Consumer retargeting has been a topic of conversation for years and is now part of the standard marketing technology stack for many B2C companies. For the B2B industry, however, there has been a slower adoption rate. For some, the challenge has been identifying effective retargeting strategies and messaging that helps convert in long sales cycles.
The good news is that B2B marketers are starting to catch on. According to Bizible’s 2015 State of Pipeline Marketing report, 53% of B2B companies are now using retargeting as part of their marketing strategy.
However, if you’re one of the 47% of companies that hasn’t implemented retargeting, ask yourself this question: “What am I doing today to connect with my potential customers tomorrow?”
Today’s sales process takes 22% longer than it did five years ago, which means that brand awareness, lead nurturing, and content marketing strategies are all necessary to stay top of mind with potential customers. With retargeting, you have the opportunity to use all three strategies at the same time with an already engaged audience, and this is a proven strategy to increase conversions. In fact, according to research website visitors who are retargeted are 70% more likely to convert than those who are not retargeted with display advertising.
If you’re a B2B marketer looking for ways to get started with retargeting or ways to improve retargeting conversions, here are four tips to increase your retargeting acquisition and revenue:
1. Create segmented audiences
Creating segmented audiences gives you the opportunity to deliver the right messaging during those perfect decision-making micro-moments. First, start with segmenting the visitors on your website by intent level. Typically, the intent levels align with the stages of your funnel. Low-intent visitors are high-funnel, broader audiences while high-intent visitors are low-funnel audiences who just need to be pushed over the edge to get that conversion.
Determine which areas of your website align with different intent levels. For example, your blog or resource center may be a mid-intent audience because you know they find value in your content, but you’re not sure if they are ready to convert yet. On the other hand, people who visit your order page and bounce would be high-intent, because you know they were considering placing an order or starting a trial.
Creating buckets of segments will allow you to determine the type of messaging you want to deliver. The more specific your segment, the more specific and personalized you can get with your messaging.
At Aweber, we have identified ways to create landing page experiences that allow new audiences to self-identify with segments so that we can better forecast their needs and provide the resources and messaging that we think they need next (lead nurturing).
There’s also an opportunity to use customer email lists to create segments—based on the resources and guides that the user has consumed or what stage they are at in the buying cycle.
2. Maximize your funnel opportunities
Once you’ve created your segmentation, it’s all about using those segmented audiences to your advantage. For each of your segments, you should consider three things:
- In what stage of the funnel does my prospect currently exist?
- What stage of the funnel do I want them to be in?
- What’s the best message or resource that will get them there?
This will help you determine your call to action (CTA) for each of your segments. In some cases, you may have a few options for each segment, which is great. Create a plan that will allow you to either split-test those CTAs against each other to find the best performer (explained in more detail below in “4. Evaluate performance and optimize frequently”) or create a schedule that will allow you to pulse different messages at different times, which helps cut down on ad fatigue (when click-through rate (CTR) and conversion rate decrease as a result of seeing the same ad too frequently). AdRoll recommends doing creative updates at least once a month to prevent this from happening.
Make your CTAs strong and direct—explaining exactly what you want the prospect to do when they arrive on your website or explaining exactly what they are getting when they arrive. While soft CTAs like “Get better” or “Hear more” sometimes produce higher CTRs, more directive CTAs like “Download your e-book” or “Start your free trial” tend to get higher conversions.
3. Tell your brand story
One mistake marketers often make is believing that retargeted audience segments already know who they are and what their product offers. That’s not always the case, and more often than not, you need to reiterate your brand and your product selling points to your prospects.
Use retargeting as a way to provide a series of messages (through pre-planned pulsing) that will warm them up and move them farther into your sales funnel. This can be done through creative that:
- Speaks to your overall brand message
- Showcases your features and competitive edge
- Provides resources for the prospect
- Emphasizes the bottom of the funnel goal (e.g., lead, trial, sale)
It’s important to always keep top of mind who the audience is that you’re talking to and to highlight the messages that will resonate most. Take advantage of the segments you’ve created to personalize the messaging.
A great example of this is the ad below from Meltwater. I read an article on their website about marketing statistics. After leaving their site, I was retargeted with this ad that speaks to measurement and return on investment (ROI) around social marketing and also positions their offering as expert advice. The content is contextually relevant to my experience, the expertise instills trust in the brand, and the CTA is direct, in that I know exactly what they want me to do next.
4. Evaluate performance and optimize frequently
Learn fast, make changes often. That’s the one piece of advice I would give to any digital marketer. For retargeting specifically, be ready to challenge your assumptions of what people respond to. You may think you know the exact path or funnel experience that will convert, but let the data be the judge. Always split-test creatives—whether it’s your copy, CTAs, or background colors or images. All play an integral part in creating high CTRs and high conversion rates.
If there’s anything that I’d like you to get out of this post, always be thinking about how to create more personalized experiences for your audience throughout their journey. Start thinking about your audience segments and how you’re going to foster deeper relationships with your prospects that will ultimately lead to more revenue.