Having a website alone isn’t enough to generate leads and drive sales. You need to have a strategy in place to convert your website visitors into leads. One of the most effective techniques to achieve this is remarketing.
Remarketing, also known as retargeting, is an online advertising technique that targets people who have previously visited your website but did not convert into a lead or customer.
Remarketing is a powerful tool that allows you to target visitors with specific ads that are designed to encourage them to take action.
Here are some tips on how to use remarketing to convert website visitors into leads:
Segment Your Audience
One of the most critical aspects of successful remarketing is segmenting your audience. By segmenting your audience based on their behavior on your website, you can create tailored ads that speak to their specific needs and interests.
For example, you could create a segment for people who added items to their cart but did not
complete the purchase. You could then target this segment with an ad offering a discount or free shipping to encourage them to complete the purchase.
Segmenting your audience is highly effective in improving the ROI of your remarketing campaigns.
According to a study by Epsilon, segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. It highlights the importance of tailoring your messages
to specific audience segments.
Use On-Site Retargeting
On-site retargeting is a technique that allows you to target visitors while they are still on your website. This technique involves showing targeted messages or pop-ups to visitors based on their behavior on your website.
For example, you could show a pop-up to visitors who have been on your pricing page for a certain amount of time offering them a free trial or demo.
On-site retargeting is highly effective in improving lead generation.
According to a study, on-site retargeting can increase conversion rates by up to 70%. It highlights the importance of using on-site retargeting as your lead generation strategy.
Create Compelling Offers
The key to successful remarketing is creating relevant and compelling offers to your audience. These offers should speak to their needs and interests and offer a clear value proposition.
It could be a discount, a free trial, or access to exclusive content. Whatever you choose, make sure it is something that will entice your audience to take action.
Creating compelling offers is highly effective in improving the ROI of your remarketing campaigns.
Use Dynamic Remarketing
Dynamic remarketing is a technique that allows you to show ads that are tailored to the specific products or services that your website visitors viewed.
For example, if a visitor viewed a specific product on your website, you could show them an ad featuring that product. This technique is highly effective in driving conversions and increasing sales.
Using dynamic remarketing is highly effective in improving the ROI of your remarketing campaigns.
According to a study by AdRoll, dynamic remarketing ads had a 200% higher click-through rate and a 50% lower cost per acquisition compared to non-dynamic ads. It highlights the importance of using dynamic remarketing in your lead generation strategy.
Test and Iterate
As with any marketing strategy, it’s essential to test and iterate your remarketing campaigns to ensure you’re getting the best possible results. Testing different ad copy, offers, and targeting options can help you identify what works best for your audience and refine your strategy.
When testing your remarketing campaigns, keep track of important metrics such as click-through rates, conversion rates, and cost per conversion. It will allow you to measure the effectiveness of your campaigns and make data-driven decisions about where to allocate your budget.
Leverage Social Media
Social media platforms offer an excellent opportunity to expand your reach and generate new leads through remarketing campaigns.
One effective way to leverage social media for remarketing is to use Facebook’s Custom Audiences feature.
With Custom Audiences, you can create a list of users who have interacted with your website and then target them with ads on Facebook. It allows you to create highly targeted ads that are tailored to users who have already expressed an interest in your business.
Another effective social media platform for remarketing is LinkedIn. LinkedIn allows you to target users based on their job title, industry, company size, and more, making it an excellent platform for B2B lead generation.
By creating custom audiences based on your remarketing lists and targeting them with ads on LinkedIn, you can reach out to decision-makers and influencers in your target industry and drive more leads and sales.
Offer Free Trials
Offering free trials or demos is a great way to incentivize users to convert into leads. With a free trial or demo of your product or service, you can provide value upfront and increase the likelihood of conversion.
However, you have to keep in mind the following:
- First, ensure that your free trial is easy to sign up for and provides users with a valuable experience. You want to give users a taste of what your product or service has to offer and encourage them to continue using it after the trial period is complete.
- Second, make sure that your free trial is time-limited. By decreasing the length of the trial period, you can create a sense of urgency and encourage users to take action. Additionally, ensure follow-up with users who have signed up for your free trial to keep them engaged and encourage them to convert into paying customers.
Remarketing is a powerful tool that can help you convert website visitors into leads and drive sales. By segmenting your audience, using on-site retargeting, creating compelling offers, using dynamic remarketing, and testing and iterating your campaigns, you can create highly effective lead-generation campaigns that deliver results.
According to a study by HubSpot, companies that use lead nurturing generate 50% more sales-ready leads at a 33% lower cost per lead.
In conclusion, if you’re looking to convert website visitors into leads and drive sales, remarketing is an effective technique that you should be using.
By following the tips outlined in this article and continually refining your strategy through testing and iteration, you can create highly effective lead-generation campaigns that deliver results for your business.