Designing a Powerful And Effective Content Remarketing Plan
In the past few years, content marketing has moved from an unproven marketing idea to becoming the center of many digital marketing strategies. Content marketers use blog posts, whitepapers, videos, and a variety of other content to build trust, create engagement, establish authority, and create leads. When content marketing is successful, the return on investment is great. However, in spite of these efforts, not every initial point of contact leads to a conversion. When that happens, content remarketing can improve on that ROI significantly.
What is Content Remarketing?
Not every person who consumes your content will be converted into a lead. Some will simply visit your site, but for whatever reason fail to answer your call to action. With content remarketing, you retarget these potential leads with relevant advertising. The idea is based on the concept of behavioral marketing where customers are based on actions they have previously taken online. Content remarketing is a valuable tool that you can use to impress customers you may not have reached on the first point of content. Here are some of the benefits of remarketing:
Boost awareness of your brand among members of your target audience.
Increase the power of your marketing budget.
Improve your ability to target audience members who have already shown an interest in your products.
Boost the conversion power of your content and landing pages.
What Does Content Remarketing Look Like?
How does content remarketing appear to your audience? Imagine that you search the internet for a specific type of jewelry. Later, you see advertisements for that exact jewelry on your social media feed, or as a banner ad on a different website. You might also see ads in the video content you watch. In many cases, these are created with the specific purpose of bringing you back to the site you visited earlier so that you can continue the conversion process.
How Does Content Remarketing Work?
Content remarketing allows you to boost engagement, and helps you get the most out of your content. It reminds users of your products, and motivates them to continue down the path to conversion. You reach out to them via social media, email marketing, PPC advertising, all based on their previous behavior when consuming your content.
Here are the steps involved in content remarketing:
A potential lead visits your website and reads/watches your content.
Your site uses a tracking cookie on that prospect’s browser session.
The potential customer exits your website before they convert.
The cookie remains active as the prospective customer surfs the internet, and displays ads promoting your company, its products, and services.
Ideally, the customer is drawn back to your site to complete the purchasing process.
Each time you retarget a potential customer with advertisements that have been specifically created for their interests, you create a new opportunity to improve the impression you have made. Even better, if you have a potential customer who is a bit ‘on the fence’ about making a purchase, remarketing can push them to go ahead and convert. You can also reach customers who were very close to converting previously.
Creating Remarketing Content
You can use remarketing as a means to drive customers back to existing landing pages or product pages. You may also redirect them to new or existing content. This, in particular, allows you to either make use of old content, or leverage new content. You can then add a conversion magnet or call to action to the bottom of that content to help drive your audience closer to converting.
Of course, if you are going to use content as part of your remarketing strategy, it’s going to have to be particularly powerful to be effective. Try some of the following tools to ensure your renewed content efforts are successful:
Canva: For adding great visuals to your content without graphic design expertise.
Wow Grade: A professional source of content writing and editing assistance.
Yoast: The ultimate in SEO and other content tools for your WordPress Site.
Hemingway: A great source for ensuring that your writing is reader friendly.
Studicus: Copywriting and editing assistance.
Your Content Remarketing Plan: Choosing Your Platforms
The first step in creating your remarketing plan is to select the platforms for your targeted advertising. Chances are, you’ll be using Google or Facebook as the base of your remarketing plan. This means you can retarget your audience through:
Search Results Advertisements
Clarifying Your Remarketing Goals
When you create your remarketing plan, you can focus your effort on one of three types of campaign:
Cart Abandonment Campaigns
In these campaigns, you use remarketing to reach out to customers who have abandoned the checkout process. Ideally, you will be able to attract them back to your site to continue with their purchase. Here, the tracking cookie can be placed on the checkout page. Later, the user will see advertising based on the purchase they almost made.
Content Retargeting Campaigns
When a potential customer visits a specific page on your site, you can use retargeting to direct them to additional content that could be interesting to them. For example, if they visit one of your product pages, you could use an advertisement to send them to a page that contains a product demonstration video.
Lead Renewal Campaigns
When a customer visits your landing page, but fails to convert, you can use retargeting to renew that potential lead with advertising that focuses on continuing to build confidence and trust.”
Edna Betters, a content marketing advisor at Trust my Paper says, “Once you know the type of campaign you plan on launching, you know what you want your end results to be. When enough customers take the desired action, you know that you have reached your goal.
At this point, you can also choose the pages on your site that will use remarketing cookies. Create the marketing, ad content. Build the pages to which you will direct your retargeted customers.
Understanding The Remarketing Process
If you have a Google Ads account, you can use remarketing. Fortunately, Google does an excellent job of making it relatively easy to create a remarketing campaign. You’ll find plenty of resources, and other information online to help you get started. Here is a great remarketing setup article written by Google. This comprehensive content will walk you through the technical steps of setting things up.
Another option for retargeting is using Facebook Pixel. You do this by installing Facebook Pixel, creating the pixel, and installing it on your site. You can then use this to target audiences on Facebook based on pages they visit on your site. You can also use Facebook tools to create custom audiences for your remarketing campaigns.
Retargeting is an exceptionally effective way to double down on your content marketing efforts. Use it to increase the ROI on your marketing efforts, and to ensure that interested customers keep their eyes on your brand.
Author Bio: Melanie Sovann is a blogger and editor at BestEssay.education and GrabMyEssay. She is passionate about teaching small business owners effective marketing techniques that can be applied on a lean budget. In her spare time, she enjoys playing golf and traveling.