Retargeting has become a catchall phrase and for some great reasons too. Ecommerce companies are extensively using retargeting technologies to locate customers, old and new. Retargeting today is also gaining grounds as a great way to source new leads for B2B companies. Companies today are incorporating targeting and retargeting into their media mix. B2B firms are actively using retargeting strategies to drive relevant traffic and to generate more leads.
If your primary challenge is driving initial traffic to your website, display ads can be an invaluable source of new traffic and ultimately new leads. Send the right ads to the right types of prospects in the right fields by leveraging the hyper-focused data segments available through some display providers. In the B2C space, focusing on the ideal audience often involves demographic and psychographic parameters like age, gender, income, or geographic variables. For B2B, you can focus your advertisements based on industry or job title. If you’re currently using other channels like paid search or SEO to drive leads, display can be an effective supplement to boost inbound interest.
Turning Traffic into Leads and Leads into Customers
For B2B marketers, retargeting helps is improving lead generation. Retargeting is the perfect tool for B2B marketers because it can help you stay in front of leads during longer than average buying cycles.
If you have strong site traffic, but aren’t seeing the conversion rates you’d like, retargeting can come to your rescue. A lot many times marketers only focus on building traffic. This is not the right approach. You need to stress on conversions. More often than not, people don’t fill out a lead form on their first visit. But that doesn’t mean they’re not interested, it just means they’re not ready. By serving display ads to this highly qualified audience, you keep your brand top of mind and create additional opportunities for conversions.
Not only can retargeting help generate initial leads, it can help you convert existing leads into revenue generating customers. Once someone fills out a lead form, they’re probably still at the beginning of the purchase process. In the B2B space, this process involves significant research and comparison shopping, much of which is likely to be done online. Retargeting can also help you stay top of mind during that process, and convert existing leads into happy customers.
Increasing Volume of Customers with Targeting and Budgeting
It’s not always easy to generate a high volume of qualified leads using display. You would need to experiment with the right kind of targeting and also allocate considerable budget for different channels.
Don’t use too many targeting parameters. This will limit your reach. Of course, the tradeoff of broader targeting parameters is a potential decrease in relevancy which could result in lower lead quality. You need to strike the right balance between over- and under-targeting. If your lead volume is low, broaden your parameters to increase total lead volume. Make sure you allow enough time to pass to reliably measure the impact of your changes.
Try different combinations of targeted display outreach to see which techniques are most effective for reaching your lead gen goals. For example, using targeted display to drive new traffic can work incredibly well in conjunction with a retargeting campaign designed to convert existing site traffic, resulting in more qualified leads and ultimately more sales.
Preethi Vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in mortgage technology and has successfully executed several projects in logistics management, logistics integration, reverse logistics, campaign management software solution, warranty software and programmatic advertising solutions.