When you browse for a product on one website and then go to another site or social platform, you might see ads for the same products on these other platforms—almost like the product is stalking you. This is website retargeting, or remarketing. It is a display advertising method that serves customized ads to people who have indicated an interest in your brand by visiting a specific website. By placing a tracking pixel on the website, you can follow your target audience when they leave and make sure they still see your ads as they browse through their favorite blog, news, or shopping site, thereby persuading them to come back.
Retargeting has been helping B2C websites brand their business and drive conversions. However, it also presents a huge opportunity for B2B companies to grow their digital presence.
Why should the manufacturing industry care?
Take the example of Tata Motors, who with the help of a leading digital marketing company used retargeting to increase its web based inquiries and top-of-mind recall. The result was approximately 26 million impressions on ads, a three times higher click-through rate, and over 500 leads generated.
If you are looking to drive sales activity, increase the number of website leads, or promote brand awareness, remarketing or retargeting can be a great marketing tactic to start using. As per a study by Digital Information World, 96 percent of audiences leave websites before converting, or turning from a viewer into a buyer. Retargeting ads appear across the internet after you have visited a specific website. They will help you bring back those visitors to your website and thus increasing your chances of converting them.
The manufacturing industry and its products usually have a very niche audience. Hence, it is important that they reach their entire potential audience without having to market on a bunch of different platforms. Retargeting gives manufacturers an easy way to be the first thing that comes to mind when a potential customer thinks about a certain type of product by offering them engaging content. Remarketing ads are relevant for a niche audience. Since viewers had visited the site before, and thus have an interest in the product, you are simply helping that customer with the information that they have already sought out. This will help them in making the key decision of conversion, be it a simple registration or buying any product.
David Ogilvy, the Father of Advertising, said “Don’t count the people that you reach; reach the people that count.” Remarketing is an opportunity not to be missed by marketers in the manufacturing industry who want to bring back their website visitors along with achieving great conversion rates.
If a user came to your site to look at a blog, you can use retargeting ads to inform them of the related white paper in which they may be interested. This is cross-selling. Using remarketing ads, another related product can be offered in addition to the one they looked at.
The sales cycle for manufacturing industry products is also different from the typical sales cycle and is usually much longer. Potential customers in this industry need additional nurturing. Using personalized remarketing ads, many contact points can be created over a longer period of time to make sure that the product is on the top of potential customer’s minds.
Lastly, with retargeted ads, you will have more control and visibility into how your campaigns are performing, where your ads are showing, and what your ROI will be. 70 percent of visitors who are retargeted with display ads are more likely to convert, according to Digital Information World.
Manufacturers will need to create different audiences to remarket to. Your ideal customer cannot be anyone who visited the company website. Instead you will have to segment them into first time visitors, or repeat ones, and consider targeting them with customized messages as per their needs. The second important step will be to nail the target customers at the right time based on the type of target audience and the type of product you are offering. The third step is to create customized messages that resonate with your target audience. If you are unsure about any of the elements of the ad, use A/B testing to come up with the best option.
Retargeting can be precarious. The key to successful retargeting is to get the right message to the right audience at the right time.
Did your manufacturing organization successfully implement a retargeting campaign? We’d like to hear your story.