B2B Retargeting Best Practices and Strategies

Feb 7, 2020 8:00:00 AM

By Cathy Cain-Blank

B2B retargeting can be a powerful digital marketing technique for your company if you use the right strategies to track website visitors and convert them into sales. Retargeting provides you with unlimited chances to re-engage with potential customers. What follow are 6 B2B retargeting best practices.

6 B2B Retargeting Best Practices That Can Get You Leads

1. Use Funnel Stages to Segment Your Website Visitors

By tracking website visitor metrics, you can easily identify the funnel stage of each website visitor and provide them with content that suits their requirement. That's the key to keeping website visitors engaged.

Here’s how to determine the funnel stage of your website visitors:

Top of the Funnel (TOFU): Website visitors who are more inclined toward content-heavy pages rather than products/services.

Middle of the Funnel (MOFU): Website visitors who visit pages related to your products/services but not frequently. Case studies, e-books, and whitepapers can help a great deal in retargeting such potential customers.

Bottom of the Funnel (BOFU): Website visitors in BOFU are highly qualified and should be ready to purchase your B2B products/services. You can retarget such potential customers to take a free trial or register for a demo.

This best practice is based on retargeting the right audience with the right content at the right time.

2. Customize and Test Different Ads

As you already know, relevant messages are critical to the success of your B2B retargeting initiatives. Make sure you customize ads for different target audiences and test them to evaluate what’s working well.

Also, consider recency when designing a retargeting campaign. Retargeting website visitors who visited your website more than two to three months ago will be less effective and costly.

3. Leverage Cross-Channel and Email-Based Retargeting

Don’t limit your retargeting campaigns to one platform. Consider running different messages on multiple platforms such as Facebook, Instagram, Twitter, and so on, provided your audiences frequent those platforms.

Using Facebook Custom Audiences you can retarget specific website visitors using their email addresses. However, many Facebook users these days do not use their email address. Nevertheless, if you have substantial email addresses, you can make the most of Facebook Custom Audiences to run targeted ads.

4. Extend a Lucrative Offer

If a potential customer simply left your page without making a purchase, it’s likely that he or she found a better option elsewhere. When targeting a potential customer, use a frequency cap that allows you to limit the number of times your ad is shown to them. Exciting offers such as percentage discounts can entice prospects and provide you with an edge over your competitors, who are likely targeting the same people. 47% of customers say that they are ready to sacrifice their privacy for a lucrative deal.

5. Continuously Measure the Impact of Your Retargeting Campaigns

Running retargeting campaigns is not enough. To ensure you’re on the right track, it’s essential to measure their impact.

You can measure the success of your retargeting efforts by tracking the number of leads and revenue. Click-based data won’t help when it comes to retargeting.

6. Analyze the Results

Carefully assess all your B2B retargeting campaigns and find areas where you succeeded or failed.

Analyze conversion patterns so you can optimize content, ad frequency, ad timing, and so on. Retargeting is a marketing technique that will not provide you with the desired results if you don’t modify your campaigns as needed. In fact, B2B companies that have benefited from retargeting are those that have a well-defined retargeting strategy in place that includes continuous testing, optimization, and measurement.

Want to dig deeper into B2B retargeting best practices? Contact us today!