Why Aren’t You Already Retargeting?

Lately, I have been fielding more and more questions on Remarketing also known as Retargeting (by vendors other than Google). For this post, I’m going to relate the usefulness of Remarketing.

For those of you who aren’t aware, Remarketing can be a strategic component of your website’s marketing campaign; whether you are looking to drive sales activity on your website, increase subscriptions or registrations or promote brand awareness.

Remarketing allows you to reach people who have previously visited your site and match the right message to the intended people. Essentially, remarketing can drive your ROI up, no matter what kind of campaigns you are running or the type of ad formats you have. Every retargeting campaign involves the use of a “pixel” or “cookie” that is embedded upon your key conversion pages. These “pixels” or “cookies” drop on to your visitor’s browser – they are non-intrusive – and when your visitor leaves your site, you may employ a retargeting campaign to have ads “follow” them over the internet.

In the case of Google, when using Remarketing, you will have the agility of the Google Display Network and it is vast – millions of websites are associated with the Display Network. The visitor who left your site will more than likely stop by a Display Network site in the days after leaving your site. And in encountering your advertisement, your message can be crafted to up-sell, cross sell, and promote relevant products to the one that the visitor saw.

Google’s retargeting system offers a wide array of options that allow these advertisements to be placed by demographics, location, customized audiences (ex: someone who abandoned your shopping cart vs visiting and leaving a page on your site), and all the other great options offered by AdWords.

What Remarketing enables advertisers to do is to target every stage of the purchase funnel including Browsing, Viewing and Abandoned Shopping Carts. If the visitor was browsing, an ad can be placed to encourage visitors to check out new products. If the visitor was viewing, then those specific products could be the tag lines. And if the visitor had abandoned the shopping cart, an ad with special pricing can be displayed.

Remarketing enables advertisers to increase ROI and conversion rates even after the initial process was abandoned. It can be a very versatile strategy when implemented correctly and increasing click through rates are very hard to argue with.

 

Conversion Optimization And The Four Personas

This post is all about conversion optimization and user experience. The main principles behind the creation of a website is typically to effectively communicate with your visitors and to potentially convert them into clients, leads or sales. This process always begins with understanding who your product appeals to and thereby categorizing your marketing strategies for the different personality types that visit your site.

How effectively is your website engaging your visitors? If you would like to improve your conversion rate, keep reading on your first steps to conversion optimization.

I am going to break it down into the four types of personas, as defined by Brian Eisenberg – who, along with his brother Jeffery turned out to be Conversion Optimization Pioneers – from his awesome guide on realizing a site’s potential through conversion optimization (Title: Always Be Testing).

The personas include competitive, spontaneous, humanistic and methodical types. They all engage with your site differently and it is in your best interest to appeal to all of them or at the very least, the competitive & spontaneous with a dash of either humanistic or methodical.

The picture below is a visual representation of the 4 types of personas that you need to optimize your content for with a blurb about their requirements alongside them.

4 Personas a website needs to be optimized for

The 4 Key Personas Any Website or Landing Page needs to be optimized for

 

It all comes down to conveying your information to your visitors in a way that these broad persona types will engage with you and your website. And now you’ve understood one of the basic tenets of conversion optimization.

Persona creation requires an in-depth understanding of how your visitors engage with your site and can be quite challenging the first you start. Make a story up for each type of persona to further continue with the creation, giving yourself a chance to understand how they intend on interacting with your site. In essence, try and place yourself in each persona’s shoes to come to grips with the user interaction.

After the Personas and story lines have been created, start testing elements or content on your site to better appeal to each type. Using Google’s Website Optimizer is a great starting place and Google has plenty of literature on how to maximize your time with Website Optimizer.

Conversion optimization is a user experience science based on empirical evidence of preference of one over the other against the entire number of visitors to your site. It is a side of online marketing that is often overlooked for other higher impact aspects of the SEM genre. However, when done right, Conversion Rate Optimization (CRO) brings larger conversions leading to an ever increasing bottom line.

Conversion Optimization requires a heavy dose of web analytics and those who are data shy, really shouldn’t be attempting to increase conversion rate through A/B or Multivariate testing. As mentioned before, it is an empirical science that is both detail oriented and immensely satisfying.

It took me a little while to figure out how best to create content for each persona and my guess is that it may take you a little while to do so, too. And don’t give up, in the end, you may be laughing your way to the bank.

Personal Online Branding for Beginners; Part 2

As I explained in my earlier post, personal brand management on the internet is entirely your responsibility and you need to own it.

Take your ownership to the next level.

– Own your name. Register for a domain (in your name) on the internet and build a website about yourself. What this accomplishes is optimizing your appearances on search engines. And names are relatively unique unless you happen to have a name like Joe Smith, in which case you would have to be a little more creative.

The process of registering for a domain used to be a daunting task and often a difficult process, if you did not know HTML, to create your website. These days, the concept has been made much easier, you can register your domain on godaddy.com or yahoo.com and then use a WordPress template to build your website. Going through the creative process of setting up your email account and keeping your website up to date, is still a little difficult – for those unfamiliar with HTML. However, there is a dearth of customer support, just a telephone call away and they can and will guide you through the process of setting it all up.

The cost of having your own domain name, especially of your actual name, depends on how many people share your name. But it does not cost more than 100/year. This amount is doable by anyone.

– Create an About.me profile. It is a simple and easy process to get you started with optimizing your name for search on the internet and allows you to share your various profiles on the internet. Be it Facebook, Linkedin, Twitter, Tumblr, WordPress, Youtube, Foursquare and so on.

Click to see my About.Me profile and you’ll get the gist of it.

– To further enhance your visibility on the interwebs, use your blog to write about what you do. In essence, what I am suggesting is that you SEO (SEO – Search Engine Optimization) your name.