Here’s a fact for you marketers out there: 98% of your site visitors will leave before converting. That’s a huge (and depressing) amount of people who will never become your customers. Therefore, it’s vital that you find a way to recapture their attention by any means possible.
You may be wondering, how can I capture someone’s attention after he already left my site? Simple, it’s called retargeting (sometimes remarketing).
With a retargeting strategy in place, once a visitor leaves your site you can show him targeted display ads about your product or service as he continues to surf other sites. Retargeting works by using a small piece of code, which is commonly referred to as a pixel, on your web pages which tracks visitors.
Retargeting has traditionally been seen as a B2C tool, but recently B2B marketers have begun to use retargeting for lead generation and lead nurturing.
When starting out with B2B retargeting there are many third party tools that will make your B2B retargeting strategy a whole lot easier.
In this post I’ll review the pros and cons of third party tools such as AdRoll, Google, Facebook, and Twitter and explain how they can help you kickstart your B2B retargeting strategy.
Retargeting on Facebook is an easy and effective way to reach a targeted audience of users.
Facebook retargeting works the same as traditional retargeting – when a visitor comes to your site and leaves before converting, they will soon start seeing your ads on their newsfeed and on the right hand side of their home page.
Don’t forget, over 30% of U.S. ad impressions occur on Facebook so using Facebook to retarget is vital for bringing potential customers back to your website.
With over 5,000 advertisers in the U.S. alone, AdRoll has quickly become the platform of choice for most advertisers. AdRoll is an all-in-one solution for retargeting as it offers tools like Twitter retargeting, Facebook Exchange, and Custom Segments all from a single control center.
Besides for the the tools mentioned, AdRoll also has an extremely effective tool for tracking site visitors from various custom segmentations.
Not only are they great for retargeting, but Adroll is also excellent at customer service. An AdRoll representative will help you set up your segments in the backend of the platform on lists of pages you send them. This process may start out slowly but once the segments are set up they become a very useful tool.
Personally, I find AdRoll to be the easiest and most effective retargeting platform available and recommend it to anyone as a great way to begin his retargeting strategy.
Over the past few years Twitter has begun to jump on the retargeting bandwagon and now offers a simple retargeting solution. You can display promoted tweets or a promoted account to your website visitors who left without converting.
Not only is retargeting on Facebook effective for lead generation and lead nurturing, it can also help you grow your Twitter following and therefore gain more organic traffic to your website.
When retargeting with Twitter, it’s important to remember that over 75% of Twitter’s monthly visitors access the social media platform from their mobile devices. Therefore, when implementing your retargeting campaign, make sure your ads are mobile responsive.
There are two ways B2B marketers can implement a retargeting strategy with Google, the first is with AdWords and the second is with Google Analytics.
With AdWords you can retarget through the content network using display ads and mobile apps. Retargeting with AdWords however, is somewhat limited as you cannot segment the ads users see based on the web pages they visited on your site.
With Google analytics marketers are given a wider range of segmentation tools. Google Analytics provides marketers with retargeting lists which allows them to retarget users in a similar way to the custom segments that AdRoll provides.
Lastly, you can deliver specific ads based on the actual page’s visitors viewed on your site before leaving.
Remember, keeping your company or brand fresh in your target audience’s mind is key to for growing your business and finding new customers.
Did I miss any key retargeting tools? Let me know in the comments below.