Precision targeting of B2B (business to business) audiences has emerged as an invaluable opportunity for businesses to connect with other businesses to create a lasting impression. Retargeting ads ramps up conversions, boosting B2B sales in little time.
The little-known truth is a mere 2% of online visitors convert in their initial visit. Precision targeting through strategic retargeting makes it that much easier for businesses to increase this percentage.
Retargeting brings those seemingly lost visitors back into the fold for conversion. Though there is no guarantee B2B retargeting will lead to actual sales, it has been proven to succeed.
Retargeting B2B ads surpasses business to consumer retargeting (B2C) by nearly 150%. However, the challenge lies in executing B2B retargeting for conversion. Here’s how to do it.
Retargeting With The Right Information
Retargeting businesses that have the potential to become paying clients is that much easier if you inform them of the merits of your value offering. Strategic retargeting that directs online visitors to facts, figures, studies and statistics is especially effective.
Recognize the challenge of establishing your business as an authority. Include source information to backup your claims, implement relevant links for legitimacy and authority and your B2B retargeting campaign will be that much more likely to succeed.
Tailor The Ad Retargeting
Business owners, managers and employees are less likely to invest a significant amount of time surfing through your website pages for information about products and services. Rather, B2B clients typically seek out specific terms, solutions that are accessed with ease, and quick answers without an investment of time.
Develop ads to facilitate a purchase path that have inherent appeal to busy business professionals and your message will make the desired impression. In short, narrowly targeting your B2B ads to your buyer personas maximizes conversions. The more precise your retargeting effort is, the greater your chances of success.
B2B Clients Are Numbers-Focused
The most successful retargeting efforts focus on the value offering provided to the client. Consider a business owner, manager or employee that departs a webpage without converting into a paying customer. Such professionals likely ventured to other competing websites looking for a better price.
Instead of letting those target clients get away, frame your retargeted ads in terms that appeal to the target persona. As an example, offering your target buyers a deal, percentage off or other discount will facilitate action. Even a free initial month of a subscription service might be enough to convert an online visitor into a first-time client who becomes a future loyal customer.
Frequency Caps
The purpose of using a frequency cap is to limit the number of times the retargeting ad is presented to online visitors. Frequency caps empower you to use more of your budget for retargeting purposes to zero in on those who visited your site in the past.
Above all, include a call to action at the end of the ad to compel viewers to follow through with a purchase.
Do Your Homework Before Spending
If you have performed retargeting in the past, take a moment to analyze those efforts. Get a sense as to which retargeting areas were the most and least successful. The subtleties of ad frequency, ad time limits and placement all matter a great deal. Dissect this information and you’ll have the data you need to bid more successfully on ad placements that lead to actual conversions.
Moreover, the value of your targeted groups is also important. If you don’t have the time or analytical capabilities necessary to break down this information, rely on a retargeting service for guidance. Develop a comprehensive retargeting plan, test your ensuing retargeting efforts, measure engagement along with conversions and optimize your retargeting efforts accordingly.
Test Different Types Of Retargeting Ads
No two B2B retargeting ads are exactly the same. As an example, some businesses find rotating different types of retargeting ads generates the best possible outcome. A retargeting ad that promotes a feature of your value offering and personalizes the presentation of the ad to the target audience is that much more likely to succeed. Go to the extent of personalizing ads for individual companies and industries and the message will be that much more likely to hit home.
Retargeted ads that focus on upcoming events are also highly effective. Tap into your audience’s inherent fear of missing out by teasing upcoming industry or business-related events and the target audience really will be that much more likely to remember your message, attend the event and consider converting into a paying client.
It is also in your interest to offer bottom of the sales funnel content for download, follow up that offer with a focus on conversion and your success rate will increase all the more. The moral of the retargeting story is that the most successful ads are action-oriented, meaning they convince a narrowly targeted audience that previously expressed interest in heeding your call to action and contacting the business for more information or a purchase.
