Designing a Powerful And Effective Content Remarketing Plan

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:
Android Apps
Search Results Advertisements
Display Network
Social Media

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.

Final Thoughts
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 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.

Looking to the Future: Preparing Your Business For Success or Failure


According to statistics gathered by the US Small Business Administration, only about half of all small businesses survive past the five-year mark, while just about one-third will make it to their 10th anniversary. Those who fall behind can fail for a number of different reasons, but in many cases, a simple lack of preparation is to blame.

With the right planning, funding, and flexibility, your business can beat the odds and be one of those that succeed in the long run. So, in this article, we’ll go through how you can financially prepare your business for sustaining success or ably managing failure.

Preparing for Success
The first thing you have to do to make sure your business is prepared for success is to have a skilled finance manager with experience in business management within your team.

Aside from analyzing sales and cash flow, Chron shares that a skilled finance manager can help executives in making big financial decisions, while projecting future spending and earning. To enhance the key economic aspects of your business and monitor your business’ health, you should conduct regular analyses of financial ratios and statements with your finance manager. This will give your business a balanced financial structure that will enable you to map out your financial future, and grow with it.

This is very important because when your business is growing, it’s easy to think that everything is going well and will continue to do so in the foreseeable future. Those who aren’t mindful about the dynamics of their cash flow will fall into a trap, and may even fail to sustain the business’ growth even in the short-term. So, make regular projections based on accurate analyses with your finance manager, to make sure that you know how much money or credit you’ll need well before you have to start writing checks as your company grows.

Preparing for Failure
When it comes to business, you do not only plan or prepare for growth, you need also consider possible undesirable situations — such as sales falling flat compared to projections, unfortunate failures in your production floor, or even simply bad management. Only by doing this can you anticipate any challenges ahead and prepare for them financially.

When it comes to preparing for dire situations, this post entitled ‘Emergency Fund: What it is and How to Build One’ by Marcus points out that you should keep a fund for accidents and urgent crises separate from your regular accounts. Be sure that you have quick access to your emergency fund if (or when) you’ll ever need it to cushion an organizational fall. And when it comes to building the fund itself, you can save for it in small amounts over time, as we all know a little can go a long way.

When your business is met with financial problems, you’re not supposed to just immediately dip into your emergency fund or worse, give up and call it a day. As we’ve previously shared in our post on ‘How to Overcome Financial Problems’, there are several ways in which you could fund your company, such as through venture capital or bank loans.

Whether it is for the success or failure of your business, you should always prepare for all possible outcomes regardless of what’s expected. Doing so will enable you to respond more efficiently and effectively to whatever the future holds for your business and its finances.

5 Benefits of CRM Platforms for Realtors and Agents

Before we understand the concept of and need for Realtor CRM, let us understand CRM in general. In the world of marketing, communication is the key element that drives engagement and helps you build reach. A key element in the marketing and communications gamut would include a CRM system that has been created for the following reasons:

To store data in one place
To manage all information and data pertaining to customer interactions
To generate and nurture leads
To create a software that is data driven
To manage sales and other workflow processes through the software
To help in sales acceleration
To support marketing automation
To streamline the overall efforts of the various sales, service and marketing teams
To bring down the cost of production
To increase the output and revenue quantum

With such ends in mind, it comes as no surprise that CRM or Customer Relations Management software and systems are one of the most important means or tools to be used by businesses of any and every size.

The Real Estate CRM Reality
Real Estate CRM is of great importance in this day and age. With the digitization of marketing and customer interaction efforts, there has been an amplification of communication signals as well as the opportunities generated by said signals. From multiple platforms to multiple campaigns and a varied audience base, there are a large number of opportunities that businesses must tap into so as to make all the right noises in the right paces for the right results. But time is of the essence here, since competition has also proportionately increased and amplified with all these new digital realties surrounding businesses.

In such a scenario, real estate is one that niche that has seen a growth in the number of opportunities which makes it even more important to have a CRM system that fits the bill and the need of the hour. Here are 5 benefits that realtors and agents can reap from the adoption of a well charted CRM system:

Customized Reach and Service: When you turn to CRM for real estate, you get to customize your communication and interactions as per the varied projects that you would like to promote. This helps you spread your efforts over a wider audience within that time frame. In turn, it reduces time spent on driving engagement towards a single campaign and also helps you promote a number of projects simultaneously. Understanding your customers becomes that much more easier since you are now tapping into all your customer information for varied properties and projects from the same place. This helps you customize your communication so that it becomes easier for your potential buyer to find the home or property of his or her choice that much faster and more efficiently – which also makes realtors and agents look that much more efficient.

Unified Approach: With CRM for real estate, you get to tap into the data for the multiple campaigns and properties from the same place where all the information and the data is stored. This makes your efforts unified and more organized which in turn helps you take stock of the said efforts in a better and more relevant manner so that you can measure the goals and your achievements accordingly. With this unified approach, you also get to understand the needs of the customers and bring in the right properties for the right buyers without wasting their time or yours.

Greater Likelihood of Closing a Sale: From the above two points, one thing has become clear – building and using a realtor CRM helps in reducing the time spent in campaigning for individual properties and matching the right property with the right property since all you have to do is tap into the data that has been stored in one unified field, as mentioned above. The real implication of this comes in the rise of the sales figures since such an organized and efficient method of presenting and communicating with prospects and customers helps the realtor in finding a greater success rate when it comes to closing the deal. You can find a greater likelihood of making a sale and closing the deal with an organized effort which also puts your customer at ease and helps you come across as a more professional brand.

Cultivating Future Customers:
In real estate, the trick is not to just make a sale at a single point or once. You have to put yourself in a position where the customer will remember you as and when an upgrade is required or when they have to make a recommendation to a friend, a colleague or a family member. When you manage your time better and up your productivity game with realtor CRM, you are also putting out a pretty strong message about your brand – one that the customer will not forget in a hurry when it is time for an upgrade to accommodate a growing family, or making a recommendation to someone who wants to go into escrow.

Stand Out in the Marketplace: When you are using real estate CRM, you are essentially taking all the steps to ensure that you face your competition straight in the eye so that you stand out and stand tall. The CRM strategy and automation along with the data management from one centralized location is something that will help you tap into opportunities faster and with more frequency than most of your competitors since it frees up the time for you to reach more people with much more efficacy within less time. In order to become more competitive, it is important for realtors and agents to consider creating a CRM system that will record and process all the data for proper communication and interactions from one unified place.

In order to maximize this effort, we would also suggest the merging of real estate CRM with marketing automation so that you can schedule and process all your communication with your interactions for multiple platforms within the sales and marketing gamut.