Unfortunately not every person that visits your website will convert into a paying customer but that doesn’t mean you should give up on them. Taking steps to learn more about your site visitors will give you a better understanding of their needs and allow you to market your products or services at them in a more relevant way.
By visiting your website, they have already shown some interest in your content, so it would be okay to assume that they would like similar content going forward. With this in mind, we recommend using an approach known as remarketing to boost your content marketing campaign.
Remarketing helps you to target relevant content at people that have shown interest in your products but failed to convert.
What is remarketing?
Remarketing is the process of targeting your site visitors with carefully crafted messages and content, based on the actions they took or failed to take on your website. It allows you to identify people who have shown an interest in your products or content and continue marketing to them after they have left your website.
By collecting information about your site visitors, including the content they showed interest in whilst browsing your site, you can create targeted remarketing campaigns that drive them back to your website and encourage them to make that all important conversion.
Rather than simply shouting your marketing messages at prospective customers, remarketing helps you to craft well-targeted messages that are of importance and interest to them.
Nurturing your site visitors
You could describe remarketing as the process of nurturing your website visitors through the buying process. Once they have shown interest in your products or services by visiting your site, your remarketing campaign’s aim will be to guide them through the steps you want them to take, which leads them to converting and becoming a paying customer.
To get started you’ll need to install a remarketing code on your website. It will need to be added to all of the pages you want it to capture site visitor information from. Once your remarketing code starts gathering information, the next step will be to analyse it and learn more about your audience. By evaluating the stage they’re at in the buying process, you will be able to get a better idea of the remarketing content you need to send their way. For example, if a visitor failed to visit your ‘request a quote’ page, the goal of your remarketing campaign will be to increase ‘request a quote’ page engagement.
Benefits of using remarketing
Remarketing can help you understand how to make your content more relevant to your target audience. The process enables you to build content-rich campaigns that appeal to and meet the needs of both new and returning customers. It can make content marketing a more effective and cost efficient process, as you will be building a campaign that your target audience can actually relate to and are therefore more likely to achieve the desired results.
Providing you create well-targeted, captivating content for your remarketing adverts, they should direct past visitors back to your website to complete their call to action. By showing your ads across the web, remarketing serves as a reminder to those customers that failed to convert to return to your website. Including an incentive to return, such as a discount code or promotional offer can also assist your remarketing campaign.
Remarketing is a valuable tool that is designed to effectively target content at prospective customers and inform you of the best way to delivery it. The combination of accurate insights about your site visitors, coupled with carefully crafted content has the potential to achieve fantastic results for your business, including a high return on investment for your remarketing campaign.