Retargeting for B2B companies

20% of companies now have a dedicated budget for retargeting – one in five marketing departments and professionals see the real value in retargeting (source: InvespCRO) and half of all brands have a dedicated budget for retargeting as do 68% of marketing agencies (source: Incite Group).

Retargeting is aimed at potential B2B customers who don’t convert on their first visit or who don’t leave contact details for one of your reps to get in touch with them. On average, only one in fifty visitors take some form of positive action to get in touch with you and retargeting is a way to address this.

What does retargeting do?

Retargeting provides your online paid-for advertising campaigns with additional, valuable, and less expensive opportunities for exposure and engagement from your target markets – an extra chance to nudge someone from being a browser or enquirer to becoming a buyer.

You’re probably aware of retargeting already if you’ve noticed that, when you’re online, many of the companies whose sites you visit suddenly appear to be targeting you personally with online display advertising. 3 out of 4 website visitors do notice when a company is using retargeted advertising to reach them (source: InvespCRO) and a quarter of visitors enjoy seeing them (source: CMO).

How does retargeting work?

Retargeting uses cookies – tiny bits of programming codes contained within a website. When someone visits your website but leaves without making a purchase or leaving their details, a browser cooker is left.

When they later visit other websites who serve adverts from companies like Google or Facebook, an advert for your company is displayed, immediately reminding the visitor that they’d been on your site earlier.

Why does retargeting work?

If someone has been on your website before, they already know about your company – there are the beginnings of trustin your business and its brand. And this trust makes a real difference in B2B sales.

According to Criterio, people and business decision-makers served with retargeted adverts are more likely to become buyers by a factor of 70%. The clickthrough rates for retargeted adverts are ten times higher than for typical display adverts seen on websites (source: Digital Information World). Nine out of ten marketers told the Interactive Advertising Bureau that retargeting improved on the results they’d gained from other types of display adverts, email marketing, and standard pay per click marketing.

Retargeting campaigns work because:

  • your prospects are nurtured over a longer sales cycle (and B2B sales cycles are much longer than B2C cycles generally) and each additional exposure wins your company a greater brand awareness and a greater trust in your brand
  • repeated exposure to target B2B clients gives you an advantage over your competitors whose brand is not seen as often as yours

as buyers come in and out of the buying cycle, your advertisements have a much higher chance of being seen at the decision-making stage as well as during the consideration stage.

Download our free retargeting brochure

Social Tree Global is a key partner to some of the world’s largest brands and the UK’s quickest growing companies in the successful deployment of retargeting campaigns which leverage the reach and trust of major social media platforms including LinkedIn and Twitter and content sharing platforms like YouTube.

Our experienced, commercially-driven team employ the most effective retargeting strategies including:

  • the launch of targeted adverts designed for specific types of buyers
  • use social media tools like LinkedIn’s InMail to target accounts and known leads
  • origination and updating of content designed specifically to appeal to returning visitors
  • a reliable way of measuring success against benchmarked performance targets you specify for your campaigns.

When used properly, retargeting is a highly-effective sales and marketing engagement tool with the potential for a return on investment much higher than other forms of B2B marketing.

To find out more about our service, click the link below to download our brochure.

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