Friday, June 26, 2015

ReTargeting audiences as a useful online content marketing strategy

ReTargeting audiences as a useful online content marketing strategy
The truth is that over 80% of the people who visit your site will not convert. However, you could get them to return to your site and you can present your product again. This is what retargeting is all about. You can also use retargeting to reach people who never opened your email, and those that showed an interest in your product. Let us focus on retargeting audiences as a useful online content marketing strategy (ReMarketing):

1. Vertical websites

These websites come in handy where some information is lacking in your niche, but is not relevant on your site. What you do is create a separate site. You then need to retarget prospects to your main site. If you do not fill that gap in your industry, someone else will. You need to rank on competitive keywords on the new site. Go for domain names that match user queries on search engines. These rank very well on search engine results.

2. Free trials

Here, you track the number of people who signed up for your product, used it for a while and then left. They could have been distracted, or the timing wasn’t right for them. You can send them some interesting content that reminds them of your product, after a few days. Here are some ways to go about this:
  •  Send emails directly
  •  Sending emails coupled with retargeting
  •  Retargeting
Check to find what works best for you.

3. Active Users

Some users are more likely to engage with your content and share it. You need to target these users directly. There are tools that you can use to measure user engagement, for instance Kissmetric’s Cohort Report. You can also use an NPS survey. Based on their level of engagement, you can then retarget these users.

Users who are highly engaged are more likely to share content with their friends. For example, a user who uses your product daily and is excited by it will share something positive about it on social media. You need to retarget such a user with easily shareable content. This way, you meet users on their own terms, increasing engagement with your brand.

4. Email marketing

You could use email marketing to target people who never open your emails, and even those who open your emails but do not click on them. You can show these two categories of people different content, depending on where they are on the sales funnel.

For example, you may send high value content to people at the top of the sales funnel, since they are the least engaged. Those people who open your emails and even click on them could be shown whitepapers and case studies. To make this easier, synchronize MailChimp and Facebook. You may actually see people who never opened your emails visiting your site.

5. Page based content

You need to show people content based on the pages that they had visited on your site. For example, the content that you send the people who visited the pricing page is different from the content that you would show people who visited your blog. You can show people content which is similar to what they have seen before.

6. Segmenting your traffic

You can segment your traffic via custom segment in Google Analytics. You can do this by linking Google Analytics with Google AdWords, which helps you to retarget specific segments of your audience. Some of the factors to use in retargeting include:
  •  Number of visits
  •  Landing pages
  •  Certain goal completion
  •  Page depth
  •  Session duration
You need to know what works for you. For instance, you may note that the people who converted were the ones who spent more than 5 minutes on your website. All you will need to do is create a custom segment and then target them on the Google Display Network.

7. Form Completion

It is possible to track the people who had begun to fill out a form, but did not complete it. Usually, they were interrupted, or had something else on their mind. You need to create a segment of leads, who will fill the form the next time they see it.

8. Past users

You must have had very many leads in your history. Retargeting is a good way to get them to visit your site again. One of the ways to do this is via using targeted ads. You already have their emails. Here is what to do:
  •  Promote your product’s features and benefits
  •  Make announcements
  •  Use case studies
  •  Keep in touch with your past contacts, and keep them engaged via new content.

9. Past promotions

Past promotions are one way that showcases retargeting audiences as a useful online content marketing strategy. You have probably done a number of promotions as you market your brand. The people who visit your site are not always ready to buy your products immediately. The most crucial thing is to make yourself easy to remember, when they are looking for a solution that you offer. When someone visits your site, you need to show ads to them when they visit other sites. All you need to do is present your offer on different platforms at different times.

10. A Series of Content

There are users who are hesitant about giving their emails. To reach these people, you can create a series of content and retarget them from one piece of content to the next one. Here is how to go about it:
  •  User visits your site
  •  You retarget them to some other content
  •  You retarget them to a landing page
  •  You retarget them to a whitepaper which has an email capture
This way, you funnel the user to more interesting content. They will give their email at whichever point. Some users could wait until they are ready, and then give their emails.

Some don’ts

You need to consider your budget when you are retargeting. If your audience is really small, the above techniques might prove to be very expensive. There are people who will never buy from you even if you retarget severally. Just remove them from your list.

Conclusion

We have looked at retargeting audiences as a useful online content marketing strategy. It is the only way to get people to keep visiting your site, and engaging with your brand.



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