Keeping prospects engaged with your business is crucial during extended B2B sales cycles. But how do you re-engage customers who already visited your website but did not convert into a sale?
B2B retargeting can keep you top-of-mind with website visitors as they advance through their buying journey. Learn more about the benefits of investing in a retargeting program to support your lead generation efforts.
How B2B Retargeting Can Drive Leads and Increase Sales
Using retargeting techniques allows you to stay in front of prospects as they move around the Internet, showing them relevant ads to nudge them back to your site. Let’s take a closer look at how this works.
The Basics of Retargeting
You might be asking, “What is retargeting, how does it work, and what’s the value of this digital marketing effort?” At its core, this type of online advertising allows you to display ads to users who previously visited your website. You want to reach individuals who did not make a purchase or fill out a lead form.
The Mechanics Behind B2B Retargeting
Typically, when a user visits your site, a cookie is dropped on their browser. This enables tracking pixels to follow them across the web, showing ads relevant to what they viewed on your site.
Why B2B Businesses Should Embrace Retargeting
In the B2B world, sales cycles are often longer, making retargeting even more crucial to stay on top of mind for potential clients.
Longer Sales Cycles Need Nurturing
The B2B sales cycle often involves multiple decision-makers and much deliberation. Imagine putting all that effort into attracting potential clients to your website, only to let them wander off and forget about your brand.
Retargeting acts like a gentle tap on the shoulder, a reminder that your company is still there, offering something valuable to prospects they should reconsider.
A Personal Touch in an Impersonal World
With retargeting, you can segment your audience and show them ads tailored to their specific needs and interests. It’s like saying, “Hey, we understand what you’re looking for, and we have a solution for your company’s challenges.”
Cultivating Thought Leadership
In the B2B arena, trust is the name of the game. Businesses won’t partner with you unless they see you as a credible authority in your field.
Retargeting isn’t just about pushing for a sale; it’s also an opportunity to share valuable content – like industry insights, whitepapers, or webinars – that positions your company as a thought leader and trusted solution provider.
Competing in a Crowded Marketplace
Your potential clients are likely exploring multiple options to address their challenges. Retargeting gives you a competitive edge by keeping your brand front and center in their line of sight.
Maximizing ROI on Your Marketing Efforts
Retargeting helps you maximize the ROI on your investment in Search Engine Marketing (SEM) and content marketing by re-engaging visitors who have already shown an interest in your product or service.
Instead of letting potential leads fall through the cracks, you’re giving them another chance to convert, which is way more cost-effective than trying to attract brand-new visitors.
How to Start Your B2B Retargeting Campaign
Now, let’s get down to what’s important when starting this type of digital marketing campaign. The first question is: How do you actually set up a retargeting campaign? The process usually involves setting up tracking pixels, creating ad copy, and defining your target audience.
Strategies for Effective B2B Retargeting
You want to be strategic about how to place retargeting ads on the Internet so they are effective. That means strategic thinking and pinpoint execution on key elements such as:
- Targeting the right segments
- Personalizing your ad campaigns
- Measuring performance
Understanding Key Metrics
After launching a campaign, how do you know it’s working? That’s where metrics come in to help you assess the success of the program. From click-through rates to conversions, you want to pay attention to specific digital marketing KPIs that indicate whether your retargeting program is working.
Find Support for Your B2B Retargeting Strategy
B2B retargeting is a robust strategy that can significantly drive leads and increase sales for your team. From understanding the basic principles to executing a flawless campaign, there’s much to consider. But, taking the time to develop a strategy and follow through on the execution is worth the investment of time, budget, and resources.
If you need support implementing a retargeting campaign for your business, consider working with a digital marketing agency, such as Marketing Refresh. Our team of B2B marketers is very knowledgeable about the strategy and tactics to use in B2B remarketing.
Get in touch with us today to learn more about how we can help you generate fresh leads for your sales team through an effective retargeting program.
FAQs
1. What are the costs involved in B2B retargeting?
Costs can vary depending on the platform you choose and the scope of your campaign. However, the ROI is generally high.
2. How long should a retargeting campaign last?
The duration can vary based on your objectives, but we recommend at least a month to gather sufficient data to analyze performance and make improvements.
3. Is retargeting suitable for all types of B2B businesses?
While retargeting can benefit most B2B companies, it’s essential to consider your target audience and sales cycle.
4. How do I measure the success of my B2B retargeting campaign?
Various metrics like click-through rates, conversion rates, and ROI can provide insights into your campaign’s success. These metrics can also help you refine the types of landing pages to send prospects when they click on a retargeting ad.
5. Can I do B2B retargeting without a website?
While it’s possible through social media platforms like LinkedIn, having a website is more effective for retargeting and positioning yourself in front of potential prospects.
6. What’s the difference between retargeting and remarketing?
These two terms are often mixed up. Retargeting typically refers to display ads, while remarketing usually involves email campaigns and other forms of marketing to create brand awareness.
