B2B Retargeting and Remarketing: Fan the Flames of Conversion

Grant SpaethBy Grant Spaeth
March 7th, 2024 • 4 Minutes

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For recruitment marketers, the journey to find the right TA tech involves navigating through a maze of red tape and decision-makers. Picking the right platform is just the beginning—and it usually starts with your website.

If you’re lucky, that single visit will spark an interest.

But without the right follow-up, this spark of interest can easily be doused among their demanding roles and the constant influx of information. 

This is where retargeting and remarketing step in—not to hit your prospect over the head but to gently remind them of your brand. These ads will keep that initial spark alight.

It’s crucial to understand the complicated and often long buyer’s journey for recruitment marketers. Recognizing that first interaction as the start of a potential relationship is key, and with a careful, considered approach, you can guide them closer to your solutions, turning initial curiosity into meaningful connections.

The Difference Between Retargeting and Remarketing

We’ve all been shopping online for a new pair of headphones, only to see that very product following you across your social media feeds or other websites? This is what retargeting and remarketing do. Both are designed to recapture the attention of potential customers. 

And while both are often used interchangeably, they do so in different ways and cater to distinct stages of the customer journey.

What is Retargeting?

Retargeting is akin to those product ads that seem to “follow” you online after you’ve visited a retailer’s site. In the context of recruitment marketing, it would involve displaying ads for your platform or service to TA pros who visited your site but left without engaging further. This strategy keeps your brand visible to them, gently nudging them to reconsider your offerings as they browse elsewhere on the internet.

What is Remarketing?

Remarketing, while similar in intent, operates on a broader scale. It re-engages those who have previously interacted with your brand through channels like social or email, not just through website visits. 

For example, you might target a user with a specific ad after they clicked on a link from a specific email campaign. This helps usher them further down the funnel. 

By understanding and deploying these strategies effectively, you can ensure that initial sparks of interest in your TA technology are not lost but are fanned into flames of engagement, guiding recruitment marketers through their decision-making journey.

Diversify Your Digital Touchpoints

The beauty of these tactics lies in their versatility. Retargeting and remarketing thrive on the diversity of digital platforms, each serving as a unique channel to reignite and maintain the interest of your audience. By leveraging a variety of platforms, you create a wide network that keeps your service and solutions in the forefront of their mind.

Imagine a multi-pronged approach where each acts as a specific fuel source:

  • LinkedIn: Ignite professional connections by directly targeting individuals through their LinkedIn feed. Sponsored content and ads on LinkedIn can spark meaningful connections by presenting your solutions where professionals engage and interact.
  • Google Ads: Expand your reach with Google Ads, tapping into Google’s extensive network to present your solutions to those searching for or reading about relevant topics. This broad exposure increases the chances of capturing the attention of leads who are actively looking for TA tech solutions.
  • Social Media: Utilize other social platforms like Instagram and TikTok to increase brand awareness and engagement. These platforms allow you to connect with a wider audience, including those not actively searching for TA solutions but who may still benefit from your offerings.
  • Email Marketing: Personalize your communication with tailored email marketing campaigns. By segmenting your audience and providing valuable content such as case studies, webinars and white papers, you can nurture leads at different stages of their decision-making process, guiding them closer to conversion.

Best Practices for Optimizing B2B Retargeting and Remarketing Campaigns

Optimizing your retargeting and remarketing campaigns is more than just being visible—it’s about making meaningful connections that lead to conversions. Here’s how to ensure your efforts resonate with talent acquisition professionals and guide them through their decision-making process:

  • Segmentation is the Key: Don’t treat all leads the same. Group your audience based on their website behavior, such as page visits or cart abandonment. You can also segment by previous interactions, allowing you to deliver precisely targeted messages.
  • Content is the Spark: Generic ads won’t cut it. Tailor your messaging to each segment’s stage in the buyer’s journey. Offer valuable content that addresses their specific pain points and showcases your expertise.
  • Frequency: Balance is Key: Don’t bombard your audience. Aim for a balanced approach that keeps your brand visible without causing ad fatigue. Think of it as gentle reminders, not relentless stalking.
  • Track and Analyze: Data is your compass. Monitor campaign performance across platforms, analyze results, and adapt your strategies accordingly. Use retargeting pixels and website analytics to understand user behavior and optimize your approach.
  • Privacy is Paramount: In today’s data-driven world, respecting user privacy is non-negotiable. Ensure you comply with all relevant regulations and obtain proper consent before retargeting.

Beyond New Leads: Rekindling the Flames

Don’t neglect the power of remarketing to existing customers! Offer exclusive deals, product updates or loyalty programs to keep them engaged and coming back for more. Remember, customer retention is equally important as lead generation.

By understanding the nuances and implementing these best practices, you can transform interest from mere sparks into raging flames that illuminate your B2B marketing efforts and guide leads towards conversion. So, go forth, ignite the digital fire, and watch your conversions soar!

For more tools to help your recruitment marketing efforts, visit our marketplace now. Happy hiring!

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