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Maximising Success with B2B Paid Social Media Remarketing Campaigns

Maximising Success with B2B Paid Social Media Remarketing Campaigns

By Charlotte  |  October 27, 2023

Effective paid media campaigns are essential for generating leads, building brand awareness, and driving conversions. But what if you could get more out of your current digital marketing strategy? That’s where remarketing campaigns on social media platforms come in. While social media platforms such as Pinterest, TikTok and Instagram are typically associated with B2C marketing, advertising on these platforms can also be an effective way for B2B businesses to re-engage potential clients and prospects. In this blog post, we’ll explore the benefits of remarketing campaigns on social media and we’ll share tips for implementing a successful B2B social campaign to help achieve your marketing goals.

What is Remarketing?

Remarketing (also known as retargeting) is a digital marketing strategy that involves targeting individuals who have previously engaged with a business (usually through websites and social media). When users visit a website or interact with content but don’t convert, B2B businesses can use remarketing to remind them of a product or service through targeted ads.

Benefits of B2B Remarketing Campaigns 

1. Increased Conversion Rates By targeting users who have already shown an interest in your products or services, leads are more likely to convert to clients.  2. Nurturing Leads Remarketing allows B2B businesses to nurture leads prospects during typically long B2B consideration cycles and target users at different points in their journey.  3. Brand Visibility Consistent exposure to a business through ads and content helps build brand awareness and stay at the forefront of the minds of prospective clients.  4. Precise Targeting Retargeting based on specific actions such as visiting key web pages means that ad messaging can be tailored to the target audience based on previous activity.  5. Cost-Effective Advertising and improved ROI In B2B marketing, remarketing social campaigns usually spend very little due to lower audience sizes. They often result in a higher return on ad spend due to higher conversion rates, lower ad costs and more precise targeting.

Tips for Implementing a Successful B2B Remarketing Campaign 

1. Choose the Right Social Media Platforms: While LinkedIn is often the go-to platform for B2B marketing due to targeting options such as job titles and company size, platforms such as Pinterest and TikTok can also be effective in re-engaging audiences.  2. Install the Remarketing Pixel: On each chosen social media platform, install the remarketing pixel or tracking code on your website. This code tracks user interactions on your site and allows you to create custom audiences. It’s also important to be mindful of any impact installing a pixel will have on your cookie policy or CMP.  3. Segment Your Audience: In order to run targeted campaigns with tailored messaging, we recommend segmenting audiences based on the specific products or services they’ve shown interest in.  4. Set Frequency Caps: Setting frequency caps in your campaigns reduces the risk of ad fatigue and prevents overexposure to remarketing audiences.  5. Lead with Value: Deliver valuable content to your audiences.  6. Monitor and Optimise: Finally, it’s important to monitor the live campaigns and make any optimisations needed to improve key metrics such as CPCs and CTRs.

Retargeting Options on Social Media Platforms 

There are various retargeting options available on each social media platform, which is why it’s important to carefully consider your B2B remarketing strategy when choosing the right platforms to advertise on.

TikTok Audiences 

Creating a custom audience

Pinterest Audiences

Reconnect with users

X (formerly Twitter) Audiences

Choose an audience type

Snapchat Audiences

Select a type of audience to create

Meta (Facebook and Instagram) Audiences

Choose a custom audience source

Remarketing social campaigns can be a game-changer for B2B businesses. By reconnecting with users who have previously shown interest in your products or services, you can stay top-of-mind, nurture leads, and increase conversion rates. It’s a cost-effective strategy that can significantly boost your B2B marketing success.

Have questions about remarketing paid social campaigns or any other aspect of B2B digital marketing? We’d love to hear from you—and we offer a free 30-minute consultation. Get in touch!

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