So, you've been producing lots of content for your brand. At some point, you might have noticed that people find your content, but they leave it without becoming a lead. If you think they're just lost to you, you're missing out on a great opportunity. Recapturing their attention is a highly effective marketing tactic – they've already expressed an interest in your content and if you appear in front of their eyes again, it's likely that they'll complete the action they started.
Content remarketing offers an excellent occasion for turning bounced visitors into leads, increasing repeat visitor rates and brand recall.
Here are 7 amazing content remarketing strategies to help you recapture the attention of your audience and boost the conversion rate of your content.
1. Define audiences for remarketingYour first step in remarketing is defining the audiences you want to target. You can create different groups on the basis of how they engaged with your brand – dividing them into those who visited your company blog, or specific pages on your website, for example the pricing page. Creating ads that reach nobody in particular is a waste of time and money.
Build a new remarketing list in Google AdWords specifying which visitors to include or exclude from your audience. Segment your audience different lists of users to which you'll show different ads. You can distinguish between more and less valuable visitors too – those who visit your blog are definitely less valuable than those who saw your pricing or product pages.
2. Set the right audience membership durationThe audience membership duration is basically the number of days you spend following users around with your ads. If you set your audience membership duration to 60 days, specific groups of users who visited your website will see your ads for 60 days. You can test and optimize this figure to find out what works for your audience and how long it takes to convert them.
3. Consider Google Display Network (GDN)GDN (Google Display Network) is easily one of the best places to start your remarketing strategy. The network features over two million sites including YouTube and Gmail. You can create ads and place them on blogs, news sites and niche websites which are relevant to your offer.
GDN allows a variety of formats – you can choose between text, image and video ads, as well as mobile ads. Craft a strategy to advertise your content using GDN to reengage visitors who already interacted with your brand.
infographic courtesy of: digitrio.
4. Remember about ad fatigueLet's get one thing clear – overly aggressive remarketing might make people uncomfortable. Ad fatigue happens in every medium, be it TV, radio or print. But do remarketing ads fatigue audiences faster than regular display ads?
It's clear that the clickthrough rate of remarketing ads is much higher than that of display ads to begin with. Even when ad fatigue sets in, the figure still stays high. This essentially means that users are more likely to engage with a remarketing ad they constantly see than with a new display ad. When designing your ad campaign and setting your audience membership duration, don't forget about ad fatigue.
5. Analyze the conversion path of your websiteYou need to know which pages on your site result in high probability of converting a visitor to a lead. Figure out which is the highest converting page on your website. Target these pages in your remarketing ads by addressing specific audience groups who visited these sites.
Have a close look at your blog content. You're likely to find out that a mere 5% of your pages generate at least a half of all social media shares. This top 5% of articles on your blog works equally great as featured content within ads. Pick your best content and you're bound to reengage audiences with your brand.
6. Check your blog content to trace social shares
7. YouTube AdsMobile video consumption rises by 100% each year. Count in all the desktop users and you get heaps of people who consume video content – including ads – every single day.
If you've got a YouTube channel but your viewing metrics aren’t as high as you expect, consider using YouTube TrueView ads to target your audiences when they're watching other videos on the platform.
Make the most from these remarketing strategies and you'll be on your way to successfully reengaging users with your content and leading them straight down the conversion path.
Emily Burgess is a Content Marketing Specialist who works at Course Guru – Australia's education experts. She is interested in new ways technology might be used to promote businesses and generate leads. Personally, a great fan of foreign languages.