he majority of businesses are producing content then distributing it on their website blog pages and social media including Facebook, Twitter and Instagram. The problem is that organic reach via these platforms can be limited – many website visitors won’t visit the blog page and unless your social media content is frequently excellent, Facebook’s algorithm won’t show your content to all of your followers.
So is it possible to show your content to visitors of your website after they have left the site? By combining your content marketing with retargeting indeed it is possible. You will be delivering relevant content to those who have already shown interest in your brand, thus improving brand awareness and conversions down the line.
An example of this would be if you were planning to buy a new luxury watch and having visited some websites selling luxury watches including, weren’t ready to make a purchase yet. If shortly thereafter you were presented with a guide to the best luxury watches from the current year you’d likely be interested in checking it out.
So here, instead of hoping that the website visitor happens to view this content through your blog, you can be delivering targeted adverts driving the visitor back to your website for them to hopefully make a purchase and at the very least see you as an authority on the subject for when they are ready to purchase.
How Does It Work?
By installing a pixel within your website code the visitors’ cookies are recorded and can be shared with Facebook, Google etc. Retargeting then works in these ways:
Increase awareness by using your content to move potential customers through the sales funnel until they are ready to make a purchase.
Drive engagement by retargeting customers after they have already made a purchase so that they make additional/supplementary purchases through your website.
Where Does Retargeting Happen?
Content adverts can be delivered anywhere you’re already doing retargeting for example Facebook or YouTube.
Content retargeting is a useful strategy to employ leading to brand awareness and loyalty as well as further conversions, while making the most of already created content by giving it more exposure.
If you’d like to learn about how we can help you begin a content retargeting campaign please get in touch.