What is Re-Targeting?
Re-targeting and re-marketing are essentially the same thing – with very slight differences. It is a process which focuses on increasing brand awareness, encourage customers to revisit your website and re-purchase your products or services. It can also be said it is repetitive process to implement the same marketing strategies which worked for a B2B business.
It is a great way to improve brand reputation, increase awareness as well as sell more products. The focus in retargeting is the customer. The brand knows its clients or customers very well so it plans to target them again with new offers, products or services and convince them to buy them again.
Why is Re-Targeting Important?
Retargeting is without any doubt useful and effective. Its significance can be understood from the point that it is the most cost-effective way to bring the customers back to your website. When you have a working strategy or marketing campaign, all you need is to tailor it according to the new needs.
It helps B2B businesses regain the customers, make them visit the websites, increase awareness of the business, improve the conversion rate, reduce bounce rate, increase lead generation and sell more products.
How Does It Benefit B2B Companies?
There are a number of benefits of retargeting for B2B companies and few of these are listed below.
- It helps the brands reconnect with customers.
- It is helpful to bring awareness of the business.
- Retargeting is one of the most cost-friendly marketing options.
- It is very effective for lead generation.
- You can improve your conversion rate with retargeting campaigns.
- It also increases the customer engagement with a brand.
How Does It Generate Leads?
In B2B, consumers are more careful and take more time for research before they buy products. So for B2B, retargeting is more productive and way more effective. It generates leads in a shorter time. Consumers have done their research about the business and products. So they just need to be retargeted for buying products.
It’s important to remember that even the most powerful websites with the most expensive conversion tools still only convert and 3-4% on average (depending on the industry).
So it gives the chance to keep any deal alive and provide an alternative perspective, new information, an extra offer or so the prospect sees the opportunity at a better time for them to make a commitment.
Best Practices in B2B Re-Targeting
In order to make your retargeting campaign more effective, the following tips will help you.
1. Tailor Specific Content
Content for retargeting campaigns should be tailored and made more specific according to the needs. You cannot use the same content or ideas for retargeting purposes. It will prove useless.
2. Back It Up
When you retarget the consumers, make sure you have fixed all the possible issues in the new offer or version. Customers want the issues to be resolved. Why will they buy the same product with issues again? We hope it makes sense.
3. Offer a Deal
With retargeting, there should be something valuable and attractive for the consumers. You have to reach them again and convince them to buy the products or services. So additional items, offers or promotions will make it more effective.
4. Right Research
Lastly, as you start retargeting, there should be enough research on your side. Don’t make the same mistakes again. Understand consumer trends, shopping behavior and other similar things.
5. Manual Re-targetting
You can utilise tools which identify businesses visiting your website such as Whoisvisiting or Lead Forensics. This is an alternative approach because all businesses are very focussed on digital re-targetting and automation, there is often a lack of attention to manually following up on the phone, through email or with direct mail even.