Retargeting

Retargeting is an incredibly powerful tactic that can be used to great effect in lead generation campaigns. Being a little more creative with retargeting can produce a dramatic improvement in your results.

51. Don’t always insist on a registration immediately

Most campaigns designed to generate leads will root the contact directly to a registration form as the first step. If you have a great content offer, this can be the best approach. However, sometimes it can be better to demand less at the start: for example, offering a video on social media, and then retargeting the people who watch it, will enable you to focus your budget on an audience that cares about the issue you're discussing.

52. Retarget people who have visited key parts of your website

Visitors to your website are a fantastic resource for any lead generation campaign. Make sure you consider whether visiting a part of your website indicates a level of interest that could result in the contact becoming a lead. Also, don't forget to retarget people who visit your landing page but don't complete the form: this is a surprisingly effective tactic as people are more likely to fill in a form on second and subsequent visits to the landing page.

53. Use retargeting on social

When thinking about retargeting, Google is often the go-to place. Although Google can offer a great channel for display advertising to your audience, don't forget social media. In particular, LinkedIn can be very effective for retargeting as people are in a business frame of mind when they are on the site, although advertising costs on LinkedIn can be quite high.

54. Test lifetime in retargeting audiences

When creating a retargeting audience, you're able to specify the length of time that contacts are targeted. Your buyer’s journey should help inform the optimum lifetime, but it is always worthwhile checking by testing different lifetimes. Sometimes, however, you will be limited in what you can select if you have a small audience, as a short lifetime might make that audience too small to target on the platform.

55. Exclude audiences to be more accurate

When creating a retargeting audience don't forget to consider who should be excluded. This could be people within your organisation, or you might be able to use behavioural information to determine other segments that will not generate high quality leads.

56. Don’t rely on audience extension or similar audiences

Most platforms offer the ability to create look-alike or audience extension segments. If you are a B2B company with a specific audience, it is highly likely that the algorithm to identify look-alikes will be far too broad. Although it is possible to use these features successfully, most of our clients find the performance of campaigns that use them to be very disappointing.