This year, one of your top marketing priorities should be to take a long, hard look at your digital advertising strategy. Where is it working — and more importantly, where isn’t it working? Current digital advertising methods make it difficult to generate qualified sales leads with anywhere close to a reasonable cost-per-lead. At the same time, personalization and retargeting have become increasingly popular (although separate) strategies for both outbound and inbound marketing, and now marketers can apply those strategies to digital advertising.
Personalized emails have been shown to increase click-through rates by 14% and conversions rates by 10%. According to the most recent Chango Retargeting Barometer, one in five marketers already has a dedicated budget for retargeting, and over 50% of marketers plan to increase their retargeting budgets in 2014.
If you don’t have a retargeting budget, let’s take a moment to define retargeting, and explain why you might incorporate retargeting into your marketing mix. Retargeting is a type of digital advertising focusing on users who have previously visited your website. Since it targets those who have already expressed interest (with a website visit), it allows you to narrow your reach — especially compared to broad display advertising. When you use broad advertising tactics, you can’t ever be sure who will see your ads. Through retargeting, you can identify a person’s relevant attributes, such as behavior and firmographics, and use retargeting to customize his or her experience by presenting relevant content on display ad network sites.
Here are five ways you can optimize your ad spend with personalized retargeting:
1) Get Company-Specific
You can use information about your visitors, such as what country they are from, in ad retargeting. But what if you also knew which organizations they were coming from? You’d be a lot better equipped to run personalized campaigns that engage and target these prospects. With retargeting, you can actually present personalized ads to prospects from specific companies.
2) Get Industry-Specific
Using B2B analytics integration, personalized retargeting also allows you to see which industries your prospects are from. Once you know which industries you want to target, you can run A/B tests using various ads. Determine which version has the highest conversion rates, and reuse that content whenever you target companies within that industry.
3) Focus on Key Accounts
Using Account-Based Marketing, a sales team might focus on a group of accounts with similar attributes, rather than a specific organization or industry. This could be a group of accounts within an industry, or simply named-account lists that your sales team can supply. Land those dream accounts by identifying and engaging target accounts with personalized content, messaging, and calls-to-action.