98% of users don’t convert on their first visit
Despite the once common misconception that retargeting was best left for consumer e-commerce sites, it has since become favoured as an incredibly effective tool in the B2B environment, as way of keeping brands in front of the decision makers, during what is a typically long and complex buying cycle.
The reality is that 74% of tech B2B customers planning to make a purchase, will look at three or more companies during their decision making process, and if you’re lucky enough to make it onto their shortlist, you need to be going above and beyond to ensure that you’re not only ‘visible’ throughout this process, but that you’re also optimising your retargeting campaigns for success.
With that in mind, here is a short checklist to ensure you’re maximising your retargeting ROI:
Include a strong call to action – Trying to persuade your prospects to click on your ad in only a few words can be challenging, therefore the trick is to cut straight to the point, using clear language that tells your prospects exactly what you want them to do.
Avoid banner fatigue – Updating your advert creative every 4-6 weeks will not only ensure that ads are kept fresh and relevant, but will also serve to avoid “ad blindness”, whereby users are exposed to the same messaging so much that it no longer registers with them.
Stand out – While you should opt for colour schemes that will stand out against the background, don’t get caught up in following somebody else’s idea of what the perfect banner background looks like, it’s far more important to stick to your brands guidelines. That being said, the worst thing an ad creative can do is blend, therefore consider experimenting with colour, messaging, fonts and CTAs to see what works best for your brand.
Test…and test again – Don’t get too bogged down in trying to create the perfect ad creative based on other people’s opinions of what works and what doesn’t. While there are certainly points you should take on board, there is no one size fits all solutions, so don’t take “rules” at face value. Like any marketing effort, a successful strategy is reliant on the nature of your industry, brand, products & services and target audience, therefore consider A/B testing variations of ads to find out what resonates with your audience.
If you need any help with your retargeting campaign, from strategy to creative, give Napier a call.
