With the overwhelming amount of information that each of us is exposed to daily, business professionals must fight for the attention of their target audience. Experts now estimate that it takes eight touchpoints to earn a customer lead (1), a number that continues to grow over the years. Trying to capture your audience when they visit your site, or our site, is sometimes just not enough. Audience retargeting is one way to increase your chances of reaching decision-makers with your marketing campaign.
What is Audience Retargeting?
Retargeting is when you follow a website visitor across the Internet with your campaign ads.
Here is a simple representation:
- A decision-maker visits Long Island Business News website and clicks on your display banner ad
- This prospect visits your website, browses around, but does not fill out your lead form
- As the potential customer browses his/her favorite sites on the web, Long Island Business News makes your ads appear in a polite but consistent way wherever they go on the web. These messages are designed to and re-engage them with your business
We know this user is highly qualified because he/she was reading articles on Long Island Business News website. We know this user was interested in the information on your site because they clicked on your ad on libn. com and went to your website. We don’t know why they left or decided not to contact you. It could be that a phone call interrupted their search, or maybe they just weren’t ready to pull the trigger. We can’t be totally sure, but we know that the decision-maker is someone you want to stay in front of with your ad campaign.
Retargeting Benefits Long Island Business News visitors are decision-makers looking for the latest industry information on news, events, and much more. By reinforcing a message to this highly qualified audience:
- You can recapture and re-engage with an audience you know is relevant and valuable to your business because they were on libn. com and your website. These audience members might be new customers, or existing customers you can sell more to in the future.
- Conversion rates for retargeting campaigns are 70% higher than for ordinary banner ad campaigns. That means you will get more ROI from your ad spend! Past site visitors are clearly a good set of business prospects for you to focus a portion of your advertising spend.
This data proves that sometimes we can’t capture people on the first try, and we’ve got to stay in front of them.
First-Party Data and Cookies Make a BIG Difference Due to privacy concerns and regulations around cookies, Apple Safari and Firefox have blocked 3rd party cookies (55% of mobile and tablet browser usage in the world). Google also announced that it will end support for third-party tracking cookies in the popul ar Chrome web browser as of 2023 (40% of the mobile and tablet usage in the world (4). Apple’s Safari browser and the Firefox browser, which are used by 1 in 5 Americans and all Apple/iPad/iPhone users, already block third-party cookies, This means that digital marketing will need to rely on “first-party” data for effective b2b marketing.
Understanding First-Party Data First-party data means information collected directly on a brand or publisher’s website. It means that there is a direct relationship between the site owner and the site visitor and the site visitor has opted-in to provide the first-party data.
At Long Island Business News, our first-party data is the information we have collected from our readers, giving us key insights. First-party data helped us learn that majority of our audience are in decision-making roles . We know who they are, what they are interested in, and where they spend their time. As the cookie-less future descends, these insights and in-depth customer knowledge will be the key to effective B2B business marketing.
Audience Retargeting with Long Island Business News At Long Island Business News , we are big believers in audience retargeting. We have access to a plethora of first-party data through our trusted relationships with decision-makers . Our audience is connected to us in many ways: in print, on the web, at events, in the social environment, and in email, so we have multiple avenues to reach your target audience and help drive business growth.
Get in Touch At Long Island Business News, our mission is to help companies do more business and grow the industry. If you’d like more ideas and insights on making audience retargeting work for your business, get in touch with one of our marketing experts by filling out the form below.
(1) Truelist, co 2022
(2) Merkle, 2021
(3) RTB House, 2022
(4) Stat Counter, 2022
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