How to Master Lead Generation Using Retargeting
Every business needs a steady stream of fresh customers in order to stay afloat, especially given that 50% of customers naturally churn every five years.
It’s also no secret that lead generation is one of the top marketing challenges.
The true extent of this problem becomes evident once we learn that 80% of marketers say that their lead generation efforts don’t work out the way they expected.
Retargeting will allow you to piggyback on your previous lead generation endeavors and engage leads who have already interacted with your brand through different channels.
Give Your Leads a Second Chance
It’s pretty frustrating when you realize that all the hard work that you put in driving traffic to your website paid off only halfway — visitors come but leave without converting.
However, this isn’t a reason to get too upset.
Only 2% of first-time website visitors make their purchasing decision instantly.
It usually takes a lot of nurturing and engaging before they click that “Buy” or “Sign Up” button. The situation is even more complex in the B2B industry because impulse purchases aren’t a common thing.
The fact that B2B products and services are usually complex and not particularly intuitive means that companies need to initiate and encourage numerous touchpoints and educate their prospects persistently before a conversion takes place.
If you managed to attract a prospect once, it will be easier for you to target them with the right messaging again, and make them come back.
Of course, understanding the pain points your audience struggles with on a daily basis should be your first step, because only then will you be able to tweak your offer and highlight your products’ benefits which appeal to them.
Re-Target Them on Facebook
No matter what you think about Facebook, it can’t be denied that it’s a powerful medium for promoting your business and engaging your customers.
Facebook boasts 2.32 billion monthly active users, which makes it an indispensable channel for lead generation.
Facebook retargeting is the process of implementing the Facebook Pixel, which is basically a small, unobtrusive fragment of JS code which drops a cookie on your visitor’s browser after they visit a certain page on your website.
This discrete cookie is then, in turn, identified by Facebook once the said visitor logs into their account and your retargeting ad campaign, especially tailored to their interests, is triggered.
In other words, every visitor can be displayed a different ad based on what the pages they visited on your website.
Facebook Ads are an excellent retargeting tool given that they show up on your prospects’ feed and easily capture their attention, thus overriding banner blindness which has become a serious problem.
Besides that, Facebook boasts a variety of targeting options, which means that you can segment your audience based on different filters or parameters, and create various custom audiences for an even better reach.
Retarget Them With Google Ads
While Facebook retargeting will help you nurture your leads and improve brand awareness on this social media network, Google Ads will give you access to a huge audience of searchers.
The search engine giant processes approximately 3.5 billion search queries every day, and this means that your products and services will be placed in front of the right people’s eyes at the best possible moment — while they’re looking for a solution to their pressing problem.
Apart from giving you access to an immense audience, other Google Ads benefits include:
- Measurability. Nowadays, when the success of your marketing campaigns depends heavily on knowing what works and what doesn’t, the fact that you can monitor your numbers, keep track of your conversions, and calculate your ROI directly on your dashboard makes this tool a must in every marketer’s arsenal.
- A big budget is not mandatory. Although almost every metric shows that companies with more money are more successful, don’t let this deceive you. The trick is to be more active, keep track of your conversions, use more ad extensions, and add more negative keywords among other things — it’s these factors that make a difference, and not a big budget, meaning that you won’t have to pour more money into your advertising.
- Efficiency. Google Ads is faster than SEO when it comes to results. It’s a good idea to leverage Google Ads while you’re setting up your SEO plan, because it’s a great way to test different keywords and see whether it’s worth ranking for.
Don’t Retarget All Your Visitors
As I’ve already mentioned, not all your website visitors are ready to purchase while many of them aren’t a good fit for your business.
Instead of unselectively retargeting all of them and risking sending a wrong offer — some of them might have already filled out your lead magnet form, while others might have bounced off after reading a single blog post — target them based on specific actions they take on your website. The former might be interested in a free trial, while the latter could use a lead magnet, to begin with.
Create a Separate Lading Page for Every Retargeting Campaign
Companies with more than 40 landing pages generate 12 times more leads than those with less than 5.
After your prospect finally clicks on your retargeting ad, they should be taken to a clutter-free landing page with a strong message match.
So, the message on an effective retargeting landing page is aligned with the ad with which it’s linked.
If you have more than one offer on your landing page, your retargeted visitors will be confused, and they won’t understand what exactly you want them to do.
Here are a couple of guidelines for creating an optimized retargeting landing page:
- Craft a clear and convincing headline, connected with your ad;
- Use a compelling and highly visible CTA with persuasive copy;
- Don’t use long forms;
- Mention your unique value proposal;
- Add social proof to build trust and credibility;
- Don’t use too much text.
Focus on Abandoned Shopping Carts and Forms
Not every bounced lead deserves the same treatment and your undivided attention.
Prospects who abandoned their shopping cart or checkout process are your safest bets, and it’s OK to spend more time and money on engaging them.
This means that they seriously considered making a purchase when something happened and changed their mind.
Some of the main reasons for shopping cart abandonment are hidden costs, a complicated checkout process, no trust badges, and not enough payment methods.
Try to fix these issues, and retarget your prodigal potential customers again.
On the other hand, you can allocate a more modest budget for retargeting your bounced home page and early stage visitors.
Educate and Produce Superb Content
In order to reduce your bounce rate and get more leads to convert, you need to educate them about your products and services and offer them relevant, high-quality content for free.
This will improve your brand awareness and nurture your temporarily lost leads until they’re ready to buy.
The content which addresses your audience’s main pain points and issues and offers practical and easy solutions will help you generate more leads and successfully retarget them even if they don’t convert immediately.
They will gradually come to realize how your product or service can help them, and decide to pull out their credit cards.
Retargeting is a powerful tactic which will help you turn your prospects into qualified leads and nurture them into becoming loyal, paying customers.
If you’re interested in bringing back your bounced traffic, check out the digital marketing services we offer at Cube Digital. Get in touch with us today!