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Best Practices in B2B Retargeting


It’’s clear that retargeting as a marketing practice is here to stay. It’s an idea based on logic: only 2% of website visitors convert during their first visit, meaning there will be a lost opportunity 98% of the time. Reaching out to past visitors on the sites that they normally visit each day by using best practices in B2B retargeting has proven to be an essential way to bring them back while increasing the opportunity for a sale.

How is B2B retargeting different than B2C? Since it has been historically viewed as a business to consumer practice, other marketers have been slower in adopting retargeting. That’s all changing. Recently, businesses have seen an advantage to reaching out to other businesses through retargeting. In fact, a study by ReTargeter found that B2B retargeting outperforms B2C retargeting by 147% on average. It’’s clear that B2B retargeting is an area with a lot of opportunity.

If you’re new to the game, looking for additional opportunities or would like to revamp your current tactics, follow these best practices for B2B retargeting.

Tailor Specific Content

Unlike consumers who may take the time to browse sites for a variety of services or products before narrowing down their interest, businesses and the people who operate them don’t have the time to browse. They search for specific terms, look for easy to access solutions, and want as much information as they can find upfront before making any unnecessary calls. Create content with this purchase path in mind.

If you’re a company who sells super duty trucks, think about what businesses looking to purchase a new vehicle will want to know: durability, pricing, how it stands up compared to the competition, how it will work within their specific industry, and what they can expect during the sales process. Keep it obvious and transparent. Direct business targets to this information instead of a page that goes through color options and bonus features. For B2B retargeting to be a success, website content must be precise.

Back It Up

Consumer website traffic may take your word for information and they might not be interested in the statistics and studies that back up their product. They usually just want a quick fix and if your product or service fits the part, or appears to, they’ll be sold.

Businesses are different. Business owners have built their companies and brands upon research. They put time into each and every decision and expect solid information to back up any purchases. Cater to this in your B2B retargeting campaign.

Direct retargeted visitors to a page stacked with statistics and studies, with applicable links and source information. Use quotes and information from industry and thought leaders and focus on the interests to which you’’re marketing. B2B retargeting requires research for success.

Offer a Deal

If a company left your page without making a purchase, it’’s likely that they’ve continued looking for your product or service elsewhere. As mentioned previously, they don’t have time to just browse, so most actions are undertaken with a purchase as an end goal.

When retargeting to another business, keep this idea in mind. Use a frequency cap, which limits the number of times that your ad is served.  This will free up your budget for retargeting to other previous site visitors.  And be sure to provide a strong call to action and/or promotion in your retargeted ads.  Special offers on the first month for subscription services and percentages off for products could turn a site visitor into a loyal customer.

Do the Right Research

Take a look at your previous attempts in retargeting. What areas were most successful? Which efforts fell flat?

By taking the time to study conversion histograms to learn about optimal advertising time limits and ad frequencies, you can develop a strategy that allows you to bid differently on ad placements based on conversion rate estimations and the overall value of each targeted group. A retargeting service can provide more information and guidance in this area.

Retargeting, especially for businesses trying to reach other businesses, is not an effort to be taken lightly without research, strategy, and ongoing modification. In fact, businesses that see the highest percentages of success are likely those who have a sound plan in place and that, by testing, measurement, and optimization, best understand the needs of their target prospects.

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Case Study: U of F MBA Program

University of Florida MBA Logo | ReTargeter

The University of Florida’s Hough School of Business has used ReTargeter to keep their messages in front of prospective students. In two months, they were able to serve 3.3 million impressions, receiving a 0.31% click-through rate. Nathan Lowery of Lipof, the ad agency that handles the University of Florida’s marketing, has found retargeting to be […]

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