Content Marketing Blog mint

Content Marketing Blog

Increase Conversions by Remarketing to Your Website Visitors

We all know the pain of seeing a high number of visitors but very little response to CTAs (Calls To Action), high bounce rates, short visit times, non-returning visitors, abandoned shopping carts and minimal sign-ups to newsletters. It is all very well getting SEO right, but then what if your website content lets you down and fails to convert.

Discovering who has been on your website and then targeting further marketing at them over a period of time is known as 'Remarketing' or RM. It can be achieved easily using Google's remarketing system, which means ads can be shown to these visitors as they surf the web across Google's Display Network and partners. There are other remarketing systems too such as Facebook Exchange. Which RM choices you make are down to your target audience, as well as your budget.

For Google remarketing, you will need an Adwords account and then you can add the remarketing tag to all pages of your website or in your mobile app. This will then track your visitors as they progress around the Web, displaying your ads on other sites that form part of the Display Network.

These reminders of your existence will help you to reach users who may have dropped out due to circumstances beyond their control or who have simply forgotten to return. However, if a user left because your content is of no interest, you need to ensure that your business does not get associated with stalking, so keep your remarketing campaigns tight e.g. for a month or 6 weeks only.

You can also tie in your remarketing with your Google+ presence and add social annotations to your ads. This is an easy procedure with an Enhanced campaign, but it does rely on you being active on G+ too so that your social annotations are positive.

How Does Remarketing Work?

Monitoring your remarketing campaigns will help you to identify content and pages on your website that quite simply, are not working at all, even with your additional marketing strategies. You can also A/B test which ads work better than others during your remarketing campaign – information which you can also apply to your standard Adwords.

By working with your goals and funnels, you can categorize your remarketing ads so that you deliver different ads for different people e.g. those who abandoned a shopping cart, or who did not sign up to receive a white paper.

Remarketing with Facebook is a matter of signing up to Facebook Exchange, where real-time bids are made to capture audience attention with your ads on other DSPs (demand-side platforms) as well as on Facebook.

There was a considerable amount of noise made about behavioral targeting (or retargeting as it is now called) when Phorm and so on were announced. Nevertheless, behavioral targeting has become commonplace as can be seen by its integration for publishers within Google and Facebook.

The truth is that for many site visitors, there is so much information that there is a level of honest forgetfulness about re-visiting a site. So typically, a site may be abandoned because the phone rang, the Internet connection dropped, work commitments reared their head, or social media interactions interrupted. A reminder to return to the site is often, although not always, welcomed. And the vast majority of Internet users do not necessarily know that it is their own behavior that is triggering the ads being shown to them around the Net.

Having attracted visitors to return to your site, if a conversion does not result then it really is time to look long and hard at your content, copy, e-commerce and Calls To Action. You need to know why all of these factors individually or together are failing to persuade your visitors to do as you wish.

Conversions through remarketing will give you clear indications of what is working on your site. These are self-elected, returning visitors who have responded to an ad seen elsewhere on the Net, from your social media activity, email marketing campaign, content marketing etc.

You may not be sure if remarketing is for you, so run a trial campaign that focuses on very poorly converting areas of your site and see what works for you.

Do you run remarketing campaigns? What factors have affected your success? What have you learnt from using this marketing method? What did you find you needed to change on your website or with your other marketing strategies? Would you recommend a remarketing campaign to others? Let us know.

Need quality content to ensure greater conversion and make your remarketing campaign successful? Call MintCopy at 888-646-8003 or send us an email.

    

Share


Recent Posts

Sheetal Pinto - 5/6/2021 06:00

The age-old question of which comes first, the proverbial content chicken or the SEO egg? We don’t have to debate this issue. The answer is easy. It doesn’t matter which came first. What matters is how we balance content quality and readability with SEO best practices. The key is to deliver relevant information for customers in a user-friendly package while making sure the search engine bots evaluate and rank your content for search visibility. Complement your content strategy with your SEO strategy cohesively instead of thinking of them as two separate entities.  

Sheetal Pinto - 4/29/2021 06:00

SEO and content marketing can seem technical and complicated, at least at first glance. With so many variables for determining ranking, you could get lost in an algorithmic forest. Instead of putting your focus on the technical details, focus on your audience and what your reader wants. Your content will have better quality and be more consumable and shareable by the user. Subscribing to content best practices keeps your website on the forefront of SEO for organic ranking. Here are three things you should be including in your current content plan.

Sheetal Pinto - 4/22/2021 06:00

Most people will not think about insurance as the most exciting topic when it comes to content, but Progressive made insurance more personal with their mascot, Flo. Geico brought in a gecko as an unconventional way to discuss insurance with customers. Liberty Mutual introduced LiMu Emu and Doug to spread the word that you can get customized coverage. These insurance businesses found a way to create interest and a narrative around insurance that makes people pay attention. Your insurance agency can take your content strategy up a notch through these tested and proven techniques that serve your customers.

Sheetal Pinto - 4/15/2021 06:00

Think of content marketing like a first date. If all you do is talk about yourself, you’re unlikely to get a second date. People aren’t primarily reading your content to get to know your company. Your audience is trying to solve a problem or get insights into a subject that is of genuine interest to them. The conundrum is that to ensure your content is consumed and appreciated, you must have a well-planned SEO strategy. To get content that meets your SEO needs, you need a content strategy and a way to convey that plan and its objectives to the copywriter. 

Sheetal Pinto - 4/8/2021 06:00

The best lawyers and politicians know that to persuade others, there are three elements of persuasion – ethos, pathos, and logos. Ethos refers to your character and believability. Pathos is the emotional aspect of your argument. Logos refers to the logic or reason of your statements. When you weave the three elements together well, you can persuade your audience to take action. Use the power of ethos, pathos, and logos to increase the effectiveness of your content marketing.

Sheetal Pinto - 4/1/2021 06:00

Having a strong content strategy builds your school’s reputation, attracts new students and brings your community together. It may even encourage alumni to donate and support your school in many ways.  The challenge is bringing together many departments and goals while having an engaging website and keeping up with social media. To be successful, it’s important for modern-day schools to be active online and on social media. Your school can also differentiate itself through an engaging online platform.

Sheetal Pinto - 3/25/2021 06:00

How Content Marketing Can Help Your Charity

Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.

Sheetal Pinto - 3/18/2021 06:43

Communication is a two-way street. We share our message to get a response. How often do we forget to listen to the response? In our daily scramble to create new content, we often forget about checking to see what our audience thinks. We get so focused on Google rankings that we neglect our real audience – the customer. Creating an atmosphere in which you listen to feedback and reviews from your customers gives you a chance to let your customers know how much you care. Plus, it opens the door to some exciting opportunities in your content marketing strategy.

Sheetal Pinto - 3/11/2021 06:00

Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right. 

Sheetal Pinto - 3/4/2021 00:00

You’ll Find An Enthusiastic Audience in Exchange!    

Entrepreneurs cultivate discipline. It takes a lot of grit to get up every day and punch the clock without a boss looking over your shoulder. Most small business owners have their must-do list of things that have to get done, regardless of feelings and inspiration. Sadly, content marketing often gets relegated to that have-to-do chore list. It’s typically done out of discipline instead of enthusiasm. Gordon Parks, photographer, film director, musician, writer, and co-founder of Essence magazine, said, “Enthusiasm is the electricity of life. How do you get it? You act enthusiastic until you make it a habit.” If you’ve lost your joie de vivre in your content creation, here are some ways to find it again.