Retargeting has proven to be one of the most cost-effective online marketing strategies in the digital world. This concept allows advertisers to target consumers who have previously interacted with a certain website. By using cookies, you are anonymously tracking visitors on your site and seeing where they go next, what other websites they are visiting, etc. to help better understand their target market.
Retargeting is an ideal strategy for reaching users who made themselves familiar with your website, but may not have necessarily spent as much time as they had liked to on it. Retargeting sends a message via an ad essentially saying, “hey come back and revisit our site!” These little reminders can in return generate a high ROI for your company. The ads usually appear on the sides of the website. To the left is an example of our retargeted ad on another website.
It has often been thought that retargeting was more effective for large B2C companies because of the way it can increase repeat purchasing. However, B2B marketers have adopted retargeting into their own strategies with the mindset of keeping their brand name fresh in the minds of other businesses during a typically long buying cycle.
For B2B marketers, retargeting doesn’t ensure a repeat purchase. Rather, it increases engagement with potential clients who were on your website because they found an interest in your product, but may not have made that purchase. It is important, as a B2B marketer, to make sure all of your ads emphasize the buying stage because this is the quickest way to get a sale.
As a small B2B company, our team at HMG takes pride in our social media presence online. Retargeting allows us to keep our brand name relevant in current clients and future clients’ minds so that we can maintain a strong relationship with whomever we work with.
Retargeting is a cost-effective tool to incorporate into any company’s online marketing strategy. As our technology continues to evolve, we must use these innovations to our best abilities to help our companies continue to grow and reach its fullest potential.