Creating a High-Impact Content Marketing Strategy: 5 of 5
The B2B marketing space is largely personified by complex sales processes with long lead times. What’s more, as many as 98% of website visitors will leave your site without a conversion. This is why B2B brands/marketers need an effective way to renew the interest of once-enthusiastic site visitors. Many of these visitors are high-value prospects, who are continuing to explore the sites of other viable competitors.
Retargeting, also known as “remarketing,” is an effective solution that more and more B2B marketers are using to meet this ongoing challenge. It is a proven process that yields substantial boosts in conversion rates over a relatively short period of time.
How retargeting works.
In a nutshell, retargeting works by keeping track of people who’ve visited your site as they later visit other sites. This continued connection is achieved by embedding web bugs or tracking pixels that store a retargeting cookie in the user’s web browser. This enables you to display relevant and timely messages to your previous visitors through various retargeting services and digital ad networks.
How to get started.
If you’ve noticed retail items you’ve researched on a particular website are suddenly popping up when you visit other retail websites, then you have a basic sense of how retargeting works. After embedding web bugs or tracking pixels at appropriate junctures to begin the tracking process, here are some steps you can take to set up an effective retargeting program:
- Take inventory of your current marketing and digital advertising activities, including banner ads, digital ad networks and websites/channels you’re currently using.
- Analyze the prospects you’re tracking to determine what other sites they’re visiting and engaging with.
- Create new sequences of strategic messaging that align with where these prospects are in the decision process, in terms of mindset and potential for conversion.
- Take an objective look at available retargeting services and technologies to determine which websites/publishers, channels and networks are most likely to help maximize the effort.
- Test different banner-ad sizes and messages to see what is generating the best results. And don’t be afraid to try different retargeting services as you continue to track and analyze the prospect data to refine your messaging and process.
The real power of a retargeting campaign is in its ability to keep your brand/proposition in front of genuinely interested prospects, as their propensity for conversion continues to grow. While leveraging the initial investment that brought them to your site to begin with, your brand gains more traction and awareness. This repeated and focused exposure has been proven to produce high click-through rates, while increasing conversion rates within a relatively brief period of time.