Hacking the Buyer Journey – Remarketing for B2B Digital Marketers

With a traditional office, you will often have clients that come in and leave without signing the contract. Knowing how important it is to stay fresh in your customer’s mind, you could theoretically place billboards advertising your business at every location from their office to where they live. However, while this is an almost impossible (not to mention expensive) exercise in real life, B2B digital marketing makes it easy.

Advanced Digital Marketing techniques allow your ads to ‘follow’ people who have visited your website around as they browse other websites, social media, and even when they are checking their emails. This is called remarketing.

What is Remarketing?

Remarketing is basically a second chance to connect with your website visitors who did not purchase or enquire first time around. This is done by showing them targeted ads as they browse other parts of the Internet.

How Remarketing Works

To set up remarketing, you simply put a piece of code on your website. Every time you get a new visitor, your site will drop an anonymous browser ‘cookie’. Visitors who have ‘cookies’ enabled are then tracked as they browse other sites, where your remarketing ads are delivered to them.


Why Use Remarketing?

Stay Connected

Remarketing keeps you fresh in the mind of your audience, even when they are not on your website or searching for your services. This can improve brand awareness and recognition.

Get More Conversions

Including remarketing as part of your digital strategy is one of the best ways to ensure a higher conversion rate. By reminding your target audience of your products and services, your company is more likely to be at the front of the consumer’s mind when they decide to purchase.

Higher ROI

Remarketing ads are typically cheaper than other digital pay-per-click ads. This means that conversion costs for remarketing campaigns tend to be much lower than search campaigns. However, as a lot of your remarketing audience is likely to have come from search campaigns, it’s important to also take these costs into consideration.

Segmentation

You can split your remarketing campaign into specific user groups to create highly targeted campaigns. For example, different groups can be set up based on gender, age group, parental status or location.


Highly Targeted

As you are targeting people who have already visited your website, you can create highly relevant ad text or images to help drive them back to your website. Remarketing campaign targeting can get very specific and sophisticated campaigns will use different imagery and messaging based on the pages or products that the audience viewed.

 Different Types of Remarketing

There are a number of different ways that you can remarket to your audience. The most appropriate way for your business will depend on a number of factors, such as how your audience spends their time online and the type messaging that you are trying to communicate. Below are some of the most common remarketing methods.

  • Website Remarketing: This is one of the most popular forms of remarketing, where your business’ image ads are displayed to the audience on other websites as they browse the web.
  • Search Remarketing: Search remarketing is a clever type of remarketing that targets users who search for keywords that are related to your product or service. You can bid so that your text ads can appear at the top of their search results.
  • Social Media Remarketing: Social media remarketing displays remarketed ads to your website visitors on their social networks.
  • Email Remarketing: Remarketing to your website audience straight to their inbox. This can also refer to contextual ads based on your email content

How to Set Up Remarketing

There are a number of remarketing service providers that make it easy to set up and manage your campaign. A few of the most commonly used are below:

  • Google AdWords: We can’t talk about online ads without mentioning the biggest online advertiser out there. Google has a huge display ad network as well as products like Gmail. By logging into your Google Adwords account, you can easily create your first remarketing campaign.
  • AdRoll: AdRoll is a popular option for marketers because they have multiple advertising partners. With AdRoll, you can set up ads using Facebook Exchange, the Google, Yahoo, and Microsoft online ad platforms. This allows you to virtually reach every site on the Internet.
  • Perfect Audience: Perfect Audience is a strong option for small businesses because of its simplicity. You don’t need a huge budget to work with them and they’re compatible with eCommerce solutions like Wordpress, Magento, 3dcart, and Shopify.

Why Remarketing is Particularly Effective for B2B Businesses

Remarketing is particularly effective for B2B businesses as B2B businesses sell more complex products, often at a very high price point. They also often sell products that are used by multiple end users, who are affected by the purchase decision. This means that the buying decision is much more high involvement, and given much more consideration than a simpler B2C purchase.

As such, the B2B sales cycle is longer as decision makers often need to develop a relationship with a business before they commit to buying a product. As part of the sales cycle, B2B buyers will comparison shop. It’s therefore important to continuously show them messaging that reinforces how your business can solve a problem that they have and add value to their business.

B2B marketers know that website visitors are unlikely to convert the first time that they are in contact with the business, which is why remarketing is such an effective strategy in this industry.

At the Lead Agency, we’ve worked on a number of successful B2B Remarketing campaigns.

We have a proven track record of creating campaigns that get results; from research and design to testing and implementation. Find out more about our B2B Remarketing services here.

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