Generating leads is half the B2B sales battle. Converting those leads is the other half. Employ the right B2B remarketing strategies, and you’ll bolster your lead generation efforts, boost conversions, and add to the bottom line.
The challenge lies in pinpointing and executing the best possible remarketing strategies for your unique buyers.
Recognize the Importance of Remarketing
If you are like most business owners and managers, you are curious as to why more of your online visitors are not clicking your call to action, filling out contact forms, and converting from prospects into actual clients. The reasons for failed conversions are varied, but what matters most is that you remarket your online material to convince previous visitors to convert into paying clients.
Remarketing is a strategy that empowers businesses to zero in on targeted visitors who have displayed an interest in the value offering. Though most people think of business-to-consumer (B2C) marketing when the topic of retargeting is raised, it is also a valuable component of successful B2B remarketing. Retargeting establishes a bridge between your business and those with a legitimate need or desire for your products or services, ultimately creating the potential for profitable conversions.
Successful remarketing heightens the awareness of the business and its brand, encouraging subsequent visits, website searches, and conversions. If executed properly, B2B remarketing can be just as successful as B2C remarketing. Recognize that the journey of the B2B target is often more challenging and lengthier, oftentimes involving several decision-makers. So be patient, and your retargeting efforts will pay off in due time.
Improve Your Lead Quantity and Quality With Retargeting
B2B retargeting is, traditionally, a type of web-based advertising that zeroes in on those who have already demonstrated an interest in a product or service but haven’t yet converted into paying clients. Whether the target opened an email, visited the company website, viewed or commented on a social media post, or took another action, that customer holds significant value.
Retargeting maximizes the user’s value by tracking them during the initial engagement point. Often done through cookies, this empowers the business to target that interested business professional with subsequent advertisements that are relevant to their demonstrated interests while surfing the web. Strategically displaying ads to users who have demonstrated interest in the business’s value offering effectively generates leads and catalyzes sales.
In Sight and In Mind
The adage “what is out of sight is out of mind” rings especially true in online marketing. B2B retargeting for businesses helps companies remain at the forefront of interested prospects’ minds, maximizing the chances that they will convert into paying clients.
The retargeting approach presents ads to users who have engaged with the company in previous instances, reminding them about the value offering they expressed interest in and encouraging them to go back to the website or social media page.
B2B Retargeting is Economically Efficient
It is in your company’s financial interest to reinvest your limited advertising budget in fortifying connections with those who have shown interest in the value offering. B2B retargeting zeroes in on those who visited your company on the web, presenting a golden opportunity to reconnect with them through a series of ads optimized for conversion.
It simply does not make financial sense to target a massive audience that might have little interest in your product/service when you have the information necessary to strategically whittle down the field. Narrow the scope of your targets to those who have shown they have a legitimate need or desire for the value offering, and your bottom line will benefit.
Focus on Relevancy
The most crucial step of the B2B retargeting process is to highlight the target audience. As noted above, cookies serve the important role of tracking those who have opened email messages, surfed the web to your site, or engaged with social media content. Now that you have identified those most likely to pay for your value proposition, develop relevant ads.
The most effective ads are relevant to the targets’ needs. For example, you can retarget an online visitor with an ad that presents the benefits of the service or product, followed by an ad that presents the merits of that value offering in a new context.
Develop retargeting campaigns that zero in on users across various channels, ranging from display advertising to email to social media platforms (and beyond). Continue to monitor your retargeting efforts and optimize those campaigns in accordance with each’s unique performance.