Retargeting is a marketing device that has been around for a while, but it’s only recently started to gain traction in the business-to-business (B2B) world. And with good reason — retargeting can be an extremely effective way to reach out to people who’ve displayed interest in your product or service.
It can feel odd to be browsing the web and see an ad for something you looked at weeks ago, but that’s precisely how retargeting works. And it can be a valuable marketing tool.
What Is Retargeting?
Retargeting, also known as remarketing, is a form of online advertising that allows you to target ads to users who have visited your website in the past. This is accomplished by placing a piece of code (called a “pixel”) on your website, letting you track users as they move around the internet and show them relevant ads based on their prior interactions with your site.
For example, imagine that you run a B2B software company. A potential customer comes to your website and looks at your products but decides not to purchase anything. With retargeting, you can show likely customers ads for your software when they visit other websites in the hope that they’ll be reminded of your product and come back to your site to make a purchase.
Retargeting works because it allows you to pursue potential customers already familiar with your brand. They’ve shown an interest in what you offer, so they’re more likely to respond positively to your B2B remarketing strategy.
Does Retargeting Work?
Retargeting can work very well for B2B businesses.
A survey by IAB found that 70% of marketers employ retargeting as the primary device to increase brand awareness and develop trust in their company. The average click-through rate for retargeting ads is also often much higher than standard display ads.
These sorts of facts leave no doubt that retargeting can be an effective way to reach potential customers and generate more sales.
There are no guarantees, however. Retargeting only works if it’s done correctly, and even then, there’s no guarantee that every potential customer who sees your retargeted ads will be converted into a paying customer.
How Is Retargeting for B2B Different?
One of the main differences between retargeting for B2C and B2B businesses is the sales cycle length. In most cases, B2C products are purchased relatively quickly, whereas B2B products often have a much longer sales cycle.
As such, you should be aware that it may take quite some time for a potential customer who sees your retargeted ad to make a purchase. In some cases, it may take several months or even longer.
You therefore need to ensure that your retargeted ads are relevant and engaging and that they continue to find their way to potential customers for a long time.
Another difference is that, in general, B2B products are more expensive than B2C products. This means that the potential customers who see your ads are likely to be higher-value prospects. You must, in turn, ensure that your ads are highly targeted and relevant.
How to Get Businesses to Respond to Retargeting
One of the main challenges with retargeting is getting businesses to take notice of your ads. After all, they probably see tons of ads from many different companies, so why should they pay attention to yours?
Fortunately, there are strategies for making your ads more eye-catching and effective, such as:
- Using relevant and targeted keywords in your ad copy
- Ensuring that your ads are displayed at the right time
- Using attractive images or videos
- Testing various versions of your ads to determine which are most effective
- Using a call to action, such as “get a free trial.”
- Tailoring content to busy professionals who don’t have time to browse
- Offering a deal on the product and following up with an email
These are just a few ideas. The important thing is to make sure your ads are relevant and interesting enough to grab the attention of potential customers.
Try Retargeting for B2B
Retargeting can be an excellent way to connect to people who’ve already shown an interest in your product or service. If you want it to have the desired effect, however, it’s essential to do it properly and ensure that your ads are relevant and engaging.
With a little trial and error, you should be able to find an approach that works well for your business and helps you to get the best results from your retargeting campaigns.