Business-to-business (B2B) retargeting is an excellent means of re-engaging with your existing leads and nurturing high-quality prospects. However, it’s important to know that the strategy involves much more than simply following up with interested parties by delivering digital ad content. It requires a nuanced approach.
With that being said, here are nine B2B retargeting best practices designed to help you get more out of your next campaign:
Table of Contents
1. Segment Your Audience
The first step to winning at B2B retargeting is splitting up your audience into manageable categories. Through segmentation, you can divide up prospects based on factors such as:
- Their level of interest
- The size of their companies
- The potential value they can bring to your business
- How and where they have interacted with you
Organizing your audience into sub-groups allows you to better gauge each entity’s level of interest and history with your brand. Highly interested prospects are prime targets for more aggressive ads, while those in the consideration stage should be targeted with more educational material.
2. Use Precise Targeting Criteria
Leverage detailed targeting criteria to reach the right decision-makers. In B2B retargeting, it’s crucial to target based on job titles, industries, company sizes, and even specific companies when possible. Platforms like LinkedIn offer advanced targeting options that are particularly useful for B2B marketers.
The key is to connect with relevant audience members and decision-makers within target organizations. While you don’t necessarily have to focus on the C-suite exclusively, you should prioritize individuals who can sway their companies’ decisions toward your brand.
3. Opt for Multi-Channel Retargeting
Prospects navigate across various digital spaces, so your retargeting strategy shouldn’t be limited to a single platform. Encompass social media, email, display networks, and search retargeting. A multi-channel approach increases your visibility and chances of re-engaging lost leads.
Still, you should be careful not to branch out too much. Choosing too many platforms can stretch your marketing budget thin and minimize your reach. Choose a handful of the most impactful channels and focus your efforts there.
4. Create Content That Adds Value
When advertising to entities that have already shown an interest in your brand, it can be tempting to go straight for the conversion. However, that sort of approach can often come off as pushy.
Instead, it’s better to focus on adding value by creating educational or informative content. White papers, demos, and product previews are a few excellent tools for creating intrigue and moving prospects further down the sales funnel.
5. Implement Frequency Caps
Too much of anything can be a bad thing, no matter how great your advertising content is. Implement frequency caps to avoid overwhelming your audience with ads. Striking the right balance is key to keeping your brand top of mind without causing annoyance or ad fatigue.
6. Optimize Your Landing Pages
Remember, one of the primary goals of B2B retargeting is to drive prospects to your website, specifically your landing pages. But the question is, what will they see when they get there?
Ensure that the landing pages your retargeted ads link to are optimized for conversions. They should be relevant to the ad content and feature clear calls to action (CTAs). Pages that are too busy can easily come off as distracting.
7. Leverage A/B Testing
A/B testing is a great tool for optimizing your retargeting ads and landing pages. You can gauge the efficacy of minor design and layout changes to see what works and what doesn’t. Test different messages, visuals, and CTAs to refine your approach and improve your return on investment (ROI).
You’ll also want to consult with current clients, especially those who have recently converted. Determine which content was most valuable and relevant to their decision-making process, and then build from there.
8. Prioritize Privacy and Transparency
With increasing scrutiny on data privacy, it’s essential to adhere to relevant regulations. Be transparent about the data you are gathering and how you are using it while providing clear opt-out options. Respecting privacy not only complies with legal requirements but also builds trust with your audience.
9. Measure and Analyze Performance
Ultimately, B2B retargeting is part art, part science. You aren’t going to master the process overnight. It requires a commitment to continuous improvement.
Closely monitor the performance of each campaign. Track metrics such as click-through rates (CTR), conversion rates, and ROI to understand what’s working and what isn’t. Once you’ve got a lay of the land, adapt to make your next campaign more impactful and efficient.
Get More Out of Your Next B2B Campaign
Use these B2B retargeting best practices to improve your return on ad spend, re-engage prospects effectively, and drive future conversions.
