Remarketing is one of the most effective strategies in B2B lead generation. It allows you to reach out to your existing contacts & website visitors to bring them back to your site to convert them into leads.
If you are looking for the best ideas to use remarketing campaigns to generate quality B2B leads, then this article is for you.
In this article, I will share some of the effective ways to use retargeting and remarketing that most successful companies are using and you can use it too.
Best Platforms for B2B Remarketing
There are several marketing platforms available in the digital space that you can use for your remarketing campaigns.
But the best remarketing platforms entirely depend on your target audience, product, and services that you offer.
Remember, in remarketing, you can retarget users on a platform only if they use that platform actively.
Here are some of the popular advertising platforms that offer remarketing campaigns –
- Google Display Ads
- Quora Ads
- Bing Ads
- Email Marketing (trigger-based)
- Onsite pop-ups & bars
7 Ways to use Retargeting for Remarketing Campaigns
Are you ready to take advantage of remarketing campaigns to generate quality B2B leads for your business?
Spoiler alert: With remarketing, you can also reach new potential customers who might have never visited your site.
Here are the best ways to retarget your prospects to convert them into leads and customers:
1. Retarget product/service page visitors
If someone visits the product or service pages on your website, the chances are that the visitors are most likely interested in the product/service that your company offers.
You can retarget such visitors across channels with related case studies, ebooks, or customer testimonials to win their confidence and get them back to your site for lead generation.
2. Retarget non-converting landing page visitors
You create a landing page to convert a highly targeted audience into leads or customers. But the truth is not everyone who lands on your site takes the required action on their first visit.
Agree? Well, this is where you can use the remarketing tactic to target the non-converting but potential customers on social media and get them back to the page for conversion.
Still, you may lose some of those visitors who might be interested in your offering but didn’t like the proposition or whatever the reason may be. To convert such potential customers, you can retarget them with other free lead magnets.
3. Retarget companies visiting your site
Leadfeeder is a powerful lead prospecting tool that tracks your website visitors and tells you which company visited your site recently.
Additionally, it reveals the contact detail of the key individuals for those companies which you can use to create a custom audience and run retargeting campaigns.
However, I have a better idea – You can target the key decision-makers from the company that visited your site with a personalized proposition based on the matching ideal customer profile and buyer persona.
And for this strategy, there’s no better platform than LinkedIn. LinkedIn Ads allows you to target users based on the company they are working and the job role.
Deep Dive –
4. Retarget blog visitors with topical lead magnets
Do you get a lot of traffic to your blog pages? If so, you have an opportunity to convert those visitors into leads and customers – just retarget them with related lead magnets.
Let’s say that you run a web development agency, and you’re getting traffic on WordPress-related blog posts. You can create in-depth and unique guides that show that your agency is an expert at WordPress development.
This way, you can win the confidence of the potential customers and get them into your sales pipeline.
Pro tip: Not every visitor landing on your blog pages are your target consumer, so ensure that you’re not investing too much of your budget in targeting them for a longer duration.
5. Leverage onsite retargeting
If you’re showing the same lead magnet to every visitor landing on your site, you might be turning many potential customers off because not every visitor would be interested in the same offering.
That’s where you can use onsite retargeting to provide a personalized experience by offering relevant lead magnets based on their interaction on your site, traffic source, page visits, time spent, geographic location, and other attributes.
Popups and bars are the best ways to use onsite targeting. Here are few lead magnet ideas you can offer –
- Topical lead magnet
- Consultation booking
- Product demo
- Case studies
With onsite retargeting, you can also target repeat visitors based on their past interactions on your site and across other marketing channels. So, ensure that you align the offerings with your B2B marketing funnel.
7. Remarket to your old contacts on social media
Retargeting can be a very effective way to reactivate your old and unresponsive contacts.
During the B2B sales cycle, several contacts might not be interested in your product/services at that time because of any reason. But it doesn’t mean they would not need your service ever.
And that’s where you can use retargeting campaigns to keep such contact updated with your latest product updates, case studies, testimonial, and anything that creates a recall factor. This way, whenever they make a purchasing decision, your company stays on top of their mind.