For a lot of businesses, 2012 was all about retargeting past visitors in hopes of re-engaging them with a brand, product or service.
While some businesses enjoyed a huge increase in business because of retargeting, unfortunately the results weren’t all the same across the board. Many companies failed at implementing a retargeting campaign.
You might be wondering how retargeting can fit within the premise of your inbound marketing campaign the answer is simple.
It’s a great way to bring people back to your site.
According to Retargeter, “retargeting is effective in bringing back bounced traffic, and allowing you to amplify all of the marketing channels you utilize. From PPC ad to landing page to bounce, retargeting capitalizes on that initial audience building to build brand awareness and nurture leads down the funnel. Bounced traffic, abandoned lead forms and shopping carts can become a part of the sales funnel when you incorporate retargeting into your marketing mix.”
Before you start implementing this strategy into your marketing campaign, there are some do’s and don’ts you should be aware of to ensure that your effectively targeting and re-engaging with your website visitors.
The Do’s of Any Retargeting Campaign
Look at What’s Working For You
Before you retarget, take a look at your data to determine what content is converting people and driving visitors, and what’s not. If you want to retarget individuals, then you want to use what’s already working for you. Find out what’s making your visitors and leads convert, and then really focus on retargeting those efforts to help further prompt conversions.
Analyze Visitor Behavior
You really want to look at the behavior of both groups of people who are visiting your site: those who are converting, and those who aren’t. Some metrics you’ll want to look at include:
- A visitor’s time on your site
- How they got to their site
- Their past purchase history (if any)
These metrics will give you an idea of what you did right, where you went wrong, and how you can improve upon your current methods. Make sure that you continue to check into these stats every 2 to 4 weeks to ensure that your site and your material is continuing to drive sales and cater to your readership and leads.
Look at the Context
To get a good idea of who you’re dealing with, you want to understand why they’re visiting your site. For example, if you dig into your analytical software, you may discover that your conversion rates are higher amongst those who look at cooking recipe websites than those who are looking at technological or local news websites. This is something you need to pay attention to when deciding how to retarget your content.
Your customers’ demographics may also play a role in terms of conversions. Look at who they are before you choose what to retarget, and how.
The Don’ts of Any Retargeting Campaign
Use Bad Content
Choosing to use underperforming content will only end up in lack of action and result in a negative hit to your ROI. Content that hasn’t worked for you in the past very likely wont work for you now, so don’t think that any amount of retargeting is going to save it – it just stinks. You need to really focus on what’s going for you, as well as any keywords or keyword phrases that are being used, to drive in that organic and targeted traffic. Drop any bad content and just let it lie.
Fail to Regulate Your Retargeting Campaign
A classic example of poor regulation is this: A customer buys your products, hates your product, and fills out a complaint form. What do you do? You then attempt to re-sell that same product that they hated.
All this does is fan flames that can come back to burn you and your entire marketing campaign. You need to be absolutely sure that when you retarget your content that you’re retargeting the right leads with the right information. This is also a great example of what HubSpot tools can do for you when used properly.
With the right inbound marketing tools, dedication, and attention, you’ll be able to do all of this effortlessly and effectively to help drive sales and increase lead conversions.