Retargeting is often considered to be exclusively a marketing tool for ecommerce, most likely due to the prevalence of the Zappos example — you visit Zappos, look at a pair of shoes, and after abandoning, you begin to see Zappos shoe ads across the web. Despite this ever popular use case, retargeting does not have to be limited to ecommerce and can be very useful for B2B. In fact, retargeting can help turn prospects into leads.
Retargeting Nurtures Prospects
There are numerous instances where someone may come to your site but not complete the conversion action youd like them to, whether that is filling out a lead form, downloading a white paper, signing up for a newsletter, registering for a free trial, or purchasing your product.
You work to drive qualified traffic to your site, but once there, 90-98% of site visitors are simply not converting. Retargeting can provide the additional marketing touch points that will encourage those conversions and drive prospects further down the funnel, turning them into leads.
Keeps Your Brand Top of Mind
For those products and services with a long sales cycle, retargeting gives you multiple opportunities to stay in front of your audience and keep your brand top of mind. Potential buyers are likely to do thorough research on all of their options. Retargeting will keep your company in front of those prospects while they evaluate the competition. In addition to building brand awareness, retargeting those prospects can ultimately drive more leads. Any marketing resources dedicated toward driving traffic can then be supplemented by retargeting people who bounce.This lets you stay in touch with qualified prospects during a lengthy sales cycle.
Marketers know the importance of email marketing. Email retargeting is an effective and easy way to supplement an email marketing campaign with display advertising, drastically improving campaign reach and encouraging the conversions that will turn prospects into leads.
Highly Relevant Messaging and Creatives
Retargeting allows for you to segment your campaigns based on how a user has already interacted with your brand. Knowledge of a previous action gives marketers the opportunity to segment and ensure highly relevant messaging and creatives are in front of their audience. For example, if someone came to your blog but didnt sign up for your newsletter, you can show creatives with a CTA that encourages downloading a white paper related to the content. This messaging is not only highly relevant, but Download the White Paper is an action that is more closely aligned with the users original intent than a Purchase Now CTA would be. Segmenting lets you get highly targeted with your banner ads so that you can push prospects down the funnel on paths that makes sense for them.
Expands Your Reach
While segmenting can be incredibly valuable in your retargeting approach, you dont want to be too narrow. Retargeting lets you reach the people who visit your site without converting, but not all of those visitors are in the same stage of the purchase cycle. When it comes to your retargeting campaign, start with somewhat broad parameters to ensure youre capturing a large enough audience. You can then continue to narrow based on the level of engagement youre seeing. This will funnel out the prospects who arent leads, and ensure youre engaging with those prospects who will convert.
Retargeting is an incredibly valuable tool that will help you convert your existing site traffic with highly relevant messaging that keeps your brand top of mind. When used properly, retargeting can assist in turning your prospects into leads.