We all do re-targeting in some way or the other. But are we doing it all wrong? Showing banners of your main product is fine but your users already visited your site and weren’t that interested at the time, what’s going to change their mind now? There might be a smarter way to look at re-targeting.
Sameer Panjwani covers a re-targeting tip that can help you look at re-targeting in another way.
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Today I want to talk about re-targeting. Many of you already must be doing re-targeting using Adwords, Adroll or Facebook pixels. Now the traditional way or the typical way that one goes about it is when the pixels are tracking your users and then you have banners which are promoting your main product and those banners are following your users around the web.
So, I would like to offer an alternative way of approaching in attracting those users and that is by way of building lead magnets or building content assets, where you can convert those anonymous visitors into potential leads by capturing their emails. Now, imagine a visitor who comes to your homepage, sees your product, doesn’t quite understand it or decides he will come back later. Now you might follow him around with banners promoting your product which is fair enough. I would say may be allocate 50 or 60 percent of your budget to such ads.
But why not try creating content pieces like mini guides, mini ebooks which you think would suit their interest? And then may be have those ads follow them around saying that this is the free guide just for you and when they click on that ad, they come to those content assets which you have created and there is a high chance that if they’ve click on the banner they want to consume that piece of information and you have a way of translating that anonymous visitor into a visitor that becomes an email lead for you.
And using that email lead, you have many more ways of contacting that customer and what’s more is that you even understand what is his interest because he has effectively told you that he is interested in this piece of content that you’ve developed, which is hopefully solving one pain point which you’re addressing via that resource or the guide that you’ve created. So that, you can personalize every future communication that you have with that client.
So, I would say consider this as an alternative approach – create lead magnets, create resources, create guides and then use re-targeting ads where maybe 50 – 60 percent you can still use it for branding and capturing visitors back but may be 30 – 40 percent of your ads, put ads which are getting them to your lead magnets so that’s the different way to go about it, I think its worth trying, so give it a shot.
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