What is retargeting?
Retargeting is a way of nurturing leads via paid advertising who have had initial contact with your brand. Using multiple tools such as Google Ads, LinkedIn, Facebook, Twitter or Instagram, you can reach out to potential customers across a multitude of websites. It’s like a second attempt at turning a website visitor into a paying customer.
We all know how this works in the B2C sector. Say you’re looking for your next holiday destination. After looking at a few flight options and various hotels, you close those tabs without making a purchase. However, you may continue seeing ads from various providers about deals on holiday packages following you across the internet.
Retargeting in the B2B sector works in a similar manner. But instead of pursuing specific individuals, you’re often retargeting multiple key persons from a company. You will also have to do this for a longer period of time as, traditionally, the B2B sales funnel is much longer.
Nevertheless, this doesn’t mean that it’s not worth doing. On the contrary, retargeted visitors are 70% more likely to convert or complete an action than users who weren’t targeted a second time. In fact, B2B retargeting outperforms B2C by almost 150% in terms of click-through rate. So it’s a worthwhile tactic, but where to start?