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10 Remarketing Tools For Reengaging & Winning The Conversion

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10 Remarketing Tools For Reengaging & Winning The Conversion

Remarketing tools effectively direct advertisements to people who have already shown an interest in your business.

Your team might consider remarketing as a way to reengage with customers to get them to revisit your site, this time resulting in a conversion.

To effectively remarket, businesses must rely on data such as how the consumer interacted with their site and the items they were interested in during their visit.

This method allows ads and promotions to be personalized based on the customer’s needs.

Remarketing can help your brand interact with a relevant audience.

With Google phasing out third-party cookies, marketers will need to find first-party data to dictate their marketing campaigns better.

Let’s look at some available tools to turn window shoppers into paying customers.

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1. Google Ads Remarketing

For businesses that advertise using Google, adding the remarketing component is a great way to promote your brand to customers who have visited your website before.

When you add the remarketing tag to your website, the customers who visit your site become part of an audience group.

You can tailor your ads to the needs of individuals in a particular audience based on their actions on your site.

Since Google has such a vast user base, you can reach many potential buyers through remarketing campaigns.

Google also allows ads to run as text, images, and video, creating opportunities to engage with customers.

Google ads help people revisit their buying journey, wherever they left off with your brand.

Pros:

  • Easily integrates with existing Google Ads.
  • Allows for remarketing across Google devices.

Cons:

  • Ad frequency can become annoying to potential customers.
  • With changes in policy for cookies, some aspects are still being finalized (ex: Dynamic Remarketing is not yet available on Google Analytics 4).

Pricing: PPC for remarketing is typically between $0.65 to $1.25 per click.

2. AdRoll

AdRoll offers an advertising platform that helps businesses retarget buyers who have visited your site but didn’t convert. It boasts a cross-channel performance dashboard that allows your marketing team to run ads across multiple networks.

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Using AI, they make predictions based on years of experience to help increase conversions and optimize ROI.

AdRoll Pixel is added to your website to track visitor behaviors. This allows personalized ads for the products that initially brought the consumer to your site.

It also meets the potential buyer where they left off in the buying process.

Remarketing ads can be used across more than 500 networks, whether users are on a laptop, phone, Google, Yahoo, Facebook, or Instagram.

Besides ads, AdRoll also sends emails about what interested the shopper. This encourages shoppers to return to your site to complete the purchase.

Pros:

  • The interface is easy to learn.
  • Ads are easily customized and offer a variety of templates.

Cons:

  • Customer service can be slow to deliver answers.
  • Lacks real-time reporting.

Pricing: Costs are calculated based on your website’s number of unique monthly visitors. Example: For 5,000 monthly visitors, the price is $72/month.

3. Mailchimp

Mailchimp specializes in engaging with customers through relevant and informed emails.

Through their automation, they can seamlessly send the right message at the right time to remarket to potential buyers.

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Mailchimp is unique in setting up customer journeys to control the message sent out along the buying process.

Among the most beneficial for remarketing are the abandoned cart emails that remind customers of items left in their cart.

In addition, product retargeting emails remind people to come back and revisit items they had previously viewed on your site.

The services available through Mailchimp work in the background to help increase sales of your products.

Product recommendations are also built into the remarketing emails, so prospective buyers see related items.

Pros:

  • Easy to use with tutorials and help resources available.
  • Free for businesses with less than 2,000 contacts.
  • Built with small business in mind.

Cons:

  • Lacks automation for organizing contact database.
  • Limited templates.

Pricing: Cost is dependent on the number of contacts you have.

For a 1,500-contact plan, there are the following options:

  • Free Plan (Businesses with less than 2,000 contacts).
  • Essentials for $23/month.
  • Standard for $59/month.
  • Premium for $299/month.

4. ConvertFlow

ConvertFlow prioritizes personalization for customers throughout their entire journey. Through insightful automation, website visitors are tagged and segmented based on their behavior.

This helps target them with the right campaign or email marketing tool to win the conversion.

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For returning customers, ConvertFlow offers personalized CTAs, showing relevant products to complete the sale.

This tool also personalizes the journey based on a visitor’s company name and job title to help secure lucrative accounts.

Pros:

  • Relevant targeting throughout the entire customer journey.
  • It does not require coding experience.

Cons:

  • Occasional loading delays.
  • Comprehensive tools can be overwhelming without adequate customer support.
  • Costly for small businesses.

Pricing: A free trial is offered for 250 conversions and a 14-day free trial for Pro Plan.

After your trial, choose between one of three plans:

  • Pro Plan costs $99/month (10,000 monthly visitors).
  • Teams Plan costs $300/month (10,000 monthly visitors).
  • Business Plan costs $800/month (100,000 monthly visitors).

5. Facebook Custom Audiences

Facebook Custom Audiences allows your business to advertise directly to Facebook users who have already interacted with your brand.

It relies on your website or Facebook data to create relevant ads.

Remarketing tactics can engage with users who have previously viewed your post. Depending on their actions, ads are made specifically for the user at their particular place in the buying process.

Pros:

  • It makes your Facebook advertisements more effective.
  • Effective at combating cart abandonment.

Cons:

  • Facebook users are logging in for social reasons, not necessarily looking to shop.
  • Specific to a small group of users who have already interacted with your posts.

Pricing: The cost is based on your ad budget, CPC, and CPM cost basis.

6. Criteo

Criteo boasts dynamic retargeting advertisements that utilize sophisticated technology.

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Instead of just reminding a website visitor of a product they viewed, the advertisements can target other products likely to lead to a conversion.

Their technology has excellent product recommendations and can track customers across channels to browse your site and the competition.

Criteo maximizes ROI by predicting when a shopper is most likely to convert.

Then, it personalizes ads with creative optimization with engaging ad layouts, colors, and a call to action that will influence the individual consumer.

Pros:

  • The algorithm works to increase conversions.
  • Tailored ads support the customer’s buying journey.

Cons:

Pricing: The cost is based on your ad budget, CPC, and CPM cost basis (similar to Google Ads), so it varies greatly.

7. Fixel

Fixel focuses on remarketing through data-driven tactics, relying on segmentation to ensure your audience gets the right ad to convert.

Using AI, a code is added to your website and can be integrated with platforms you are already using (Google Ads, Pinterest Ads, etc.).

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Fixel then helps you zero in on users with a higher purchasing intent.

This tool is fine-tuned for remarketing as it reduces spending on “browsers” and focuses on serious people about your product.

Pros:

  • Uses your advertising budget to target users who are more likely to convert.
  • Code can be quickly added to the website; a painless startup.

Cons:

  • A smaller population of people targeted through this segmentation method.
  • Some knowledge of remarketing is necessary to understand the platform.

Pricing: Self Serve Plans start at $69/month.

8. ReTargeter

ReTargeter offers three products specific to retargeting audiences.

First, similar to other tools we’ve listed, a piece of code is added to your site to help reengage visitors after they have left your site.

ReTargeter is dedicated to user privacy, collecting vital personalized data while using anonymous ids. This keeps the consumer’s data safe while being targeted while they browse online.

ReTargeter also offers search retargeting to reach users who are still searching for products like yours even after they have left your website.

Your team enters a list of keywords, and the advanced technology takes over to find audiences that match your search words.

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Again, this helps reach customers interested in your product without paying for search clicks.

Pros:

  • Dedicated to retargeting (site, CRM, and search).
  • Aligns with the latest industry privacy standards.

Cons:

  • It does not offer a free trial.
  • Limited customer support.

Pricing: $1500/month, per user model.

9. Wunderkind Audiences

Wunderkind is on a mission to provide the most individualized advertising to your customer by connecting data from across multiple channels.

Using this information, this tool creates highly motivated audiences who are likely to convert.

Wunderkind offers triggered emails that are personalized to the individual consumer. It also provides text message advertising to engage with would-be buyers.

Add to that the website advertising that helps to grow your subscriber list, and you have a recipe for engagement wherever your prospective buyer is spending their time.

Wunderkind prides itself on identifying audiences with high intent to increase your ROI.

Pros:

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  • Omnichannel data collection gives a clear picture of audiences.
  • Text message capabilities.

Cons:

  • It may be too expensive for small businesses.

Pricing: Only enterprise-level companies can use the tool. Reach out for a custom price for your company (on average, you can expect to spend around $10,000 per month).

10. SharpSpring Ads

SharpSpring Ads (formerly Perfect Audience) promises to maximize your advertising impact through comprehensive retargeting channels.

So, whether you are looking to target audiences from social media platforms like Facebook and Twitter or hoping to win back sales on your website, SharpSpring has you covered.

With Shopify, you can set up dynamic ads that integrate with your storefront.

Personalized shopping ads appear across platforms on any device.

SharpSpring tailors ads to reconnect with lost users through their dynamic ad builder. This allows you to customize the featured products, color, text, and CTAs.

Pros:

  • Customizable ads.
  • Integrates with Shopify.

Cons:

  • Basic reporting and analytics.

Pricing: No setup fee; the cost is based on your ad budget, CPM cost basis.

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Featured Image: SFIO CRACHO/Shutterstock

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7 Data-Driven Content Strategy Tips For Improving Conversions

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7 Data-Driven Content Strategy Tips For Improving Conversions

There’s an old maxim in the marketing world, “content is king.” This has been true as long as search engine optimization has been around, and probably dates back even further in the world of general marketing.

But as simple as that adage is, it leaves a lot of room for interpretation, namely what kind of content?

In those early SEO days, it meant identifying your keywords and jamming them into pages anywhere they would fit.

But modern digital marketers are smarter (not to mention that strategy doesn’t work anymore).

These days, successful content starts with a plan that’s backed up by numbers, a data-driven content strategy, if you will.

But what exactly does that mean?

In simple terms, it means developing content using an approach built on user information. This can include information like demographics, survey answers, consumer preferences, etc.

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You probably don’t need to be told why this is important, but just to make sure there’s no doubt, let’s be clear: Using a data-driven content strategy helps you decide where to spend your time, effort, and money.

In other words, you have finite resources. You don’t want to waste them on people who aren’t likely to convert.

A data-driven content strategy allows you to tailor your marketing campaigns to generate the best ROI.

For the purposes of search engine and PPC specialists, it can help you decide which keywords to go after, ensuring you’re targeting the right audience.

Sounds simple enough, right? All you need to do is pop open your content research tool and look for commonalities, right? Sorry to burst your bubble, but there’s a bit more to it than that.

But never fear, that’s why you’re here.

In this helpful guide, we’ll give you a step-by-step approach to developing, implementing, and optimizing your very own data-driven content strategy.

Ready to get started?

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1. Set Your Content Goals

The very first thing you need to decide is what you’re hoping to accomplish. You can’t be all things to all people, so you need to make some choices.

Do you want to increase traffic? Are you looking to make sales? Do you want more leads?

Determine what your content goals are and identify the channels best suited to meet them. Once you’ve done this, you can establish your key performance indicators (KPIs).

Be sure to keep this in mind while you’re creating content.

Everything you add to your website or campaign should serve a purpose. If you’re not sure what it’s doing, your audience won’t know either.

2. Define Your Target Audience

Now that you know what you’re trying to achieve, it’s time to figure out who to go after to make it happen.

Comb through the demographic data and other information you have access to. Spot commonalities that occur across many or some of your targets.

Many marketers find it helpful to create customer personas. Using your data, imagine a typical person for each of the various roles you’re targeting.

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For example, you may have a prospect persona, a lead persona, a buyer persona and a repeat persona.

Put yourself in the shoes of these imaginary people.

What type of language resonates with them? What is their highest level of education? Do they want professionalism or personability? Why are they on your website? What do they hope to accomplish with your help? Be as detailed as you can.

Many marketers even give them a name. For example, if you were creating personas for your plumbing supply company, you may have:

Lead Larry – 45 years old

A mid-career plumber, Lead Larry owns his own one-man business. He makes $75,000 a year. He went to a trade school and his work van is 6 years old. He’s looking for a way to reduce overhead and find cheaper parts than his local supply company. He values hard work, honesty, and professionalism.

Be as creative and detailed as you like, just remember this isn’t a fiction-writing exercise. You’re creating personas based on your typical target, so keep your persona in line with who they actually are.

3. Review Your Competitor’s Content And Do Topical Research

Now it’s time to take a look at what the competition is doing. Maybe they’re just flying by the seat of their pants, but they’re probably putting some effort into their campaigns, too.

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Review what they’re doing and look for what appears to be working.

For example, if they’re blogging, they may have a view counter on the page. If so, what type of blogs are getting the best results?

Look for trends in your industry. What’s everyone talking about? Is there a big trade show coming up? Or a new technology about to be released?

Figure out who you’re competing with for clicks, not just to see what’s working for them, but also to gain ideas for content of your own. Start making a list of things you want to cover.

If there are influencers in your niche, this is also a good time to check and see what they’re posting about.

4. Conduct Keyword Research

Once you’ve settled on what your content should be, it’s time to perform that old SEO staple: keyword research.

Using a tool like Google Analytics, Semrush, or something platform-specific like YouTube’s Search Insights, figure out the type of language your content needs to use.

This will help you in more than just the SEO aspect, too.

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Using keywords in your content demonstrates to your audience that you speak the same language they do. And that doesn’t mean English, it means using the nomenclature everyone in the niche will understand.

Going back to our plumbing supply example, that means referring to a product as a “three-fourths full port threaded ball valve,” rather than a “metal connection thingy.”

Okay, that’s a ridiculous example, but you get the point.

The good thing is that you probably already have a working, if not expert knowledge of this.

5. Create Content That Aligns With Your Goals

If you remember, the very first step to creating a data-driven content plan was to determine your goals.

Now, equipped with everything you’ve done since then, it’s time to create the content that addresses them.

Don’t be intimidated. You don’t have to be F. Scott Fitzgerald to write the kind of content your audience wants. And you’ve already done a lot of the foundational work – now it’s just time to put everything together.

Your content could take nearly any form, videos, blog posts, infographics, case studies, or white papers.

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If you’re not comfortable doing these on your own, it should be reasonably easy to find a writer or videographer in your area or extended network. Just ask your connections for recommendations.

If you’re still not confident in your ability to deliver or you can’t afford to hire someone, don’t worry. We have an excellent piece that will walk you through everything you need to know about content creation.

6. Promote Your Content On The Right Channels

You’ve created your masterpiece of relevant content. Now it’s time to share it with the world. But how do you do that? Do you just post it on your corporate blog and wait for Google to index it?

You could take that kind of passive approach, but this is great stuff you’ve just made. Everyone in your niche will want to consume it. And to make sure you get the eyes you want on it, it’s time to promote it.

But before you go linking to it on Facebook, Digg, LinkedIn, and every other social media platform and aggregator site you can think of, pause for a minute.

When you were developing your user personas, you hopefully received some data about where your targets live online.

Are they regular Twitter users? Do they haunt industry-specific forums? Are you connected to them via Slack or other instant messenger apps?

Find out where they hang out and post away. In most cases, if you’re not sure if your targets use a platform or not, you should just go ahead and post anyway.

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There are some sites where you can be dinged for unpopular content (Reddit, for example), but most of the time, there’s no harm.

This is also a time to start thinking about how you can repurpose your new content.

Do you have an opportunity for a guest blog post on another site? Or, would your new infographic fit perfectly in your next investor report?

If your data-driven content is built on the solid principles we’ve discussed, it will get engagements.

7. Use Analytics To Measure Results

After your content goes live, you can begin measuring your ROI to see what you did well, where you missed the mark, and what could be optimized to perform better.

This is where the KPIs discussed back in step one come back into play.

Some of these are easier to track than others.

If increasing sales or conversions was your goal, you should have data that backs up performance. Likewise, if you set out to improve traffic to your website, you should have the analytics to track that.

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Things like brand visibility can be a bit trickier.

Regardless of what it is you’re using to determine success, you should find the data you need to track performance in Google Analytics.

For a detailed walkthrough of this process, we’ve provided information on exactly how you can measure content marketing success.

A Data-Driven Content Strategy Is A Winning One

Data is a marketer’s best friend. It tells you exactly what works, what doesn’t, and often, why that’s the case.

And a data-driven content strategy is vital for success in today’s hyper-competitive business and SEO environment.

Use the tools available to you to gather data – that’s why they’re there.

Learn to identify what the numbers are telling you and use them to help you craft the kind of content that not only attracts views but gets shares and achieves your goals.

More Resources:

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Featured Image: metamorworks/Shutterstock

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