I think we’ve all been there before. A customer has been consistently engaging with your materials, appears to have moved into bottom-of-funnel behavior, and looks like they're going to make a sale then doesn't. It can be so frustrating and discouraging, but don’t give up just yet! There's a powerful solution that can help you reignite the interest of your potential customers: retargeting. In this blog post, we'll explore the concept of retargeting and dive into three effective B2B retargeting strategies to help you maximize your marketing efforts.
What retargeting is and why it's important
For starters, retargeting is a digital marketing strategy that enables you to reconnect with individuals who have previously interacted with your brand but have not yet converted into customers. You can deliver tailored messages and ads to these prospects across various platforms, increasing the chances of converting them into paying customers. Retargeting is important when it comes to grabbing the attention of a lost lead; it keeps you top of mind, reinforces your brand message, and encourages prospects to take action.
Now that you’ve got the basics down, here’s a list of three retargeting strategies so you can spring into action. It's important to note that not all of these strategies will work equally well for all target audiences. It's crucial to understand your audience's preferences and behavior to determine which strategies are most likely to yield the desired results. Let's explore these strategies in detail:
Email retargeting
Email retargeting is a highly effective B2B strategy that allows you to re-engage with your target audience through personalized email communication. The perks of retargeting in email include low costs, ease of personalization, and higher conversion rates.
Here are three powerful ways to implement it:
Sending the same information in a new way: Personalize your emails and present the information differently to capture the attention of your prospects. Consider using a new hook or angle to make the content more compelling.
Leveraging trigger events: Initiate a conversation with your leads by reacting to an action they take such as engaging with your recent marketing communications, chiming in on your social posts, winning an award, or publishing a new blog post of their own. This shows that you're aware of their interests, provides a natural conversation opener, and increases the likelihood of re-engagement.
Re-sending the exact same information: Don't give up on non-openers. Craft a new subject line and resend your email to those who didn't engage the first time. Sometimes, a simple change in the subject line can pique their interest and lead to a response. If you need help crafting subject lines that convert, check out our blog post all about it.
Ads-based retargeting
Another effective B2B retargeting strategy involves implementing display ads to retarget your website visitors. Although this one requires a little budget, the benefits of retargeting ads in B2B marketing include improved brand recall, increased website revisit rates, and higher engagement with your content.
Here's how it works: By placing a pixel or code on your website, you can track visitors and display targeted ads to them on other websites they visit. This keeps your brand visible and reminds them of their initial interest in your offerings.
Inclusion in a call-down campaign
A call-down campaign refers to an outreach strategy in which you engage with prospects or leads through phone calls. Incorporating re-targeting into your call-down campaigns can yield promising results. However, since different audiences have varying preferences when it comes to communication channels, it's important to ensure that your target audience is receptive to phone calls before pursuing this strategy. Benefits of this approach include an opportunity to learn more about your customer, provide a human touch to the growth of the relationship, and the chance to foster improved brand awareness.
Here's how you can do it: Identify warm leads from your website or other interactions and prioritize them for follow-up calls. By combining retargeting data with your call-down efforts, you can enhance the effectiveness of your outreach and focus on leads who have shown genuine interest in your offerings.
Retargeting strategies are powerful tools that can revitalize your B2B marketing efforts. By employing email retargeting, ads-based retargeting, and call-down campaigns, you can reconnect with potential customers who have shown interest in your brand but went radio silent. Remember, consistency and personalization are key to achieving successful retargeting campaigns. So, gear up and put these strategies into action, and watch your marketing efforts take flight.
Need a hand implementing these strategies? We’d be happy to help.
