Retargeting or remarketing is a tactic used by many top B2B technology businesses to help drive acquisition, generate leads and increase revenue. It’s a method that enables your marketing team to specifically target advertising at those who may have been on your site or interacted with some of your content, in order to re-engage them in an effort to move them further along the buyer journey.
How Retargeting Works
Retargeting is a straightforward concept to grasp, but this section should help to ensure there are no misconceptions among our readers.
This is retargeting explained in the simplest way possible:
- A prospect visits your tech brand’s website and becomes tagged with a retargeting cookie.
- The prospect then encounters ads on their social media accounts and other websites they visit reminding them about your company and its products or services.
- The prospect clicks one of the ads, goes back to your website, and completes your call-to-action request.
Retargeting Tactics for B2B Marketing
1 – Use Google Analytics for tracking
Google Analytics is a brilliant tool that enables marketers to engage in rules-based targeting. That means your technology company could target everyone who’s shown an interest in custom software. It is then possible to tag the prospects who have that interest and go forward to visit your website.
That method saves time and energy, and you don’t have to use code like you would with alternative strategies.
2 – Tailor retargeting to Specific audiences
If you have a group of prospects who are ready to make purchases, it doesn’t make sense to retarget them with the same ads you send out to those just starting on their buyer journey.
For that reason, it is always sensible to tailor your retargeting for different audiences to ensure they receive the most suitable message from your ads. This might be based on their stage of the buyer journey, or based on user demographics such as their job role or the sector they work in.
3 – Remember to Use Burn Pixels and Frequency Caps
The last thing your marketing teams wants to do is continue retargeting someone after they’ve visited your web page and clicked the desired call-to-action. Not only will that waste a lot of money, but it could also annoy the prospect and deter them from completing a purchase.
With that in mind, it is crucial that you use burn pixels to remove that group from your retargeting campaign as soon as they complete the intended action.
You can also set Frequency Caps so that you don’t annoy people by constantly appearing on every site they visit on the internet!
4 – Use Social Media Retargeting
Facebook offers some of the best retargeting features of any social network at the moment, and it’s sensible for your tech brand to use them to their full advantage.
Not only is it possible to serve Facebook ads to people who’ve already visited your website, but companies can now upload lists of addresses or phone numbers and use them as a custom audience. Modern day marketing is about reaching the right people – so if you think Facebook is only a B2C channel, think again. We’ve seen some great results in the B2B space. Other platforms such as Twitter and LinkedIn also offer retargeting products.
5 – Test, Review, and Test Again!
As with all digital marketing methods, it’s always wise to test out different ideas, take a look at the results, and then refine the approach in the hope of producing better outcomes. Retargeting is no different.
The chances of your marketing team achieving impressive results with their first attempt at retargeting are slim, but that doesn’t mean your brand should give up on the process. With continual reviews and tweaks, remarketing or retargeting can become a worthwhile tool in your digital toolkit.
Now you understand the nature of retargeting and how it can benefit your technology business, it’s time to hand things over to your marketing team and ask them to develop your first campaign.
Remarketing tools improve every day, and so now is the best time to incorporate the strategy into your promotional efforts for the future.
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