You’re shopping online, looking for some new loungewear so you can work remotely in style and comfort. However, you don’t bite the bullet and, instead, decide to keep looking and place your order another time.
Now it’s a few hours later, you’re back online, catching up on the daily news headlines – and you notice something. There’s an advertisement to the side of your webpage, with the exact loungewear items you were looking at earlier in the day.
Coincidence? Not quite.
This is just one example of remarketing in action and, while the above scenario would typically occur in the B2C realm, this tactic can also help businesses achieve brilliant results in B2B marketing. Through remarketing, B2B brands can reach prospects with highly targeted, personalised advertising, which, ultimately, can be incredibly effective in driving conversions.
Understanding B2B Remarketing: How does it Work?
B2B remarketing is a great way to capture the attention of prospects who have already engaged with your content in the past. For instance, they may have visited your website or opened an email. In doing this, they’ve expressed a clear interest in your business’ offering/s. When 65% of organisations have identified lead generation as their biggest challenge, you don’t want to let this go to waste.
Depending on your company’s marketing strategy and objectives, there’s a variety of ways you may choose to use B2B remarketing.
This could be following up with highly engaged email recipients by sending them a personalised campaign or special offer. Through this, you can directly target prospects who are both interested in what you’ve got to say and, evidently, find it incredibly relevant to their needs. While this can take minimal time and effort to do, taking that extra step to deliver new value to loyal subscribers may be just what they need to commit.
“For every $1 spent on email, it delivers an average ROI of $32.” – SaleCycle
Alternatively, you can post a remarketing pixel on your website, which automatically collects information through the use of browser cookies. When using this approach, your company can set up advertisements that update according to what certain users have engaged with in the past. In other cases, rather than showing specific products, once users have been to your website, they might start seeing your standard ads more often on other sites.
This B2B marketing tactic is all about reigniting interest and reminding prospects why they chose to engage with your brand in the first place.
They’ve already entered the marketing funnel but, if you want to drive conversions, taking a step back now isn’t the way to do it. By continuing to nurture your relationships with such prospects, you can optimise your B2B marketing strategy and maximise your return on investment.
Should your B2B business be using B2B remarketing?
Whether or not B2B remarketing is suited to your business’ unique context will depend on numerous factors. So, if this is an approach you’re thinking about giving a try, it’s definitely worth getting in touch with a B2B marketing expert.
Generally speaking; however, many B2B businesses can find integrating remarketing capabilities into their existing strategy incredibly beneficial.
Here are three reasons to give B2B remarketing a try.
1. Improved Conversion Rates
High conversion rates come back to the point that prospects have already expressed interest in your brand and that, by remarketing, you’re simply refreshing their memory, offering them another opportunity to convert.
Through B2B remarketing, your organisation can reinforce your branding and brand message, all the while gently reminding people to revisit your site. You’re reaching out to your most engaged prospects with highly targeted marketing messages; thus, this can, in many cases, drive conversions at an impressive rate.
2. Reinforce Your Branding
As B2B remarketing is, of course, all about reinforcing a message, it can be a powerful way to make an impact with your branding.
When users are repeatedly exposed to marketing material from your company’s B2B remarketing efforts, they’re also becoming increasingly familiar with your brand. This can, inherently, improve brand recall, keeping your business front-of-mind. This means that, even if users don’t engage with your ads right away, if they need a product or service like yours in future, they’ll think of your brand.
3. Audience Targeting Capabilities
With B2B remarketing, your business can segment different audience groups, targeting them with highly relevant, specific ads, emails or the like.
For instance, if your B2B business offers a range of products or services, you can set up remarketing ads that are tailored to the webpage that users visited and/or interacted with. This means that, rather than just seeing a generalised ad, individuals see ads that are suited to their particular interest/s, which makes them far more likely to click.
The Lead Agency specialises in B2B marketing, offering a diverse range of B2B services, including B2B lead generation, B2B digital marketing, B2B content marketing, B2B social media marketing and more. For more information or if you have any queries regarding the topics discussed in this article, please don’t hesitate to get in touch with our team.