There’s more to marketing than constantly spending time, effort, and money getting people to click on ads, visit your website, and sign up for your email list. Marketing is a multi-dimensional process of reaching your customers – existing and potential – through multiple channels to generate specific outcomes. Those outcomes aren’t always sales.
For example, you could launch a direct mail campaign to reach new customers with an unbeatable promotion. This is a staple for cable TV companies. Many businesses buy advertising space on billboards so people driving down the freeway will be exposed to their logo and slogan. Corporations with hefty cash flow, like Godaddy, buy Superbowl ads. And almost everyone sends out email blasts to contacts asking them to further identify their interests, tagging them into deeper segments as they click specific links.
Each of the marketing methods described above serve a distinct purpose. Promotions generate quick sales, ads increase brand awareness, and deeper segmentation allows for more effective marketing. Still, there’s more to successful marketing.
It’s all in the details
There are an infinite number of ways you can market your products, services, and your brand, though one method – content retargeting – is severely underused. Possibly because it’s not well understood. Or perhaps it seems too tedious. Regardless, it’s worth the time and effort it takes to understand, learn, and implement it.
Data-driven thinking is behind retargeting
Marketing decisions are driven by data, and the more detailed data you can get your hands on, the more you can customize your marketing campaigns to better target your market.
Content retargeting allows you to serve ads to people based on their online behavior across any device. It’s pretty much a gold mine if you know how to work it. Sure, you can serve ads for products to people who have visited your website without making a purchase, but that’s not the where most of the power is. Content retargeting holds the most leverage in a retargeting campaign. Not everyone is ready to buy.
Content retargeting enables you to re-engage with your visitors, especially the ones who aren’t ready to buy. For instance, say a visitor lands on an article on your site titled “7 ways to save on car insurance.” A cookie stored in their browser allows you to serve them an ad on Facebook (or another publishing site) that links to more content on how to save on car insurance, bringing them right back to your website. It’s the continual exposure to content that impacts their perception of your brand.
When crafted intentionally, a retargeting campaign is a huge asset in your marketing arsenal. However, it’s not something you can “set and forget.” Retargeting requires ongoing effort, as explained by Moz:
“Retargeting demands unique banner ads, custom landing pages, and ongoing optimization. So unless you have the time to truly research, learn, build-out, and measure another channel, you might want to hold off on retargeting. Like every other marketing opportunity out there, you can lose money if you don't put the time in.”
The time it takes to craft and manage a retargeting campaign is the reason many businesses hire a marketing agency to do it for them.
If you hire an agency, be selective
Most marketing agencies are great at what they do and genuinely help small businesses succeed. However, when you run a business that requires special industry knowledge to connect with your market, a general agency isn’t the best option.
There are many special industries that can’t rely on general marketing strategies to generate clients because the decision-making process is more complex and personal. Within these industries, clients aren’t impulsive and the only people who understand their criteria (their motivation) are people on the inside. For instance, drug rehab centers are one of those special industries.
The intake cycle for a drug rehab patient isn’t your typical sales conversation. “The average clients speaks with 3.4 centers prior to making a decision,” says this drug rehab agency. The agency also points out, in detail, five major steps in the intake cycle, noting that most people don’t “pick up the phone the first time, give insurance info, and get on a plane.”
The agency points out that content retargeting is central to the whole intake cycle. People don’t convert instantly and they need to keep a rehab center’s brand in their mind while they call other centers and think about their decision.
Only an agency experienced in the rehab industry would know this, and this small detail is imperative to creating a successful campaign.
If you haven’t explored content retargeting yet, give it a try. This high-rated entry-level course on Udemy is a great place to start.
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