b2b retargeting - benefits & pitfalls
DESCRIPTION
This slideshare presentation discusses the benefits and pitfalls of B2B Retargeting as well as the different types of Retargeting.TRANSCRIPT
Retargeting Old Contacts
Our previous Slideshare presentation discussed the topic of retargeting those on your current
contact list.
Retargeting Old Contacts
Our previous Slideshare discussed the topic of retargeting those on your current contact list
There is another type of retargeting that is equally important: non-respondent retargeting
Non-respondent Retargeting
Non-respondent retargeting:
Retargeting those who have never opted-in to an offer (blog, white paper, etc.) from your company.
Example: You sell Business Accounting Software
Non-respondent Retargeting
Example: You sell Business Accounting Software
Non-respondent Retargeting
You can aim specific and targeted messages to potential customers
Potential customers include those who:
Potential Customers
Potential customers include those who:– Have searched on keywords related to accounting
software
Potential Customers
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software, including:
Potential Customers
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software including:
Potential Customers
• Your website
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software including:
Potential Customers
• Your website• Competitors’ websites
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software including:
Potential Customers
• Your website• Competitor’s website
• Industry websites
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software including:
Potential Customers
• Your website• Competitor’s website
• Industry websites• Product comparison
websites
Potential customers include those who:– Have searched on keywords related to accounting
software– Are visiting websites related to accounting
software including:
– Have posted or read social media content that is related to accounting software
Potential Customers
• Your website• Competitor’s website
• Industry websites• Product comparison
websites
Ad Retargeting:
Online ads are served up to individuals based on prior web activity (searched keywords,
websites visited, etc.) – tracked by cookies
Ad vs. Social Retargeting
Social Retargeting:
When a prospect clicks on one of your social media links a cookie is created – then targeted display ads are presented when they are online
in the future
Ad vs. Social Retargeting
Social Retargeting:
The link can either be to your own content or to relevant third-party content – the prospect sees your ads regardless of whether they have ever
registered for one of your offers
Ad vs. Social Retargeting
1. Reach prospects at their next online destination
Benefits of Retargeting
1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue with prospects
Benefits of Retargeting
1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue with prospects
3. Target by past behavior and propensity to purchase
Benefits of Retargeting
1. Reach prospects at their next online destination
2. Extend impressions and continue the dialogue with prospects
3. Target by past behavior and propensity to purchase
4. Increase brand awareness
Benefits of Retargeting
5. Shorten the sales cycle through relevant education
Benefits of Retargeting
5. Shorten the sales cycle through relevant education
6. Complement other marketing campaigns
Benefits of Retargeting
5. Shorten the sales cycle through relevant education
6. Complement other marketing campaigns 7. Target your competitors’ prospects and customers
Benefits of Retargeting
1. Wasting a lot of money if you target poorly
Pitfalls of Retargeting
1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face” messages
Pitfalls of Retargeting
1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face” messages
3. Invading privacy by too precisely tracking your prospects online behavior
Pitfalls of Retargeting
1. Wasting a lot of money if you target poorly
2. Annoying prospects with too many “in your face” messages
3. Invading privacy by too precisely tracking your prospects online behavior
4. Not capitalizing on your retargeting efforts because of weak offers and landing pages
Pitfalls of Retargeting
Check Back!
In subsequent presentations I will walk through specific media and methods you can use to
retarget prospects
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messagingWebsite optimizationContent creationLead generation
You Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)