Alongside any PPC effort, it is worth setting up a companion remarketing campaign.
Too often, campaigns target all users with the same ads and the same bids – users who are seeing your ads for the first time and those who have seen them before, or those who have already visited your site through another channel.
However, segmenting an effort into net new users and a remarketing audience will drive better results through a more granular approach.
However, as you do so, be mindful of these six considerations to avoid common pitfalls.
1. Seek Scale
Don’t assume that there is a large retargetable audience.
Use your site analytics data from other channels to gauge how many monthly repeat visitors exist overall and by business unit or product to allow forecasting available remarketable traffic by your paid search campaigns.
As with any marketing initiative, scale is key.
In some cases, you may find that remarketing volume is actually small.
Thus, if within the typical 30-day window the audience size is small, consider going further out to 60 or even 90 days.
While 1,000 users have been the minimum list size in Google Ads, based on your typical click-through rate (CTR) and conversion rate (CVR) you may need a higher threshold.
For example, if you typically see a 5% CTR and a 2% CVR, 1,000 impressions will, unfortunately, produce just 0.5 conversions.
A million impressions are needed for this situation to gather 10 conversions, a level when things still aren’t that impactful but can get interesting.
2. Don’t Just Sell – Cross-Sell & Upsell
A common assumption is that someone who did not transact may need an extra incentive in the form of repeated and/or more compelling messaging. That may be so.
However, in many cases, they really did gather all the details and decided they did not need what they thought they did.
Many users in their discovery phase are not only researching potential solutions but also reconfirming that the problem they are looking to solve is indeed the right problem to be solving.
When setting up remarketing, test both a sell message and a cross-sell or upsell message.
Give users more reasons to keep you in mind, particularly if your site offers products that are common supplements or complements.
The sell message entails saying the same thing users heard before in a different way: with a more direct call to action and/or an exclusive, one-time offer.
A cross-sell would promote related offerings, while upsell can encourage users to consider a more elaborate offering. They may not end up purchasing this higher-end alternative, but the latter can indirectly highlight the value of the initial option that was considered.
3. Think To Exclude
Sounds obvious? Users who just purchased your product or service would not want to do so again right away. Then again, we have all seen companies retarget us with something we just bought.
Generally, for most B2C campaigns, converters from the last seven to 14 days can be safely excluded from all campaigns except for those with cross-sell goals.
For the best experience, consider the consumption time of your service. The delay before transacting again will vary by product category.
Aspects like seasonality, location of the target, and target ROI will further affect desired frequency for targeting repeat users.
For example, someone booking a summer vacation may not purchase again from you until many months later. One could argue that a person’s planning and consideration will begin sooner.
However, media bought too early on may result in lots of incremental costs reducing your target ROI.
With that, if aiming to motivate past converters to buy more of the same from you, it often makes sense to wait a while before retargeting them.
Cross-selling, on the other hand, can be done immediately after a transaction is made, but also needs careful management to not go on for too long.
Establish a cut-off threshold particularly when a product’s usage makes add-ons irrelevant.
For instance, upselling a traveler on a car rental or room upgrade makes little sense after a vacation has begun. A month or so into a cell phone plan purchase, a converter is unlikely to want upgrades to more extensive plans.
4. Go Long
Remarketing is often thought of as a short-term tactic for shopping cart abandoners or recent site visitors.
However, it is possible to remarket to users who have last visited the site as long as a year ago.
In the drive for new customer acquisition, loyalty nurturing is often overlooked.
Consider consumption patterns and seasonality as you do that.
If someone booked a spring break getaway with you, when is the next time they will start planning one? What is the renewal cycle of the software you provide?
5. Synergies With Other Channels
Remarketing on search, by default, will remarket all users who have been to your site.
In other words, you will target people who have been to your site through other channels – after seeing display ads, interacting on social media, coming from email blasts, etc. – as well as organic search and direct visits.
Consider what messages people have seen and build on them.
If you are feeling particularly advanced (and scale supports it), create remarketing campaigns by channel or sets of channels.
6. Extra Budget Not Required
This will make many CMOs happy. At the start, you won’t need an extra budget for remarketing.
Remember, this is all about targeting people already captured by your current campaigns. Just isolating those repeat searchers and creating new experiences for them.
However, these are the same users you have already been targeting.
Of course, you would want to seek out these users more aggressively and send bid modifiers for these audiences.
That said, unless your remarketing audiences are large and/or you expect CTR to substantially grow, the budget should not need to jump.
An extra budget for remarketing is nice, but in the short run, it is not a requirement. Definitely not to set up some initial tests.
With the looming cookie deprecation, there has been a growing emphasis on first-party data, and remarketing efforts align well with this new direction.
Remarketing solutions align well with supporting first-party data initiatives.
Whether it is using emails to build an audience or using forms to capture user details on the landing page at the start of the conversion journey, structure your remarketing efforts to win twice: First, strive to improve your conversion, then drive synergy with efforts to capture first-party data.
Featured Image: Photon photo/Shutterstock
10 Reasons You Need A Long-Term Content Strategy
It’s no secret that content is time-consuming.
However, some marketers are so focused on whittling down that time, on cutting corners just to “get something out,” that they ultimately end up losing out.
What do they lose?
The power inherent in high-quality content helps you:
Rushing content, meanwhile, gets you the opposite.
Marketers who view content marketing as a sprint rather than a marathon think they can write 20 short, low-quality blog posts, slap them online, and call it done.
Unfortunately, this is a recipe for major content failure.
For content to succeed – truly succeed, with the rankings, engaged readers, and conversions to prove it – you need to play the long game with your content marketing.
You need to come to terms with the realization that it may take anywhere from six months to a year (or even longer, according to one study) to get your content ranking well.
You need to understand that your target audience is comprised of humans who need to be nurtured and respected continually over time if you want their trust and, ultimately, their buy-in.
You need to fully own that good content cannot be created in a rush. Great content takes even longer, but great content gets results.
Let’s get deeper into why you should be playing the long game with content.
Why Focusing On A Content Marathon, Not A Sprint, Is A Good Thing For Your Marketing
Think about a footrace for a moment: It’s pretty brutal, right?
To win a footrace, you don’t necessarily need technique or style; you just need speed (at least until you become a professional track athlete, at which point style and form are critically important).
Because of this, the winner of a footrace isn’t necessarily the best runner in the group. Put that same winner into a 10 km and he’d likely burn out at the beginning, right? I bet you see where I’m going with this.
The same thing applies to content.
While anyone can sprint in a general direction towards the finish line with crappy content and poorly thought-out content strategies, not every marketer can devise an effective, long-term strategy for actually consistently ranking well with content.
This is the main reason that the long-term content strategy is so much better than a short-term content strategy.
In addition to being more sustainable, the long-term approach is also wiser and more fully thought out.
In the words of Tim Ferriss, “There will always be a need for high-quality, and there will always be a need for long-form.”
While short-term content strategies seek to produce instant and short-lived results, long-term content strategies allow marketers to bond with their audiences, build their voice, provide real value, and rank in an authentic and sustainable way.
Because of this, marketers who create long-term content strategies often publish more effective content, build bigger audiences, and garner more shares across the board.
10 Reasons Long-Term Content Strategy Is Better
1. It’s A Better Use Of Your Money And Resources
Imagine going on a diet to lose weight. For two weeks, you eat only whole, clean foods and you exercise for two hours a day.
You feel great and – hey! — you lose weight. At the end of that two weeks, however, you stop exercising and go right back to your old diet habits.
Of course, you gain all of the weight back, and your guise of physical fitness takes a nosedive.
Not surprisingly, the same thing happens with content. Regardless of what you’re doing, content marketing takes money and resources.
If you’re paying someone to flood your accounts with content for two weeks and then laying off your strategy entirely, you can bet not only will your strategy be ineffective, but it will also be a waste of your money and resources.
Instead, you’re much better off allocating your resources to a long-term content strategy that will build readers over time and help you maintain steady levels of traffic and clicks over months or years.
Instead of wasting your resources, this funnels them right back into your company and ensures that you’re building value while also establishing a solid foundation of lasting, relevant content.
2. Long-Term Content Engages Readers
To keep readers interested and engaged for an extended period, you need to offer them comprehensive, in-depth content that helps them address their concerns and solve problems.
And that means long content, in terms of word count per article.
Don’t think just because we live in an age where attention spans are short that long-form content won’t do well. In fact, it’s quite the opposite.
An Orbit Media survey found that bloggers who write longer posts (anything over 1,500 words) get better results.
Why does long-form content perform so well as part of a long-term content strategy?
In addition to providing outstanding value for readers, long-form content also allows your company to build authority and establish dominance by showcasing your knowledge on relevant topics in your industry.
3. Content Changes All The Time
As search engines and readers progress, the demand for quality, informed, relevant content increases all the time. Because of this, a long-term content strategy is the best possible weapon.
Designed to insulate marketers against change and help them maintain their traffic and readership despite changing SEO, content, and marketing requirements, long-term content marketing allows space for the strategy to absorb and adapt to changing trends. This ensures more effective content and a more adaptive strategy that doesn’t have to scramble to keep up.
4. Long-Term Content Is Synonymous With Cornerstone Content
Every good house needs a solid foundation, and every good marketing strategy needs cornerstone content to provide long-lasting value and relevance to readers.
Cornerstone content is long-term content that might not draw a huge number of clicks right off the bat but remains valuable for months or years after the publishing date.
Think of it as a down payment toward your own business.
In fact, if you look at the aforementioned Tim Ferriss’s blog, you’ll notice most of his most popular blog posts were written up to two years ago. How’s that for an effective long-term strategy?
In contrast, short-term content strategies are largely aimed at ranking well for a specific keyword or phrase, so they all but neglect cornerstone content entirely.
Unfortunately, this leads to a less valuable and less relevant website for users of all types.
For attracting long-term clicks and ensuring that a website’s readers are engaged, entertained, and consuming value at all times, cornerstone content becomes more of an essential than a luxury.
5. Long-Term Content Doesn’t Turn Off With A Hard Sell
In today’s marketing environment, there is virtually nothing customers hate more than being hard-sold.
Nobody wants to know why they can’t live without your product or why it’s critical for them to “buy now!”
More often than not, these approaches simply alienate customers and make it harder for your company to sell products naturally.
Unfortunately, the hard-sell is often a tone taken by short-term content.
Because short-term content is insistent by nature, it’s tough to engineer it so it doesn’t push on your customers.
As a result, short-term content strategies run a high risk of alienating customers and making it more difficult to sell your products.
Long-term content strategies, on the other hand, do no such thing. Because they’re not designed to elicit an immediate response from readers, they seek to provide value and relevance rather than insistence and immediacy.
In other words, they succeed in explaining a problem, helping the audience handle the problem, and then inviting them to engage in a discussion about the problem.
This, in turn, is a fantastic way to nurture long-term customer relationships and ensure that your company continues to meet the needs of your clients.
6. Long-Term Content Strategy Is An Effective Way To Approach Current Events
Do you think writing about trending news and industry events makes you a short-term content strategist? Think again.
Trending content-focused blogs are extremely important, and it’s a mistake to think of this as only a short-term strategy.
In fact, trending news can be critical to your long-term strategy, and can help you establish your website as the source for up-to-date and relevant industry news.
When you focus on using trending, to-the-minute news pieces as a way to enhance and strengthen your long-term content strategy, it’s easy to see how you can improve your brand presence and boost your business overall.
7. Long-Term Content Promotes Itself
Failing to promote your content is one of the most dangerous mistakes in the entire content marketing industry and, unfortunately, it’s one many marketers make.
While short-term content needs aggressive promotion to succeed, long-term content essentially promotes itself.
When you create high-quality, in-depth, well-researched, long-term content and push it out to your followers, it’s easy to rank well for your chosen keyword.
Because long-term content is meant to garner clicks and shares over time, it’s a great way to build steady, long-term rankings that can boost your SERP placement and improve your standing over time.
8. Long-Term Content Is Good Content
One of the differences between long-term content and short-term content comes down to priority and intention.
As a general rule, people who commit to the pursuit and development of content for the long term are much more in love with content.
While all types of content are important, creating good long-term content requires a different mindset and series of priorities than creating short-term content.
Because of this, long-term content strategies often boast better content that caters more effectively to readers.
9. Long-Term Content Effectively Builds An Audience
When it comes to building an audience, you don’t want to aim for the largest audience possible. This will result in a massive but unengaged group of followers.
Instead, you want to build an audience of people who are genuinely interested in your concept and your content and will engage with it actively when it comes out.
This is one of the areas in which long-term content strategy is so powerful.
Fewer people have the attention span for long-term (or long-form) content today, and by making it a large part of your content strategy, you can build a better audience and earn more qualified leads.
10. Long-Term Content Is Best For SEO
In addition to optimizing content correctly, companies that want to use good SEO also need to ensure their content is high-quality, relevant, and useful to their readers.
While this can be difficult with a short-term content strategy, a long-term content strategy suits the goal quite nicely.
In addition to the fact that long-term content is written with the reader in mind, it’s easier to target a group of keywords with a long-term content strategy than it is a short-term content strategy.
Finally, every piece of content written in a long-term content strategy goes to boost and improve SEO, contributing to more online visibility and more clicks to your website.
The Case For Long-Form Content Strategy
Treating content as a sprint rather than a marathon may seem easier at the outset, but it’s really just a quick way to stall out with content that doesn’t move the needle.
Good, results-driving content takes thought, time, and effort. It takes commitment to a long-term strategy because, by nature, content doesn’t work in the short term.
Ultimately, the time and commitment you invest in your long-term goals and strategy will pay off with higher dividends and a higher ROI. And that adds up to time well spent.
Featured Image: alphaspirit.it/Shutterstock
10 Reasons You Need A Long-Term Content Strategy
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