Retargeting, or behavioural retargeting, is a technique that has proven itself to be particularly effective in B2B marketing. However, certain rules must be observed in order to achieve a successful B2B retargeting campaign. Here we take a quick look at this leading-edge digital tool.
What exactly is retargeting? Retargeting consists in presenting your ads (banners, tiles, etc.) on lots of different sites to Internet users after they have visited your site. A cookie, stored in the visitors’ web browsers, is used to keep a trace of these users and to display your ads when they browse the Internet. Widely recognised and adopted in B2C (you will have no doubt experienced this yourself!), this technique is now employed in B2B to rekindle interest among prospects and buyers looking for solutions.
The underlying objective is to encourage your prospects and customers to go back to your website with a view to generating leads. In B2B, this process is particularly effective given that the B2B purchasing process is long, and that the prospect will rarely go ahead and establish contact with you on the first visit. In terms of personalisation, the most advanced form of retargeting is dynamic retargeting, where banners automatically display the latest products viewed by the visitor.
The conclusive statistics of B2B retargeting. As indicated on the website of French web tracking specialist Getplus, B2B retargeting campaigns offer a good ROI. Furthermore, according to Forrester Research, a retargeted Facebook ad will get 38 times more clicks than a traditional Adsense banner, while retargeted e-mails generate almost 4 times more revenue and 18 times more net profit than standard e-mailing. To be sure, the figures speak for themselves, however, certain rules must be observed in order to achieve these results
3 key principles to follow. Here are three rules to abide by for a successful B2B retargeting campaign:
- Make sure you have a large volume to retarget. Selecting a site that generates a large amount of visits is key, especially in B2B. In fact, while click rates for retargeting are four to five times higher than average, they nevertheless remain low, which means you must generate a large number of impressions to obtain a satisfactory volume of leads.
- Make sure your retargeting hits home. The message you send out must be tailored to your B2B target. Consequently, tagging your site properly is most important. Specialist site Retargeter.com recommends segmenting your audience by introducing different tracking codes on different pages of your site.
- Adopt the right message. You must have an attractive ad banner, both in form and content, and offer something “extra” in relation to whatever your site’s visitor has already seen. This should help to increase incentive.
Still not sure about taking the plunge? Try out retargeting with Europages! We offer a B2B retargeting solution. Visitors who have viewed your E* Page or your product pages will see your ads when they visit other B2B websites. The setup of these targeting campaigns takes a number of variables into consideration, such as the business sector of the companies viewed on Europages, the visitor’s country, the countries consulted by this visitor, the language version on which the visitor was on (bearing in mind that there are 26!), and so on. For more details, contact Europages!