An Effective Guide to Generate More Leads From Remarketing
Does your business website attract huge traffic recurrently? If so, then truly it’s a success of your online marketing strategy. Well, how about the leads generated? Does it stand at 30% or 40% of the total visitors on an average? Indeed, it varies depending on the nature of business. Regardless of whatever be the percentage is, as an online business provider, your quest for generating more leads, earning more revenue, and subsequently taking the company to great heights will never diminish. How to use the best of the online advertising technique to increase the number of leads generated? Definitely, your business might currently be generating leads through Google AdWords campaign (PPC) and through its allied advertising platforms. Sounds great, though. But then, there is a marketing technique referred to as remarketing that is ruling the charts in the recent past. And, this technique happens to the most preferred lead maximization technique for both B2B and B2C companies.
What is remarketing? Let me define remarketing with a clear-cut illustration. For illustration purpose, let’s presume that yours is an e-commerce business predominantly selling women’s accessories. Upon clicking the ads, visitors are landed in a page that solicits certain details. Few exit the page by successfully sharing the details, subsequently ensuring a purchase too, whilst others exit without sharing any of the request details. Remarketing is all about targeting those abandoned visitors with the same ads once again. Below we share some of the techniques to generate more leads through Remarketing. Choose the right page for tagging Landing visitors/prospective customers to the right page is extremely crucial to increase the prospects of an effective lead generation. The page that is being tagged for remarketing should be embedded with a form that requests minimal yet crucial information from visitors. If the objective of the business is to increase the leads up to 30%, there is no other better option than targeting the bounced visitors. However, this requires beforehand knowledge on the visitor’s behavior like that of pages visited, and the pages that acted as a gateway for exiting the website. Increasing the bid on shopping cart and other conversion centric pages Landing page visits should be inferred as customers’ interest towards a particular product or service. Hence, retargeting visitors abandoning the website through the shopping cart and other conversion-centric pages are extremely critical to observe a positive headway in the overall lead acquisition process. There are ample prospects of these leads getting converted into customers. Generally, shopping cart pages request maximum information from customers and is classified as a highly potent lead generation page and hence shouldn’t be left untapped. In fact, the abandonment rate is very high in these pages for some reason or the other. Above all, it is better recommended the increase the bid for all conversion centric landing pages for better lead generation. Segmenting visitors No visitor is the same. Proper lead generation requires a thorough analysis of the visitors’ behavior right from the page through which they entered the website and their page of exit. This can be well established by carefully analyzing the funnel stage of every visitor. Once this is done, the most appropriate and actionable content should be incorporated into the corresponding landing page where the customer will land upon clicking the remarketing ad. Illustration:
Consider a visitor visiting an information-centric page in your website to explore more about the product. Most preferably, a product page. Unfortunately, no lead was generated through this visit. And now, your business should run remarketing ads targeted at the visitor which will, in turn, enable him/her to download the white paper and case studies. Please note, a crucial feature to be incorporated in the landing page should be that of a form. Educate the target audience in ads instead of compelling to purchase At the very first instance, the objective of your business is to educate visitors rather than compelling them to initiate a purchase. Create awareness amongst your bounced traffic by telling them what you do, and how your business can be of help to them. Never direct them to sales page, instead land them in a page titled as “Free consultation” and seek the appropriate customer details whichever is considered to be necessary. Through this, you can never miss out on a potential lead and increase the lead count generated through remarketing campaigns. Innovate on Ad Message It is wise to change your ads on a more frequent basis. This is because, since remarketing ads are targeted again and again to the same visitor they might get bored and the prospects of them clicking on ads are very minimal. For example, if you are running remarketing ads highlighting 30% discount for shoes for 30 consecutive days, and in the meantime, if you are witnessing a considerable drop in the CTR’s then it’s an indication for you to change the message contained in the ad.