There are many reasons why viewers seek you out. Unfortunately, there are also just as many reasons why they leave, which makes preventing them ‘bouncing’ a challenge.
One of the most common marketing principles states that it is easier to sell to someone who is already aware of your brand. Someone who is completely unaware of you, your brand and products/services requires almost twice as much effort.
This same principle applies to marketing online and bringing users back to your website in order to convert them into buyers or new leads. However, few businesses are smart about their remarketing efforts. They attempt to dump everything on everyone who visits their website and effectively lose important customers in the overload or bombardment of information.
One of the best strategies you can set up with your SEO Company or strategist is how you will target your customers. Some analysts recommend segmenting based on region so your SEO company may just be targeting Melbourne clients, for example, separately from your Sydney viewers. While a good tactic, retargeting can have a bigger impact on ROI through other methods, so it is worth investigating and potentially trialling alternative methods. In our experience as a full-service digital agency, here are three different methods to retarget customers, focused more on your return on investment and not geographical features.
1 – Segmentation based on Website Activity or Engagement
While it can be challenging to determine why a viewer sought you out, sometimes it can be your biggest tool. A good segmentation re-marketing strategy understands and speaks to a user’s intent for searching you out. One of the best ways to understand a lost viewer is to track how far and where they went within the website before leaving.
Users who never made it past the home or landing page before bouncing might only have been browsing or researching. The user who got to a sign-up page added something to their cart, navigated to or started to fill in a lead form, is a more valuable visitor. The latter visitor has a higher intent to convert before bouncing, so they naturally hold a greater potential and theoretically easier conversion path.
Segmenting audiences by their intention can increase the success of the remarketing for the different groups. For each viewer, you can tailor the remarketing message, customising depending on where in the funnel they left. So, within the higher-intent audience, this involves sending them the right message based on their product page, service page or unfilled lead form. This creative and tailored push can be just the motivation they needed to convert.
2 – Time Segmentation
Customers increasingly find themselves annoyed by a company’s repetitive ads following them around. While it can be a savvy marketing ploy to target the customers who were browsing your products just a couple of days ago. If you persist in remarketing to them with the same ad images and content, they will quickly lose interest. A loss of interest can then quickly turn it into annoyance, ruining your brand’s digital reputation. Segmenting based on how long ago they visited is one great way of avoiding becoming that business.
One time-based strategy is to create several distinctly different ads for each stage. For example, the first week they receive Ad 1, which ideally is tailored to their searching patterns. The second week, the visitors receives Ad 2, completely different from Ad 1, but still with tailored content and message. Through this method, you can successfully remarket to visitors more than once, without reusing the same old ad every time. Companies who are truly dedicated to remarketing without being boring can use several variations of the ads rotating through each week, so the visitor is exposed to different messages each time. It is also a good tactic for tracking what ad copy and page redirection work better than others, allowing you to tailor your digital advertising to be more effective.
If you customer reaches week 3 without returning to your site, then it might be time to bring in the promos and discounts. However do not start off with the discount, customers are savvy enough to recognise a pattern and will wait for the price reductions.
3 – Google Analytics Data
Google is dedicated to providing a range of data analytics and hosts a wide range of information if you know where to look. The moment you have a decent amount of traffic, your SEO Company can provide you with multiple pages of data and reports on visitor trends. They can tell you where your customers are coming from, what they visit your site and even what website assets are viewed more often. All this data will help you segment your audience into the right visitors. Google can also help you segment your audience to inform your AdWords campaigns better and develop the right keywords for your PPC campaigns. All the different nuances can help you develop better campaigns, targeting more valuable users and knowing when you can remarket aggressively to your market.
One Stop Media, the Full-Service Digital Agency
There are many advantages to utilising remarketing strategies, and at One Stop Media, we find our clients can gain strong conversion figures while maintaining a cost-effective strategy. For any business with a website, online advertising with a remarketing strategy can help turn your website visitors into more buyers.
Remarketing can also be used for less specific marketing tactics, such as general brand awareness or reminders about unattended product carts. Adding these remarketing tactics to all your digital online marketing strategies will ensure your website is making the most of the traffic you are sending to it.
If you are not happy with your current online presence, website structure or even simply want some more leads each week, as a full-service digital agency, we can help. At One Stop Media, we deliver every online service our clients require. From website developments to redesigns and online apps our team has the right technical experience to provide the right solution. We also create web apps and applications built for portable devices, including iOS and Android. With experienced full-stack developers, come talk to us today for a free initial consultation about your business’s exact online needs.