Quelles sont les stratégies de remarketing pour les entreprises B2B ?

Tools like Google Analytics and Facebook Ads Manager are great for setting up these segments. And if you’re looking to spice it up, experimenting with different ad formats—like carousel ads or video ads—can really make your ads stand out.

Remember that remarketing is not just about staying in front of website visitors. Consider the other audience segments you can remarket to - conference/tradeshow attendees, webinar registrants, MQLs/SQLs that haven't closed. These are all audiences who have already interacted with your brand, and you can adapt your messaging based on that. For example, when remarketing to MQLs/SQLs, you can promote case studies, testimonials, reviews, product features, etc to help nurture those leads along the buying journey.

Segmenting the ICP based on behavior and engagement stage is a key in tailoring the remarketing campaigns. Here are the audience segments I always create for my campaigns: - Website Visitors (30-day, 60-day, and 90-day visitors) - High-Quality Page Visitors (30-day, 60-day, and 90-day visitors to specific pages like product, pricing, demo, etc) - MQLs list not moved down the lifecycle Apart from this, consider the platform specific audiences that you can leverage. For instance, when running remarketing on LinkedIn, create these: - Video Viewers (50-97% viewers) - Lead Form Engagers and Submitters - LinkedIn Page Viewers and Engagers - Users who clicked on single-image ads - Company list via engagement data

In the world of paid social media, the focus of retargeting can be a few different options. More often than others, website retargeting is an important consideration when B2B brands want to keep in front of an audience that has already spent time on their website! These campaigns can run cheaper than typical traffic campaigns and are a great aspect of paid social media marketing.

After segmenting website visitors by their actions, our targeted email series for each segment resulted in a 20% uptick in conversions, proving the power of personalized communication.

Segmenting your audience allows you to create personalized and targeted campaigns, increasing the likelihood of converting leads into customers. For instance, you can segment your audience based on their level of engagement, such as website visits, content downloads, or interactions with specific product pages. Once segmented, you can employ targeted ads or email campaigns to re-engage these audiences with relevant content or offers. For example, if a potential customer visited your website and downloaded a whitepaper on a specific B2B solution, you can create a remarketing campaign that showcases related case studies or offers a limited-time discount on the associated product or service.

Segment your audience by interest, intent, and engagement levels. Create lists for visitors of different pages or those who consumed specific content like blogs or webinars. Tailoring ads to each segment's needs helps move them along the buyer's journey more effectively.

Be as many places as possible! You can place remarketing code from a variety of channels on your website and then remarket to people wherever they spend their time - Google's Display network, YouTube, Facebook Instagram, LinkedIn, X, Pinterest, SnapChat, etc.

Choosing LinkedIn Ads for a niche B2B segment and complementing it with Google Display campaigns, we saw a 35% increase in lead quality and a 15% decrease in cost per lead.

For B2B businesses, First use LinkedIn Ads to reconnect with professionals. Craft engaging content showcasing your expertise and solutions. Secondly, employ Google Ads, utilizing display and search campaigns. Retarget website visitors with relevant ads highlighting key product/service features. Thirdly, leverage email remarketing. Develop personalized drip campaigns for leads in various stages, emphasizing the value proposition. Fourthly, YouTube Ads can be impactful for visual storytelling. Create compelling videos addressing pain points and solutions. Lastly, consider retargeting on industry-specific platforms. Tailor content to match the platform's context, reinforcing your brand's relevance.

Leverage the professional nature of LinkedIn for B2B remarketing. Use LinkedIn Ads to target specific job titles, industries, or company sizes. Create tailored content that speaks directly to the pain points or challenges faced by professionals in your target industry.

For B2B, I would usually recommend being present on both LinkedIn and Google at a minimum. But for remarketing campaigns, depending on your budget, I would be on as many platforms as possible. The reason for it that you want to appear and tell your message in different formats but also at different moments in your prospect's life cycle.

Select the best platforms based on your goals, budget, and audience. Use Google Ads for broad reach or LinkedIn Ads to target specific industries and job titles. Test and optimize to find the most effective channel for your remarketing campaigns.

Start by identifying your target audience and tailoring messages that address their specific pain points or needs. Develop content that highlights the unique value proposition of your product or service. Use language that resonates with your audience and positions your offering as a solution to their challenges. One effective strategy is to leverage personalized email campaigns. After a potential B2B customer visits your website but doesn't make a purchase, set up a series of follow-up emails. Craft messages that remind them of the benefits of your product or service, showcase customer success stories, and offer exclusive promotions or additional information. Keep the emails concise, engaging, and focused

A/B testing email subject lines for our remarketing campaign revealed 'Your Custom Report Awaits' outperformed others by 50% in open rates, emphasizing the impact of personalization.

Personalize your ad copy and landing pages based on user behavior and segmentation. For example, if someone downloaded a white paper on a specific topic, show them a retargeting ad with a case study related to that topic. This level of personalization demonstrates you understand their specific needs and increases engagement.

Create personalized, value-driven messages that resonate with your audience. Highlight benefits, use social proof, offer incentives, or create urgency. Dynamic remarketing can showcase products or services viewed by prospects, increasing relevance and engagement.

The key is to stay on their radar without becoming intrusive. Imagine you're a B2B software company. Begin by determining a suitable ad frequency, ensuring that your ads don't overwhelm prospects. For instance, show ads to website visitors who viewed your product but didn't convert. Set the duration based on your typical sales cycle; if it's a long cycle, extend the remarketing period. Tailor ads with compelling content highlighting unique selling points or case studies. This approach keeps your solution in their consideration as they progress through the decision-making process.

Adjusting ad frequency to appear every third day increased our engagement without ad fatigue, boosting our overall campaign ROI by 25%.

Balance ad frequency to stay top of mind without causing ad fatigue. Adjust campaign duration based on your sales cycle. For instance, with a 90-day sales cycle, remarket for at least 60 days to maintain interest without overexposing your ads.

Perform weekly, Monthly and quarterly audits of your remarketing campaign. There will always be elements that work better then others - there can be optimised

Use analytics to assess performance and refine your approach. For instance, consider a software company targeting businesses for its project management tool. After a user visits the website but doesn't sign up, employ remarketing. Display ads on LinkedIn and other relevant platforms showcasing the tool's benefits for streamlining projects. Measure ad engagement, click-through rates, and conversion rates. Analyze the data to identify which channels and messaging resonate most. Adjust your strategy accordingly, allocating more resources to high-performing channels and refining ad content for better engagement

By refining our targeting based on performance analytics, we redirected 30% of our budget to the highest-performing channels, resulting in a 40% increase in lead generation.

In my experience, I've found that tracking and analyzing the performance of your campaigns provide insights into what's working and what's not. By monitoring metrics like impressions, clicks, conversions, and cost per acquisition, you can identify areas where you need to improve and optimize. Additionally, measuring return on ad spend (ROAS) and customer lifetime value can help you understand the long-term impact of your campaigns on your business. To further enhance your strategy, you should also experiment with different variables, such as audience segments, platforms, messages, frequency, and duration. By testing and optimizing these variables, you can find the best combination of tactics that work for your B2B business.

Track key metrics like impressions, clicks, conversions, CPA, ROAS, and customer lifetime value. Continuously test and refine audience segments, platforms, messages, and ad frequency to optimize your remarketing strategy and achieve better results.

Additionally, one can enhance their B2B remarketing strategy by implementing a few other tactics like: - Lookalike Audiences: Find new potential customers based on existing customer data - Offline Conversion Tracking: Match offline conversions back to your remarketing campaigns for deeper insights

Incorporating customer feedback into our remarketing ads resulted in a more authentic message that resonated with our audience, leading to a 20% increase in return visitor engagement.

Don't be afraid to experiment. A/B test different ad variations, landing pages, and CTAs to see what resonates best with your audience. This data-driven approach helps you continuously optimize your campaigns for better performance.

Consider sharing success stories, unique insights, or additional strategies that highlight the effectiveness of your remarketing efforts. For example, you could discuss how A/B testing improved conversion rates or how integrating CRM data refined targeting and messaging.