At it’s core Remarketing is the ability to show ads to individuals who engaged with one of your digital properties.
How most people are familiar with Remarketing is with B2C ecommerce. The perfect example is when someone looks at a product on Amazon.com and then sees the ad on other websites they visit (the ad follows them around).
The premise is that those who visited and didn’t purchase will see again what they were looking at and will choose at that moment to complete their purchase by clicking on the ad and finishing the checkout process.
But How Do You Use Remarketing for B2B Businesses?
In theory the idea is the same where you targeted those who previously engaged with you to turn them into customers or get them to buy more from you.
Listed here are the ways you can retarget individuals:
Tagging & Tracking Visitors from Your Website
Uploading an email list of leads or customers
Uploading a physical mailing list of leads or customers
When using the Tagging & Tracking method you are using a pixel or cookie (code the browser uses to track the visitor) that will allow you to show ads to those same visitors across the internet.
Uploading email lists and/or physical mailing lists let the platforms (Facebook, LinkedIn, Google) run a matching algorithm to find those users in their target pool to show those contacts on your list, your ads.
This is one of the easiest ways to get in front of leads and existing customers at the lowest cost.
And this targeting method is highly effective as the leads & customers already have some affinity for your company.
How Else Do B2B Companies Use Remarketing?
One of the most compelling ways we use remarketing for B2B is to use the targeting capabilities of one platform to extend that criteria across onto other platforms.
Not all ad platforms have the same targeting criteria available to choose from, so we will use the targeting criteria of one platform to drive in visitors and them remarket to those same visitors on other platforms that don’t have the targeting criteria we need. This way we know the audience being targeted on the 2nd platform is specific to our campaign needs.
For Example:
LinkedIn will allow us to target a job title within a specific industry at companies with a specific number of employees.
Facebook does not give you this capability.
So we will target on LinkedIn, Retarget those same visitors on Facebook where you cannot target the industries and size of the company accurately.
Did you know that nearly ALL CEO’s, Executives and Marketers answered YES when asked if they could come up with good blog topics. But when they were immediately asked to give one good topic only 2 out 10 were able to give any topic at all!!!
Then when asked if they could prove if that was a good topic, 0% could prove it or even tell how they would prove the validity of the topic.
That is BAD NEWS for these companies.
What this typically leads to is inaction, meaning Nothing gets published.
We believe that something is better than nothing.
But having the knowledge to research and create Good High Converting Blog Topics is best.
Doing this research is easier than you think and will deliver 10X or more on your current content efforts.
The three important steps we’ll cover are…
Keyword Research
Social Media for Validation
Back to the Search Engines for Final Refinement
Start with Your Topic & Validate with Keyword Research
The easiest advice we give to everyone on blog topic research is to start with what YOU Think is a good topic. Typically you’ll come up with a decent topic that can be refined through the steps we’ll share with you here.
But if you are truly stumped to come up with even 1 blog topic idea then keyword research will also be your guide to choose a good one.
Come up with a blog topic of your own (example: Top 3 Print Finishes for 2018)
If you can’t come up with a topic list the product or service you want to sell more
Examples: 2018 print finishes, print finishes 2018, top print finishes, print finishing options, finishes for print
Look for keyword results with volume and modify your blog topic to include a higher volume variant
Example: We were shown “Printing Finishing Options” as the only keyword with volume. In the related keywords section it shared with us that “Print Finishing” had a higher volume but that is more broad and included in your topic anyway.
Using this blog topic research model we would go with this topic: “Top 3 Printing Finishing Options for 2018”
You can see how we modified our original topic to include what / how customers are searching for this product / service.
Use Social Media to Refine and Validate Your Topic
Social Media is the greatest place to find real conversations for the topic you will be writing on.
These conversations will help you form supporting statements, rebuttals to arguments, and new questions or needs you hadn’t even thought of.
Use google to search for your topic on Quora.com
Use the site: command in Google to find conversations specific to your topic on Quora.com by including your highest volume blog topic variants ( example: site:quora.com + printing finishing options)
Read through the Quora.com results from your search and note good questions and answers from across the top 10 results for potential use as Q&A or examples in your blog topic.
Use BuzzSumo to find current relevant articles from across the web that may be trending to generate even more ideas to create greater value in your blog.
Example: Search “Printing Finishing Options” in BuzzSumo
Read through the BuzzSumo results from your search and note good questions and answers from across the top 10 results for potential use as Q&A or examples in your blog topic.
Go Back to the Search Engines to Refine & Finalize
Now that you have refined your blog topic through this comprehensive research and identified inclusions for the body of the blog post itself, it’s time to go back to the search engine to refine even more if necessary by manually looking at the search results to ensure you will show up, beat the competition and provide Massive Value to potential customers.
For example: Search in Google the term Printing Finishing Options
You need to identify if this search is bringing up relevant results to make sure that the search engines believe that the search term should result in pages that are listing options (or answers) to the term itself. If you see results that don’t make sense to you then it may be that the term is not the best to be using as a blog topic and you should start over. Google for example uses behavior to rank results and if more people want to see results of a certain type that is what the search engine will show.
The other things to look for are..
Does the search engine show Maps Listing Results
Does the search engine show Image Results
Does the search engine show Knowledgegraph elements on the right side of the page
All of these things can affect if this is a good topic.
Each of the above listed elements can all be optimized for but for now just know that if the results are relevant then you have a good topic and your research will set you up for success.
Will This Really Help?
Yes!!!
Having done this research will give you the opportunity to be found first in the search engines, will get more potential customers clicking through from social media & email and will provide Huge Value to the people you want to do business with.
