For many, whether in the business or consumer realm, consistency is key.
Sometimes it takes seeing something twice to be reminded of your interest and curiosity in the product or service.
Whether your goal is to schedule a call or meeting or actually get the user to make a purchase, the practice of remarketing is essential.
We’ll take a look at the importance of incorporating remarketing into existing marketing strategies and share examples of how remarketing can work for your business.
What Is B2B Remarketing?
The process of remarketing is the strategy behind bringing previous visitors back to your website to finish the conversion, aka buying, process.
In the B2B space, you’re targeting another business (business to business), whereas with B2C(business to consumer) you’re targeting consumers directly.
A few ways B2B remarketing is different from B2C are:
- The decision maker: With B2C, the buying decision is made by a single person. B2B marketing decisions involve input from multiple people — often stakeholders and other marketing higher-ups who are involved in different stages.
- The sales funnel: It takes longer to close a B2B sale because the buying process is much longer than it is for B2C companies.
- The contacts: Because decision-making is so widespread, B2B marketers are targeting entire accounts, which means they’ll need to try and reach as many key personnel as they can to close the sale.
Because of these factors, B2B marketers can’t often use traditional remarketing due to the difference in their target audience.
But that doesn’t mean a B2B strategy won’t be successful.
Why Is It Important to Have a B2B Remarketing Strategy?
A successful B2B remarketing strategy:
- Helps to maintain brand awareness
- Nurtures leads by keeping customers engaged
- Generates new B2B leads
- Increases your email marketing success; and
- Works to get your existing customers back to make future purchases
Inspire and Engage
At Pretty-Impressive, each client is unique. Which is why we create strategies tailored to the needs of each company. Reach out and we’ll help you get your brand exactly where it needs to be — ahead of the rest.
The Top 3 B2B Remarketing Strategies
From remarketing lists to post-purchase remarketing and limited offer campaigns, there are numerous ways to up your B2B remarketing strategy.
We’ll review the top three and share why you’ll want to add them to your B2B marketing strategy.
1. Ensure An Initial Marketing Strategy Is In Place
The process of remarketing requires that you can only retarget customers who have already visited your site.
Having an initial marketing plan in place gives you the opportunity to get people to your site so that you can, eventually, remarket them.
Popular marketing strategies include:
- SEO
- Google Ads
- PPC
- Social media
- Blogs
- YouTube
- Landing page optimizations
- Etc.
2. Create Ads That Align With User Experience
It’s essential to have an understanding of whom you’re trying to remarket to based on where they’re at in the sales funnel.
With this in mind, you can purposefully target messages to send them.
Creating ads that align with user experience essentially means that you’re going to drive people to a place on your website that they’ve already visited.
The landing page each person is sent to will be relative to their own unique customer experience.
Once you’ve gotten the user to the landing page, you need to be thoughtful about what’s on it to move the user further down the sales funnel.
You’ll want to have the following on each landing page:
- A short headline that shares the offer
- A subheading to follow up and give a hook
- An image or video depicting the quality of the offer
- Copy that explains the benefits and details of the offer
- A compelling and straightforward CTA
- A short form to complete in claiming the offer
- A social testimonial or review that gives proof of the value of the offer
A marketing agency like Pretty-Impressive can help your business choose the right remarketing strategies and help you implement them, so you see the results you’re after.
3. Move Customers Further Down The Funnel
This idea stems from the strategy that you want to meet potential customers where they are in the sales funnel.
Start with …
- High-level
- General; and
- Interesting
… content that is focused on getting the user engaged and then moving them further along through the funnel.
It’s best practice to avoid cutting to the chase with a generic, “Buy me!” CTA.
Instead, feed users more and more specific and targeted activity by creating action-based rules that move users through the sales funnel — and ultimately, one remarketing list after another.
You’ll automatically add users who view a product page to your remarketing list and target them back for the purchase.
If they skip the checkout, they will be automatically moved to your “cart abandonment” list and targeted with ads encouraging them to complete their purchase.
Apply this strategy to every stage of your sales funnel, and you will have a fully-integrated remarketing strategy.
Inspire and Engage
At Pretty-Impressive, each client is unique. Which is why we create strategies tailored to the needs of each company. Reach out and we’ll help you get your brand exactly where it needs to be — ahead of the rest.
3 Reasons Creating B2B Sales Content Is Part of Remarketing Strategies
You’ll want to approach your B2B remarketing strategy by tackling the stages where you can remarket to customers. These include:
- Lead generation
- Lead nurturing; and
- Proposal
The ultimate goal in every stage of the sales funnel is to keep your company on their mind.
Below, we’ll share how and provide examples of remarketing strategies through the sales funnel.
1. To Generate Leads
There are a number of ways to use a remarketing strategy to generate leads, including:
- Using lists built around prospects in the consideration stage
- Targeting users with branded ads pointing them to a demo or discount-focused landing page
The idea is to keep your company top-of-mind and reassign the user to the next remarketing list by targeting them with the relevant campaign.
2. To Nurture Leads
Nurturing leads is all about furthering trust and staying present in order to drive the user to get a proposal (the next step in the sales funnel).
You might send your list of potential leads to consideration-based content that further establishes proof of value, like reviews or copy that showcases the quality of the product or service.
3. To Make Proposals
The last stop in the sales funnel is either a proposal or a purchase.
Remarket users to close the deal by sending a completely personalized follow-up that includes highly relevant content and tailored pricing details.
Once a deal is closed, you can continue to remarket in order to:
- Nurture loyalty
- Drive referrals; and
- Upsell when possible
B2B Remarketing Examples
An example for remarketing strategy aimed at generating leads might look like this:
- You have a lead that visits the landing page but doesn’t sign up. You might then retarget them with reviews or testimonials to further establish trust.
Maximizing email marketing is a way to nurture leads further along the sales funnel. You’ll want to create remarketing lists for any and all email subscribers. For example, you could create remarketing lists for:
- Users who visited your webinar sign-up page but didn’t sign up
- Newsletter sign-ups
- People you’ve had a call or meeting with but didn’t convert
- Users who converted but haven’t made a second purchase
In order to drive users to inquire about a proposal or even to make a purchase, consider incentivizing them with discounts or extended free trials.
Pretty-Impressive: Offering Tailored Marketing and B2B Remarketing Strategies for Your Business
Are you struggling to reach your business goals and turn potential buyers into paying customers?
With years of marketing experience, the team at Pretty-Impressive has helped businesses build multichannel marketing campaigns, including B2B remarketing strategies, to not only attract but retain their ideal customers for years.
Schedule a free audit today to learn how B2B remarketing strategies can work for your business.
