Increasing conversions for your website requires a great deal of effort and, there’s nothing more irritating than finding out someone just visited and “bounced off” without doing anything on it.
In this article, we’ll show you how to set up your website and campaigns in a manner that will increase traffic, boost sales and capture your visitors.
You can expect some tips on remarketing – lead magnets and the proper way to get your content that leads to conversions.
How Do You Retarget Visitors To Your Blog?
A frequent question that we always receive is, “how do you make visitors come back?” The answer is easy – retargeting. Now there are several ways how you can do that.
Here’s how it looks like: a potential customer visits your site, and their browser gets a cookie. You can now customize when they get another ad from your website while they are browsing the web.
- Time Delayed – this particular strategy uses time to your advantage. Instead of focusing on their behavior, you could have an ad appear once every week or so. It keeps retention, and if you have a different ad for every week, then they will eventually be persuaded.
- Sequential – getting them to view different ads depending on where they are in your conversion funnel. It means setting custom made ads depending on their interest in your service.
There are also content retargeting strategies where you can repurpose old content that has converted for you in the past. You can update the content and tweak it for the current market.
Don’t forget your old customers too. If you still have their email addresses, go ahead and send them something like this:
Lead Magnets and Getting Them To Sign Up
First, let’s define a lead magnet.
A lead magnet is something that you offer a potential customer or client in exchange for them signing up or doing something else for you. So any PDF, guide or downloadable can serve as a lead magnet.
But wait, there’s more.
Don’t give them anything; it has to be of absolute value to your customer. Here are a few notes on what a lead magnet is supposed to do:
- It has to be of high value to your potential customer. That means it has to contain information that is beneficial to them.
- It has to include actionable information that solves a problem of theirs. It encourages trust and rapport between you and the potential customer. It has the added benefit of making them want more from you since you already fixed a problem they have.
- It has to be short, don’t send them a philosophical essay on why local SEO is going to drive the industry forward, that’s overwhelming, and nobody has time for that.
Ideas for Lead Magnets
A typical lead magnet is a newsletter or some subscriptions or recurring payment programs which user can enroll after entering the email address. However, don’t just be limited to that. There are a lot of lead magnet ideas that you can take advantage of.
- Spreadsheets – these take a long time to make and tweak. If you’re willing to give out a spreadsheet for free, it sends a signal that your company is professional and puts in the extra effort for their customers.
- Tutorial – people spend hundreds of dollars on tutorials. A free tutorial sends a message that you’re not just in the business to take a customer’s money; you don’t mind imparting knowledge for free, too.
- Generators and calculators – these are some of our favorites because you can have the user interact with them. One of the best examples for this is Hubspot. Check out this one that even generates topics for you!
Drip Email Campaigns
A drip email campaign is an automated email marketing campaign that responds based on how your users interact with your site and the emails that you have previously sent them.
Take this into consideration:
If you utilize a proper email drip campaign, you can get a customer to buy from you again, keep them engaged, and even save money. In fact, if you were to sell something to an existing customer the probability of a purchase is at around 60 percent while this falls to about 5 to 20 percent with a new customer.
Planning Your Email Campaigns
It might seem like a daunting task, but it can be simplified. You can install a plugin to do that or use an email marketing software. If you’re onboarding a new customer, your series of emails could look like this:
- Welcome email
- Email tip (Week 1)
- Email tip (Week 2)
- Offer a new service/product (Week 3)
Something as simple as this can form your drip email campaign.
However, if you’re remarketing it becomes more of a mind map. Check this mind map from Pardot out:
As you can see, it involves several steps if your customer does not respond to what you have sent.
Remember all those lead magnets we discussed a while ago? It’s now time to look through your bag of goodies to see if there’s anything you can offer them at each step of the drip marketing process. Remember, they already gave you their email, don’t be cheap with the premiums you’re giving away!
There are many programs available that can help you out with your drip email campaign.
For instance, Benchmark Email automates workflows for you.
This should be enough to get you going on your remarketing strategy in the meantime. These simple trick and explanations will work wonders in how you get your content, site and your planning together.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.