How to Use Remarketing to Supercharge your Content Marketing
Just because a site visitor didn’t make a purchase or submit a form on their initial visit to your site doesn’t mean that they should be considered lost forever. Taking the appropriate steps to learn more about these individuals not only helps you form powerful ways to engage them again in the future, but it gives you an understanding of their demographic qualities, buying behaviors and more. These data points can help you create more focused, valuable and relevant content for your audience. Remember, these site visitors have already demonstrated some interest in your content by visiting your site in the first place so it is reasonable to think they would be interested in similar content going forward. For this reason, remarketing is an essential tool for forming your overall content marketing campaign
Do all roads lead to content?
Content marketing revolves around the process of creating or sharing specific media or publishing content in an effort to attract and retain customers. If you’re reading this blog, you already know that the ways to reach your target audience are endless: social media, blog posts, e-mail marketing campaigns, targeted PPC campaigns, or any of the other familiar tactics that businesses around the world are using to reach new customers, and keep regulars coming back for more.
Having so many options for engaging your audience can be overwhelming. Having so many options can also cause messaging to become muddy over time if less relevant avenues are taken for creating and distributing content.
So where does remarketing come in?
Remarketing is an informed process of targeting your site visitors with specific messaging and content based on actions they took or did not take on your site. It enables you to identify people who have already shown a distinct interest in your brand and market to them for weeks or even months after they’ve left your website. By carefully collecting information about the people who visited your site in the past and the pages they visited, you can create content-driven and data-driven remarketing campaigns to attract them back again the next time they are online.
These individuals have likely come to your site because they are in the information gathering phase of the sales funnel or because they are ready to buy. Remarketing is a tool that allows you to nurture that site visitor and guide them through the steps you want them to take that ultimately leads to their conversion as a new customer.
You’ll need to first install a remarketing code and apply it to all pages on your site. Once you’ve acquired the necessary visitor information, the next step for setting up an effective remarketing campaign is understanding your audience. We wrote a post on how to set up a remarketing campaign, so head there to find out specifics. Here is an example of how a targeted remarketing campaign can build and retain your customer base:
Target Audience: Non-converting visitors who did not visit the “Request A Quote” page on your website. (Pending the quote request form is the first step of the conversion.)
Goal: Increase “Request A Quote” page engagement.
Target Audience: Non-converting visitors who did visit the “Request A Quote” page, but did not submit their information to be contacted by a representative.
Goal: Focus on “Request A Quote” form completion.
Target Audience: Converting visitors who were contacted by a sales representative but who did not purchase a service or product through your site.
Goal: Create an informed campaign to sell your services to customers who opted out in the past.
Target Audience: Converting visitors who were contacted by a sales representative and purchased a service or product through your site.
Goal: Drive “Feedback Request Form” completion to learn more about their experience and how to offer them more relevant products in the future.
How Can Remarketing Inform Your Content Marketing Campaign?
Remarketing is a valuable tool for understanding content relevance and how to relate to your target audience. Plus, it allows you to build focused, content-rich campaigns that speak to the needs and interests of new and returning customers. After all, you’re not going to spend extra time building an elaborate social media campaign promoting your new snowmobile inventory in an attempt to reach the customers whom you already know reside in warmer climates and regularly visit your website to purchase bicycle gear. The same reason applies to the fact that you wouldn’t target a returning customer with a promo code or offer that is only valid for first-time converts only. Taking a few extra steps to create and share content that is helpful to your key visitors can produce really awesome results.
Save time and money by building content marketing campaigns that your target audience will relate to. Remarketing cuts the fat and goes straight to your customers’ needs. Knowing that a specific type of customer is interested in a certain product or service based on hard data can provide powerful insights to your campaign and your content. Something that seems as simple as delivering links that open directly to relevant content that exists on your site can produce a dramatic increase in conversions. You’re no longer relying on the customer to navigate your website where they may become lost or sidetracked in the process; you’re leading them to where you know they’ll get the most value based on past behavior.
Remarketing is a tool that both promotes the streamlining of content and informs the best methods of delivery to cultivate and retain a base of new and returning customers. By combining the insight and persistence of remarketing with carefully targeted content, you can expect your campaigns to pack an effective punch.
About Zach Etten
Zach is a certified Google AdWords Professional with over 4 years of experience managing successful PPC campaigns. His background in statistical analysis and interest in big data led him to become an expert in bid optimization tactics and strategies. Zach has successfully managed large and small campaigns for clients spanning many industries and business models. +Zachary Etten