4 Retargeting Strategies to Re-Engage B2B Website Visitors
Unlock the potential of retargeting strategies to transform B2B website visitors into valuable connections. This article offers pragmatic advice and advanced insights from industry experts to help businesses reconnect, segment, and deliver highly personalized ads. Discover how to tailor campaigns effectively to different stages of the buyer funnel and maximize marketing ROI.
- Reconnect With Interested Visitors
- Segment Audiences By Actions
- Deliver Personalized Ads Based On Behavior
- Tailor Campaigns To Buyer Funnel
Reconnect With Interested Visitors
Retargeting campaigns are an excellent way to reconnect with visitors and encourage them to complete a purchase. It's important to deliver ads that feel relevant and timely, targeting those who have already shown an interest in what you're offering.
I also find that the first step is to break down the audience based on their actions. Not all visitors are in the same place in their buyer journey, so their retargeting needs vary. For example, if someone has looked at a product but didn't buy, I'll show them an ad with the same product, maybe adding a special offer or a reminder of its features. But if they browsed around the site and didn't add anything to the cart, I'll opt for a broader approach: featuring some best-sellers or a new promotion that might catch their attention.
Offering a small incentive has proven to be effective, particularly for customers who have abandoned their carts. I've had good success with sending a gentle nudge, like a reminder of the items left behind, along with an offer like free delivery or a discount. Creating a sense of urgency can often push them to complete the transaction.
I've also learned the importance of not overdoing it with frequency. Retargeting ads can quickly become overwhelming, so I use frequency caps to ensure that users aren't being bombarded with the same message. If someone has seen a few ads but still hasn't converted, I may scale back the number of ads or try a different approach to keep things fresh.
Segment Audiences By Actions
Retargeting campaigns can be a game-changer for bringing back visitors and getting them to convert. When I've run campaigns, I've found segmenting audiences based on specific actions works best. For example, if a visitor looked at a product but didn't purchase, I'll set up a retargeting ad showing that exact product or something similar, but with an added discount or free shipping. It's all about presenting a tailored offer that feels relevant to the visitor's needs.
Keep the ads simple and clear, with a clear call to action. I've seen better results when the message is straightforward, like "Your cart is waiting" or "Here's a special deal for you." The key is to keep it fresh—don't bombard people with the same message over and over. Mix up the creatives and the offer to prevent ad fatigue.
Deliver Personalized Ads Based On Behavior
We use retargeting campaigns to deliver personalized ads based on user behavior, such as showcasing products they viewed or offering checkout incentives for cart abandoners.
Dynamic retargeting, which displays exact products visitors interacted with, has been highly effective. For example, a cart abandonment campaign with exclusive discounts recovered 25% of abandoned carts in one month.
Use personalized, dynamic ads with clear CTAs and incentives to re-engage visitors and drive conversions efficiently.
Tailor Campaigns To Buyer Funnel
Retargeting is an essential form of advertising for any organization. Our team has the most success when we create retargeting campaigns tailored to specific target audiences, in specific areas of the marketing/buyer funnel. For example, retargeting someone with a request for a quote when they just read a blog post often isn't the most effective strategy. We want to push people through the marketing funnel. A blog visitor will receive different offers than someone who has downloaded an ebook or watched a webinar, and someone who has requested a quote or filled out a more sales-ready style offer will receive different ads to help push them through that sales process. It is a mistake when marketers are not segmenting their retargeting campaigns based on the buyer’s funnel. Doing so will increase your ad engagement, increase conversion rates, and lower your cost per customer acquisition.
