Did you know, out of all the people who visit your website for the first time, only 3% actually end up purchasing something or opting for a service?
After reading this, the most obvious question that would come to anyone’s mind is ‘How do we monetize the remaining 97%?’ The answer is simple — retargeting.
Retargeting simply means reminding the remaining 97 percent of visitors that they had visited your website. You can target them with specific ads and show them relevant products or web pages so they visit your website again, and this time, hopefully make a purchase.
There are many different websites that offer retargeting services via ads. Facebook, Google, and Linkedin are some of the most commonly used websites for retargeting ads. This is a great way to increase website traffic and boost sales.
In this article, we will talk about how B2B companies can conduct retargeting successfully and effectively. Here are some topics that we will touch upon in this article.
The blog covers:
- The Essentials
- Recognize and distinguish the users that visit your website
- Compare these users to your Ideal Customer Profile
- Upload the list of users to a ad platform
- Export this list to LinkedIn
- Define your retargeting campaign according to LinkedIn
- Target the companies that match your ICP and buyer personas
- Analyze which ads are working and which companies are engaging
- Share the data with your sales team
In the case of B2B companies, any kind of marketing effort is always more risky, expensive, and time-consuming.
This is because the number of stakeholders and decision-makers in a company are a lot more. It is difficult to create a marketing campaign for a B2B product or service where multiple decision-makers are the norm.
Having said that, do you think retargeting is a possibility for a B2B company?
The answer is yes! Even B2B companies can use retargeting as an effective approach to bring in more customers and increase sales.
As the owner of a B2B company, you need to create a retargeting strategy that re-engages with all the people who visited your website and make the most of this web traffic.
Your account-based retargeting strategy should be based on the following four points:
- You must know who you are targeting with your ad
- The messaging of your ad should be on point
- The timing of your ad should be perfect
- The ad should get you more than what you are spending on it
In simple words, this means that you concentrate your efforts on a small area that meets your target audience’s requirement rather than casting a wide net that covers more fish, but doesn’t necessarily serve the purpose.
You must target the people who are making the decisions rather than their assistants or someone at a lower end of the funnel.
If you get your ABM strategy right, you can double your revenue.
Listed below are 8 points that you need to keep in mind to ensure that your retargeting strategy is on point.
Recognize and distinguish the users that visit your website
The first step to create a retargeting strategy that works is to recognize the users who have visited your website. When these visitors are anonymous, it is of no use to your business.
You need to get these visitors to leave their information so they go from anonymous users to company names that you can add to your target audience list. There are many ways of doing this.
Not only the names, but you can also get other information about these users’ visits to your website like the pages they visited, the amount of time they spent on your website, etc.
Compare these users to your Ideal Customer Profile
Now that you have identified the users who have visited your website, it is time to put them in the correct categories. You need to match these potential customers with your business’s Ideal Customer Profile.
Doing this will help you determine which accounts you need to target out of these and also decide the approach you should take while targeting these potential customers.
Have a laser-focused approach when targeting these users. To reiterate, always target the top employees of the company, the CEOs, the CFOs, basically, the decision-makers.
Build a list of users on the ad platform
After segregating the users on the basis of the ICP of your business, and putting them into appropriate categories, you now need to decide which platform you are going to use to target the companies on your list.
How to do this: LinkedIn to retarget ads is a great strategy. But you can use FB and Youtube too for retargeting.
Export the list to the platform
With the easy-to-use interface of LinkedIn’s ads, you can upload the entire list of customers on the platform as it is, in one go, or you can create a new list on the platform itself.
For uploading lists, you need to go to the Matched Audiences option under the Account Assets menu within LinkedIn Campaign Manager.
Select the Company List option to create a list of your own.
Similarly, on FB too you can upload your list under Custom Audiences and extrapolate or expand the list to a wider Look Alike audience.
Define your retargeting campaign
Now, all you need to do is create your ad.
You have already done the homework. You know your target audience and you know what your messaging should be.
It is time to put all of it on paper and create an ad that will work.
Target the companies that match your ICP and buyer personas
The next step after creating your ad is targeting the right people.
Remember, you can choose to target everyone who works for the companies that are a part of your list.
But, like we have already discussed, that is not a good idea. You might want to refine your target list based on a few factors like designation, location, etc.
Analyze which ads are working and which companies are engaging
The next step after putting any campaign into action is always analysis.
Yes, even here, we need to analyze the data so we can fine tune our campaign accordingly.
You can add different UTM codes to the links in your ads to see the google analytics data and get all the social media campaign tracking in one place.
In LinkedIn, you can explore the Demographics option in the Campaign Manager to see the details of the engagement of different companies.
Share the data with your sales team
The final step that you need to check off your checklist is sharing the data with the relevant teams.
Now that you have all of this data about your potential customers, you need to share it with your sales team. You can intimate them about the companies who have engaged the most via these retargeting ads. Your sales team can then reach out to them and convert these potential customers into actual, paying customers.
Easy, isn’t it? Well, we know it isn’t easy, but at least you now know how to create an effective and anxiety-free retargeting ad campaign step by step.
You simply need to keep this checklist handy and follow the eight steps. When you take it one step at a time, the job definitely becomes easier.