Win them back! Just because someone has viewed your content without buying, that doesn’t mean they’re gone for good.
98% of website visitors don’t convert on their first visit – but they’ve shown interest. With a strong remarketing campaign you can bring prospective buyers’ attention back to you for another chance of conversion.
Even if they aren’t an immediate conversion to the next stage in your funnel, remarketing efforts hold value because they keep your brand top of mind, and nurture those prospects who are actively considering and evaluating your solution.
#1 Remarketing vs retargeting
These terms are often used interchangeably, and often in reference to PPC ads alone. Remarketing isn’t just about PPC ads, though. It’s a broad umbrella term that spans multiple channels.
Retargeting is a term that is specific to PPC ads. It’s a subset of remarketing.
#2 Remarketing lists for each stage of your funnel
A sales process for B2B transactions could last as long as four to seven months.
You should build remarketing lists for each stage of your funnel. Existing customers should be excluded from these lists.
While the education and value must be placed front and center, you’ll still need to invest time and resources into strong copywriting to create a compelling offer.
Increasingly, these offers should become more relevant as you accrue data on your prospect through their interactions with your remarketing lists. This should culminate in a specific and customized offer.
If you don’t already have your ideal customer profile (ICP) nailed down, now’s a good time to check out our guide on the subject.
#3 Remarketing basics broken down by channel
Offline
Any form of advertising that is seen multiple times can be considered remarketing. This includes billboards, but also extends to… talking to people! Yup, if you’re out there striking up conversations with local business owners, staying present in their mind, you’re engaged in remarketing efforts.
Phone
This is one of the oldest, most basic options. It’s synchronous (realtime) so you are getting immediate feedback. A simple flow here is delivering some kind of educational/value piece in exchange for contact details, then using the phone number to attempt a sales process.
This is a big channel. Segmenting your email list into remarketing lists allows you to tailor your landing page and messaging based on what has been viewed, clicked on and downloaded.
As the prospect moves down your funnel to the sales stage, you can begin to direct the prospect towards landing pages that directly ask for the sale. This call to action might take the form of a demo, a sales call, a customized quote or a free trial.
If the product uses a freemium model, email remarketing can be used to pitch offers such as extended trials or time-sensitive offers.
Be careful with time sensitive offers, though. Only use them when appropriate for your business model. Oftentimes the prospect isn’t the final decision maker, so you run the risk of alienating them with an offer they are unable to take advantage of.
Social Media
Even though we are talking about B2B here, don’t discount the value of social media. In particular, an active Twitter account is powerful for building connections and brand awareness.
LinkedIn has become so valuable for B2B that the company provides its own set of tools for outreach and remarketing.
Articles
Consider, if you would, our lovely Learn section. You’re reading it right now! It’s packed full of value. We hope you keep coming back to peruse our articles!
If you visit more than once, these articles have done a good job. Each one of them aims to deliver B2B support to you, while (hopefully!) building authority and trust on our end.
B2B remarketing is far more about education than B2C. You’re often targeting entire teams. Your content should be able to demonstrate an understanding of each role that may be involved in the decision making process, as well as considering the challenges of the company as a whole.
At the same time, you still need to provide a clear and direct call to action to move the prospect along your funnel.
Here’s an example:
CTA
See what we did there? And if the offer we just described helps you solve a problem, go ahead and click that link!
Another way to generate leads is to leverage other companies’ audience with guest blogging. If you can demonstrate value in multiple places, you can reach people who otherwise may never learn of your service.
PPC Ads
Google has specific features for retargeting called RLSA: Remarketing Lists for Search Ads. The term used by Google is “remarketing”, which is confusing, as it’s just retargeting.
If you are running search ads, the benefits of RLSA are too good to ignore.
Because you are targeting people who have already visited your site, you can narrow down your message and ad spend. And because they are already actively searching for a solution like yours, they are better qualified prospects.
While you do need repetition in a message, too high a frequency can overwhelm and irritate your prospect. Cap the frequency at 5 per day or less to reduce the risk of this.
Conclusion
Without remarketing, 98% of everyone who sees your website will leave and never return. With remarketing, your business has multiple opportunities to get back in front of that 98% for another shot.
