Promote is the custom-built display advertising tool from Dealfront, available to all users. You can use it to create highly targeted brand or product awareness campaigns with precision. In this article we'll look at using Promote in relation to standard retargeting ads.

Retargeting is a digital marketing technique where you reach out to users who have previously visited a certain website, landing page or app, usually through some form of advertising.

Retargeting is helpful in both bringing visitors back to your website and boosting brand awareness by the nature of repetition.

Retargeting and remarketing are often used interchangeably in the industry. There are subtle differences between the two however, which have gotten less clear over the years. The goal of both methods though, is the same: to increase conversions from those most likely buy from you.

Traditionally, retargeting was more focused on paid advertising, so delivering ads on third party websites to users who have already visited your site; they may have interacted in some way or carried out a certain action (or not). Remarketing was more about re-engaging customer using emails, and so pushing them further down the purchasing path in this way.

With the rise of the major advertising platforms such as Google and Facebook, these lines became blurred, as the tools could do both.
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For the purpose of this article, we'll stick with using 'retargeting'.

Retargeting is a powerful method to bring customers back to your site to complete a desired action. We've described how a retargeting campaign would work in an ideal scenario below.

Say you have a potential customer that visits your website which sells shoes. They browse a few pages, then leave your site without making a purchase. They may never think about your website again; except, you have a retargeting campaign set up...

Later that day, the same individual is browsing the internet, this time they're casually reading some news and entertainment stories. A display ad for your shoe store catches their eye; this is the same website they were looking at earlier! They click through and come back to your website, but this time they find a pair of shoes they want to buy and checkout, turning them from a potential customer into a converted customer. Job done!

In the scenario above you'll notice we've talked about 'individuals'. This is a great example for the B2C space, where you want to talk 1 on 1 to your next potential customer, but does it translate as well into the B2B space?

A very common aspect of B2B buying decisions is that they're rarely made by one person, but often a group of employees. By only targeting the one individual who visited your website, you're actually missing out on extending your brand awareness, and so their consideration of your brand, further amongst that company.

Yes, targeting or retargeting an individual certainly has its place in the marketing mix and with other display advertising platforms you can target based on company name, job title or interests.

But what if you could retarget a whole company of interest to you, one who you already know has users who have visited your website?

This is where Promote comes in!

With Promote and Leadfeeder from Dealfront you can use account-based retargeting to deliver display ads to users at companies who have previously visited your website, even if they're working from home.

By starting with Leadfeeder, you can identify companies that have visited your website. Using our custom feed filters you can even narrow this down to create a list or lists of companies that have visited certain pages, visited from a certain location, spent X amount of time on site, or watched certain videos.

Once you've built a target list of companies from Leadfeeder, and know who you'll be advertising to, the next step is to set up a Promote campaign.

Stop chasing the wrong leads and start influencing the B2B buying committee from start to finish with Promote today!

For a step by step guide on how to use the Dealfront platform tools to support your advertising efforts, our B2B Advertising Use Case article goes into detail on how you can create campaigns that capture real demand.

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