Do you ever feel exhausted when you see your prospects visiting your website for longer and leave your website without turning into your customers?
I’m sure you do. Everybody hates it.
It is simple to create retargeting campaigns but to catch the customer’s attention, pull them to your landing page, and highlight their pain points is a tough job to perform.
Why is it?
Social media hasn’t only an influential impact on our lives, but also one of the most reliable for you to connect with your potential customers. You can take advantage of these channels by producing compelling content or product after knowing the customer’s needs.
Approximately, 4% of audiences show interest in your product and ready to buy. Then what about96% audience who are not prepared to buy your product after visiting your website?
Well, I am going to explain what exactly is retargeting and how it can be used for your business.
What is Retargeting?
Retargeting plays a vital role for marketers. We have already discussed what is retargeting and how it works, but to understand the whole process, below is an example of a visitor who is interested in some specific products and later on, he is being tempted to purchase a product which he was already viewing.
A user or customer visits your website, views your product, and leaves without making any particular action. A cookie dropped into the user’s browser automatically, which helps you to track the user’s activities or searches and your product’s ads appear on those websites.
Nearly up to 50% of sales are being done through retargeting.
Is it Interesting?
Yes, it is. You can retarget the prospects with a similar product or a discounted option to pull the trigger for the buying decision.
Social networking channels encourage you to retarget the audience to gain traffic, lead, conversions, and create a win-win situation. These articles give you the best direction to retarget the potential audience Google andFacebook ads and hold a substantial step in the market.
After having massive content, social channels to scrutinizing customer fear, want, and taste. Still, some marketers are lacking to create retargeting campaigns to drive more value and build a strong brand impact in front of the audience.
“Marketers need to work smarter, not harder”
Retargeting is the most exceptional approach to drive prospects back to your website and convert them into your customers.
Although, there are some common mistakes made during creating a retargeting campaign. It can be surely wiped out. For that, you need to focus a bit more while setting up the retargeting campaign.
In this article, you will learn 4 basic marketing mistakes in which you are obligated to keep it away while creating a Retargeting campaign.
Not breaking the audience into the segment
The first and most common mistake made is: Not segmenting the audience for the retargeting campaign.
Audience segmenting is the most significant factor. In this crowded digital universal different audiences are having different wants, preferences, and desires at the same time.
“As a rule: Go hard on your initial effort”
You should divide the audience into smaller groups based on similar characteristics, habits, and fear and dive deeper to accumulate the data to create a retargeting campaign.
After doing so, appearing with the creative idea and achieving the idea are two distinct points. You need to come with inventive ads idea that taps the audience’s desire, makes feel them valuable, recognized, and inspired.
You have to drill into your heads, that various prospects coming towards your website might be in different buying stages, it’s the efficiency of marketer that how to cater them and take their business where you crave to take.
Undefined Purpose of Retargeting
It’s another most and least valuable perspective. Without the defined purpose of re-targeting, the potential prospects with the campaign are like to pour your money down in a sinkhole, and as digital marketers, you know how it is challenging to restore it.
So to avoid the state of being frustrated, you have to put together all the related pieces of your goal, objective, and purpose of retargeting to get grand reach, numerous customers and better engagement.
Most probably, you made mistakes while growing campaign cause hasn’t enough knowledge about the market and the purpose of your existing product.
If you want to take your business to the next level, then you need to give a sense of your brand purpose to the audience. You have to clarify what you are trying to covey, what offers do you have for them, etc. For retargeting, you need to decide the type of audience that you want to reach.
Not conveying the right ads
“Beautiful saying by Sherry Yard: Promise less, deliver more.”
Retargeting the potential audience by displaying product ads at the right time is a tough nut to crack.
Yes, you have segmented the audience, still, you need to create multiple ads to attract the attention, and drive them back.
Most of you create a single ad and show it repeatedly that annoys the audience.
You should keep on top of mind that if your retargeting campaign delivers a complicated message, which is not easy to understand, then your brand doesn’t give any memorable impression to the desired audience for sure.
Appearing the right ads, on the right website at the right time allows you to turn your visitors into your loyal customers and raving fans.
To improve results, earn more ROI, and conversion, you are required to tweaking and enhancing the retargeting campaigns over and over to keep it fresh and updated.
Make sure every dollar you send must be useful more than the earlier spending.
With the launch of LinkedIn in 2003, things changed. It was the first time a social media app was created for professionals. it was no longer about holiday pictures and endless selfies. It was about your education and work experience. In the beginning, traction was slow, but when the recession hit the markets a lot of people lost their jobs. A need for an online pool of available skilled and professional people was imminent. This was the turning point and since then LinkedIn has cemented its position in the top three social media networks of modern times.
Like all online business, one needs to run ads in order to generate revenue. But LinkedIn is unique from the rest of the social media outlets because it’s specifically designed for business and professionals. Users mainly go to LinkedIn to showcase their job experience and professional thoughts, making it one of the more important platforms to use for those in B2B.
It has features such as Company Pages, InMail, Groups, LinkedIn Pulse, and the option to see who viewed your profile. LinkedIn can not only be used to generate online traffic but also the prospect of potential leadership and resource. With over 300 million active monthly users most of them decision-makers having twice the buying power of the average web audience, LinkedIn is a marketers paradise.
In this article, we take you through the steps for creating an effective retargeting campaign on the world’s premier business to business social network.
The LinkedIn Matched Audience
The secret to successful online marketing on any platform is having a receptive audience. People who are willing to listen to you and see your advertisement are 80% more likely to convert than a cold audience. LinkedIn marketing has a trick up its sleeves called Matched Audience.
LinkedIn matched audience equips the marketers with a set of targeting tools which allow them to reach almost all members of the platform, and that too using their own data. According to Eva Chau:
“With Matched Audiences, you can use LinkedIn to retarget your website visitors, market to your contacts from your customer databases and marketing automation platforms, and reach decision-makers at target companies for your account-based marketing programs. Matched Audiences helps increase ROI by enabling you to focus your efforts on the audiences and accounts that are most likely to drive revenue”.
According to Marketo personalized retargeting increases conversion rates by 13 times. This is massive when you consider that 96% of all website visitors will not convert. Hence the importance of retargeting can not be overlooked in the slightest.
You can use the matched audience in the following three ways for prospecting B2B clients.
As it is evident from the name, website retargeting allows you to market your business to LinkedIn members who have visited your website in the past. You can segregate the audience and provide relevant content based on the pages they have visited.
Below are the steps you need to follow to set up a website retargeting campaign.
Adding LinkedIn Tag
The first thing you need to do is add the LinkedIn Insight Tag to your website. It is a small piece of code which when added to your website, communicates valuable insights with LinkedIn about the nature of the visitors to your website. Then, sign in to your Campaign Manager, click your account name, and access “Insight Tag” from the “Tools” drop-down. If you’ve added the tag correctly, your website will be listed as “Verified.”
Creating an Audience to Retarget
Log in to your LinkedIn account and navigate to campaign manager and find matched audience on the targeting screen.
Click on create website audiences to create rules for tracking.
Her you get three options as to how you want to set up your audience for retargeting from your website URL.
Starts with: This rule matches characters from the beginning of the string until the very last character. Take for example we want to target all visitor from the discovery page, for that we will use the URL “https://contentstudio.io/content-discovery”
Matches every single character in your URL from beginning to end. This technique is used when you intend to retarget visitors for a specific page. For example, you can use https://replug.io/blog/retargeting-strategies” to target the people coming from this page
This us much like the “contains” search query used in other tools. It will target all people who are visiting a page with a URL containing a certain word.
The second type of retargeting that Linkedin offers is account retargeting. This strategy is perfect is you know the type or nature of the professional to which you want to retarget. In this technique, you target accounts instead of the people holding those accounts.
This is particularly popular amongst marketers as it allows them to pinpoint their target audience. The other great thing is that even for less experienced marketers, they can easily figure out the profession of the audience they are planning to target, hence it does not require much research. AJ Wilcox, a certified LinkedIn ads partner says
Everyone give me a list of the 50 companies you would give ANYTHING to work with.” The sales teams obliged and provided 1,050 companies. I created account-based advertising campaigns around them, which means 100 percent of the leads generated from them were leads that the sales team would gladly and dutifully service.
Imagine if you can get the access to decision-makers of businesses which are your ideal customers, your sales will definitely get a rise. LinkedIn gives you access to more than 300,000 companies which you can target. Even more so you can target specific professions in your region.
With LinkedIn account retargeting you can run account-based marketing campaigns and show ads to companies you wish to be a part of. You can also target professionals from a certain area, specifical decision-makers in multinationals. and Finally, Drive more conversions with focused targeting comes a higher chance of a conversion. If you know the professional demographics of your target customer, now you can reach them on LinkedIn.
Setting up Account Retargeting Campaign
To set up an account retargeting campaign, navigate to the targeting page in campaign monitor. Since this technique is subjective to demographics you have to always select a location which you want to target.
In order to further refine your audience, Linkedin allows you to select the employees of a specific company, education, job expertise, and interest. You can enter up to 100 companies. With account targeting, you can upload a list of companies. You can also exclude certain companies which you do not want to retarget.
You can also upload a list of companies you want to target by clicking on the matched audience –>Add matched audience –> Upload lists, as shown below.
In the upload section, set an appropriate name for your audience. Upload the companies list sheet which should be according to the template provided by LinkedIn which is two columns one-row style spreadsheet including company name and website.
The next step is to create ads for your account retargeting campaign. You can do this by going to Campaign Manager and selecting “Matched Audiences” from the “Tools” drop-down. Then, via the “Uploaded Audiences” tab, select “Upload list.” Lastly, enter the name for that list, click “Upload file,” and then hit “Next.” This will upload the list of emails you want to target.
The third type of matched audience targeting is uploading an email list and targeting them on LinkedIn. This makes for a highly targeted audience which can be outreached.
The advantage that LinkedIn has is that it knows both your work and private email. Work email through your profile and private through the account. Whenever you engage in any activity with your co-workers, LinkedIn makes an association between your accounts. This elevates the match rates on LinkedIn much higher than other social networks.
Having this level of a customized audience can have a substantial impact on conversions. Suppose you upload a list of emails of social media marketers from your previous companies and are now running a social media management tool ad than your own. The conversion rate will be significantly higher. Plus there is a level of confidence when you are at the receiving end of an advertisement from someone you know.
Setting up a Contact Retargeting campaign
The process for creating an email list for contact targeting is much like that of account targeting. You need to create an excel sheet according to the template specified by LinkedIn with all the email addresses you wish to target.
Navigate to Campaign Manager and click on “Create an audience,” followed by “Match based on a list of email contacts.” Then, upload your file and click “Next.”
While creating a matched audience, instead of uploading an email list, you can also import data from other tools which offer email integration. Just click on ” Setup data integration” and it will show you a list of tools which offer email contact import. Some of these tools include Marketo, Oracle Eloqua, LiveRamp, Acxiom, Zapier, Salesforce Advertising Studio, etc.
Click on a tool which you have been using previously and start the integration of email list from it. The data transfer is protected by public and secret keycodes which need to be entered in the tools for safe data transfer.
LinkedIn Retargeting Results
The results which audience matched targeting have produced are staggering. Website retargeting has shown an increase of around 30% in CTR. Account retargeting increased Post-click conversion rates by 32%. Similarly, contact retargeting increased CTR by a whopping 37%.
If you are a digital marketer, you should know that these results are highly encouraging. Marketing automation integration lets you reach prospects you already know on LinkedIn to share relevant content and grow your business.
LinkedIn matched audience retargeting allows for continuous marketing throughout the customer life cycle. This includes generating brand awareness, marketing, retargeting, and finally lead generation.
What do you think about the capabilities for using matched audiences in Linkedin?
About the Author
Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.
Specifying a marketing budget is the need of every company, but choosing where to spend it brings lots of other factors into play. Only about 2 decades ago, marketing criteria were set for everyone. You bought air time on the radio, bought billboards or made an advertisement for TV to be played during intervals, with prime time ads costing more than others.
The product marketing playing field is not level anymore. The scales have started to tilt in the favor of online marketing. People are no longer looking at billboards or paying attention to advertisements. So in reaction to that low demand, those companies have increased the price of advertising to keep it ROI positive. This is bad news for small and medium enterprises which have a limited budget and can not compete with big business for product placement.
Fortunately for them, social media has come to the rescue. As the monopoly of conventional marketing started to wither, it revealed the drawbacks of traditional marketing.
Factors such as high cost, lower conversion rates and zero interaction with the audience proved to be pivotal elements which urged marketers to look at alternative modes of advertisement. Marketing on social media platforms costs less and converts better making it a win-win situation for advertisers. Nowhere is the ROI in social media advertisement better than on Facebook.
Retargeting on Facebook
Part of the reason Facebook is such a great platform to market is that it has continually improved its pixel. The Facebook pixel is a code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.
In the last few years, Facebook has worked on perfecting their pixel to be more accurate and to help build retargeting audiences. From reaching those who have taken specific actions on Facebook/Instagram, to serving ads to only those who spent the most time on your website, these new options are geared to help push prospects and customers down the marketing funnel.
The common pattern is that people visiting a website are less likely to make a purchase on the first visit. In actual, it is a long journey from visitor to customer. This is why Facebook shows them relevant ads and retargets them to help you convert better. Not only does Facebook offer a variety of retargeting options and immersive ad units that aren’t available on other platforms, but it also boasts both a higher audience inventory and lower conversion costs.
Importance of Facebook Retargeting
In real life, people like to window shop before they can establish value for money in a product. They visit different stores to get a price and quality idea for the product they are searching for. Same is the case with online purchasing.
It is extremely rare that people visit a page and select the product right there and then. These websites show retargeting ads to visitors that did not buy. Even then it is unlikely people will buy after clicking just one ad. There is usually a complex journey of transforming a visitor to a paid customer and Facebook has the unique power of making that journey easy.
How Facebook manages to achieve this is mainly associated with providing a willing and responsive audience as opposed to a cold one. This helps a lot as people shortlisted by Facebook are already partially inclined to buy your product. This is done by complex algorithms, working hard to determine the search patterns and interest of billions of people.
Creating a Facebook retargeting campaign in 3 steps
The idea of retargeting is a fairly simple one. By tracking website visitors, you show them relevant content via a sponsored ad on their news feed on Facebook once they have left your website.
Let’s say you wrote a blog about top content marketing tools. Now if you have a Facebook retargeting campaign set up, you have the opportunity to place an ad for Content Marketing Strategy 2019 in your prospects feed. This allows for your product to be in the company of potential buyers all the time.
To create a Facebook retargeting campaign navigate to ads manager. You can find this on the left-hand navigation or in the top, right-hand drop down. You can also find this on your business page under the “Promote” dropdown.
The first thing you need to do is to ad the pixel code to your website to track traffic. Fortunately, Facebook has provided a detailed guide on how to ad pixel code to any type of website.
Once you have successfully added the pixel code comes the part of creating a retargeting campaign.
Step 1: Setting up a custom audience
After verifying that your pixel is working fine and receiving traffic, login to your business manager account, click on all tools, then under “Assets”, click “Audiences”
Here you will create a custom audience based upon the visitors on your website. You will have to create and target audience for a specific page on your website. This page can be a sales page, landing page or a specific product you want to target. Once you place the URL that you would like to target and create your audience based on, Facebook will save this audience and begin to populate the page visitors.
Step 2: Set up your Campaign
Now it is time to create the actual campaign. Facebook remarketing campaign. In the campaign section, you will want to choose the “send people to your website” objective.
This will open up a set of options to finetune the potential customers for your business.
Choosing this option will allow you to create Ad Set where you can customize audience, ad placement, and the budget you want to allocate towards this campaign.
From here, you have the option to attach your custom audience which you will see appear in the dropdown.
You can further classify it on the basis of the following factors
Interests (Anything from job titles to favorite music bands)
You can observe for the first week which type of audience is being attracted to the ad and then classify it further. Your audience should already be very targeted based on your buyer persona and you don’t want to miss out on any good opportunities.
Step-3: Creating Ads
Now comes the fun part, when you will create the actual ad which will be viewed by the user.
The most important features of the ad are the image and the headline. The best advice is to keep your ad copy clear and concise. Use a simple image and a powerful headline. One of the things that really matters is that your ad should appear naturally in the user feed. You should remember what drives more clicks in the feed. So instead of spending unnecessary time on creating custom graphics, create simple and clean images appearing harmoniously in the feed.
It is however best to test different sets of images, headlines, and descriptions to see which is performing better. A/B testing is a great feedback method while creating ads. You can judge the performance of your ads and alter details accordingly.
Test this out with a week-long campaign and a small budget of $50 -$100. Your first campaign might not be a major success story, but learn from it and by continually tweaking your campaign/ads you will start seeing leads move down the Inbound Marketing Funnel!
Challenges of Facebook Retargeting
The idea of Facebook retargeting is fairly simple but when you immerse your self in the actual planning of the campaign, you will see that it’s success is dependent upon far more complex parameters. A couple of the crucial ones include setting website custom audiences to the last 30 days of visitors and failing to consider the particular buying and lead acquisition patterns for the individual brand.
Choosing the right time period of the audience which visited your website plays a crucial role in determining the conversion rate. Understanding the client acquisition patterns for your business will help you determine the type, nature and period your retargeting campaign. For example, If you find that most of your customers tend to convert within a few days of visiting your website, then you would be paying for 30 days worth of Facebook impressions that are no longer relevant.
Similarly, consider the case where your product is high priced or it requires education the visitor sand making up their mind through regular engagement. This time the potential buyer will require more time in the conversion process and if you have set the audience pool time period to 30 days of visitors, this potential conversion might slip in the categorization.
The solution to these problems is to intelligently study the audience and then break your audience into smaller groups. With each group having common needs which then need to be addressed in the remarketing campaign. Let’s say you have identified two group one which visited 3 days ago and one 25 days ago. What you can do in your remarketing campaign is to show the later one a stronger marketing message as they have become a colder lead. You have to encourage them more vigorously compared to the other group.
Grouping all audience together might seem better since you have a larger audience, but once your analyze how the retargeting ad misses the mark by not meeting the expectation of the viewer, you will be forced to divide them into smaller groups.
5 must-try Facebook retargeting strategies
Retarget those who engage with Facebook posts
Nearly all businesses have a social media marketing strategy in place which includes regular content sharing on their official Facebook page. If you put some thought and effort into the posts you create, you will definitely get engagement on your posts. People will like and share your content if they find it interesting enough.
The idea for this strategy is to retarget those people who engaged with your Facebook posts but never visited your website. If you are running Facebook ads, these are the perfect audience to retarget. As these people are already engaging with your content, is it easier to encourage them to take the leap of faith.
This strategy includes three steps. First, you need to create a set of people who have engaged with your content on Facebook. In the menu under “Engagement”, there is a list of various options of how users can interact with your brand on Facebook. Click “Facebook Page,” select “People who engaged with any post or ad,” and include a timeframe. Remember to exclude the people who have already clicked on your ads.
Create a second custom audience of “all website visitors” keeping the time period same as the first group. Now create an ad which targets the first group and excludes the second.
Hook line and sinker
It’s a well-known fact that people do not make the purchase first time around. Hence retargeting. There are numerous reasons for such behavior. A common one that we may all agree upon is visiting the order page and realizing we might have budget constraints. This keeps us from purchasing and we subdue to the temporary restriction.
Well, this can all be turned around by implying an intelligent strategy of Facebook retargeting. Create a custom audience of all people who visited the checkout page of your website in the last 30 days. Create a compelling ad to them in the first 3-5 days of the new month. Come payday, will be a new motivation to the visitor and seeing your ad will make them think its fate that has brought the product in front of their eyes and the required money to buy it in their pocket.
The two-tier strategy
Often time you have to mimic the behavior of the visitors to develop a retargeting strategy. The behavior of the visitors on social media is to wait and see. They would not rush to the decision to make a purchase and might need inceptive pursuading.
The inception here being your brand. In the first tier start with a brand awareness ad which would create an impression in the mind of the viewer. And what better way to create an impression by making an awesome video.
You can n create a second more compelling retargeting ad based on the custom audience who have viewed the video. Yes, Facebook offers the unique targeting option to the custom audience who view specific portions of your video. Create a custom audience base upon people who have viewed at least 50% of your video content indicating high-interest levels.
You can then retarget them with another and with more incentive for better conversion.
Retarget the most engaged website visitors
A simple measure of how much-interested people are in your product is the amount of time they spend on your website. if the bounce rate of your website is lower, it means the design layout and journey of the visitor on your website are appropriately set. You can check the bounce rate and measure the avg time on the website by using the Google Analytics tool or lucky orange which help you track visitor journey.
You can retarget people on Facebook who has spent significant time on your website.
In the custom, audience panel clicks on website traffic to select visitors by time. You can further skim the audience based upon the amount of time they have spent. An important pointer here is to exclude the people who have visited and made the purchase. Otherwise, you will be wasting time and money on people who are already your customer.
Prospecting for a lost cause
In the world of Facebook retargeting, there are no such things as a lost cause. There’s a lot of room for customer growth with re-engagement campaigns. This is the same case as you might have observed in email marketing, where you receive promotional emails months after you visited a website.
Facebook retargeting campaigns are specifically designed to connect with users who haven’t purchased from you or engaged with your site within a set period of time. The tenure of the audience which you want to rejuvenate can vary from a couple of months to up to and year. You can upload a custom audience from your email list for people who haven’t replied to your emails. Many CRMs such as MailChimp provide this facility.
Retargeting can yield higher ad engagement, brand ad lift, and awareness, click through rates, and conversions, all at a lower CPC than the majority of campaigns targeting cold audiences.
This is an incredible opportunity that brands should spend more time focusing on instead of exclusively trying to create ad campaigns for cold audiences.
What do you think? Which retargeting strategies have you used for your business? Which has worked best for you? Let us know in the comments below!
About the Author
Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.
Do you know that only 2% of customers are converted on the first visit to an online store?
The truth is; a lot of people never give attention to the market’s product for the first time. In fact, they are staring at a different solution to their problem by visiting various sites and then make a decision. So it is pretty hard to win the customers auction and convert them into your actual buyers.
At this point, Retargeting plays an essential role.
Retargeting is a smart way to re-engage with the audience who have visited your website before. It has 98% chances to bring visitors back, helps you to get your brand recognized, and acquire the customer’s attention.
How Retargeting works?
Retargeting is the process of tracking the visitors online and dropping a cookie to their browsers if they leave the website without converting it into your customers. This cookie helps marketers to retarget their visitors on other websites they visit while they’re online.
Have a look at the image below for a better understanding that how Retargeting works.
Benefits of Retargeting
Get more ROI
Gain more quality traffic and high conversion rate
Reach a highly targeted audience
Increase brand visibility and likeability
Do you think that Google is a great option for advertising and enhancing brand recognition within the industry?
Google has dominated one of the most compelling search engine markets and has controlled 88.47% of market share in April 2019. It provides a vast amount of information to marketers or personal users.
Google is also known as the advertising master of the internet. It is able to grant well-organized tracking and targeting tools to advertisers. It also assists the marketers to find more people to target, build brand awareness, and place ads with the target keywords.
Google Adwords Retargeting
If you want to advertise your brand on Google, then you must have to (sign up) at Google Adwords. It is quite manageable, you are required to add a piece of Google remarketing code to your website so the visitors can be appended to your remarketing audience list through cookies.
Google retargeting is a dominant technique to reconnect with the visitors and tempt them to make purchases by showing relevant brand ads on different web domains.
Is GoogleAdwords a great investment for marketers to generate more revenue?
Yes, it is. Approximately 97% of Google’s total revenues come from an advertisement. Business owners raise per pay click budget because they can inspect a high return on investment from Google AdWords.
It helps you receive more genius clicks against the branded ads from the audience, cost-effective to get more sales to your website and gain high ROIs. Adwords makes it so convenient to measure the performance of the ads which is viewed by the target audience and allows you to create customized campaigns respective to your need.
So, let’s discuss how you can set up the remarketing campaign in Google Adwords.
There are three steps for remarketing using Google Adword.
Step 1 Set up the Global site tag
You need to add a Google site tag on every page of your website to track the ad click that brought a visitor to your website. It is a web tagging library for examining google’s sites, tracking the conversion, and remarketing products. So, here you have to select the “Audience manager” to build an audience to remarket with the product ads and select the “Audience source”.
After that, click on the google ads tag detail and there you’ll see the Global site tag you can copy and paste it on your website.
Step 2 Create retargeting campaigns
Adwords allows you to create a customized campaign under your own set of rules. While creating a campaign to retarget the audience; you need to set a goal that you’d like to achieve and select the campaign type according to your purpose of retargeting.
Moving forward, you are required to set the budget, choose your audience, create your ad group, etc. This guideline helps you to create the first campaign and understand a bunch of remarkable setup factors in detail.
Step 3 Linked Google Analytics
In order to find quality data about the traffic, lead, and websites from visitors. Google Analytics is one of the most well-founded tools to help you out. You need to link Google Analytics with Google Adwords to keep a record of the visitors who are retargeted with the product ads.
Linking these accounts will assist you to examine customer’s activities to your website after clicking on the ads. It gives the opportunity to fill the gaps by accumulating information about web traffic and the performance of the website or ads. These directions explain to you how you can link your Google Ads with Google Analytics.
AdWords Retargeting Strategies
Retargeting the Existing customers
When it comes to advertising a new product or showing ads, then marketers should focus on existing customers because they have already purchased your product and also are aware of its quality. 70% of companies prefer to retain existing customers than acquiring new ones.
Existing customers speed up the sales cycle by associated with the brand or product, and also conquered the barriers the customers are facing while purchasing the product. So it’s a bold approach to spend money, time, effort on existing customers to give a better position to the business.
Dynamics remarketing is another captive strategy used in Adwords. It helps the marketers to show customized ads of a particular product to those visitors who have previously seen it. In other words, we can say it reminds people about the product they have last seen.
Let’s take an example here.
Let say, a visitor came to your website and viewed the product there. AdWords assist the marketers to manifest folks ads on the other websites that they’ve already seen, for promoting their product.
Starting with the dynamics remarketing; the marketer needs to insert product details, price, image and will be displayed on other websites to retargeting the audience. As shown in the below image.
Segment your Retarget audience
Perceiving the customer’s behavior is a critical aspect to reach the audience with the appropriate message and get the retargeting experience. Audience segmentation helps optimize the campaign for various web domains and leads a massive no. of conversions.
If you genuinely want to be a successful marketer, then you have to segment the audience into a different group, based on different behavior such as preferences, interests, likes or dislikes.
Keep in mind; every individual is different from others and unique in their own way.
Segmenting the audiences becomes an essential factor to target the right audience with the right ads at the right time for the conversion funnel.
Google Analytics helps you to create an audience from the segment to retarget the potential audience or existing audience with the Google ads campaign. It also supports marketers to think strategically and segment accordingly.
Use Content Remarketing
Google gives direction to the marketers to build retargeted ads using Google Adwords to get identified by the audience. After segmenting the audience, it would be so useful for the owner of the website to create the remarketing list to re-target the audience with a particular piece of content to get them back to the website.
Google presents several tools to remarket your ads, but the Google display network is an exceptional choice while targeting potential customers. To create a tailored advertisement for a particular segment, GDN allows the marketers to display text, add image or video ads, related to the product or brand.
Content remarketing has the competency to make the visitors curious about the product, assure them to repeat purchases and interact with the company.
Change your ads for Non-converting audience
Does the Audience matter?
So the answer is Yes, knowing your audience matters more than ever. Because it allows you to figure out what piece of content, solution or idea they are hunting for.
As we heard before, We can’t please everyone with the same content. So don’t try to.
If you are showing the same retargeting ads or irrelevant ads over and over again, then the visitors get burned out for sure.
So, creating a different segment of the audience and retarget ads accordingly, will get more clicks and traffic towards your website.
Using Google AdWords, you can tailor retargeting ads for each segment and connect with them solely. Marketers could give a fair overlook to their ads to drive the attention of retargeted customers. They can add images, make visitors laugh, and offer varying incentives such as price discounts, free shipping, etc.
Have a look at this image.
Retargeting is a dominant technique to retarget those visitors who have enough interest in your product or brand and also a ridiculous way to move your business steadily and smoothly.
It’s not easy to persuade the audience to convert into loyal customers. Therefore marketers are required to spread the awareness of the brand or illustrate the brand’s active presence by showing ads repeatedly on the other websites which customers visit frequently.
About the Author
Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.
It has been estimated there are over 3 billion active users spend at least two hours on different social media channels every day. Social media marketing strategies make it easier for businesses to stand in the market and get quality traffic and profit through social media by adding another revenue stream.
‘People don’t buy goods and services. They buy relations, stories, and magic.’ by Seth Godin. In order to effectively run a social campaign, marketers need to establish a relationship with the people and find ways to earn their trust.
Let’s take a look at the factors to maximize influence on social networks.
Identify the Actual and Potential Reach
Reach means how many people visit your website, see the targeted ad and convert it into customers. In the marketing world, customers are a significant part to boost your marketing efforts, sales and receive high ROI in return.
To reach the audience, you need to identify the group and target your product. There are two ways you can measure reach.
It is based on the total number of followers you have on your social account. Let’s take an example of the ContentStudio.io Twitter account for your sounder understanding. ContentStudio has 8,602 followers, who are able to view tweets and retweets. That 8,602 is the potential reach of the ContentStudio on the twitter account.
It means how much your potential customers are reaching the post on social media channels. The customers who surely viewed your shared post in their timeline. ContentStudio’s actual reach to the post is 7,184 as shown in the below image.
To identify the potential reach, you need to view the variable while classifying the customer’s group.
After that, you need to define the target audiences and create a profile for them and compare the rival profitability holding a similar product in the marketplace.
Research Your Competitors And Find Out Who Their Customers Are
Smart Social Media
Respond To Every Email, Tweet, Facebook Comment, And Phone Calls
Establish Trust In Your Community: Publish User Reviews, Get Likes, Syndicate Articles
Connect With The Right Influencers
Post Relevant Content On Blogs
Craft An Engaging Newsletter To Foster Leads
Address your customer’s need and preferences
People who are new to the marketing game need to identify the customer’s needs and wants. Marketers should deploy strategies after addressing customer’s behavior. Customers are the most valuable resource for every business person to attain a share and get maximum profit in the market for a long time.
A need is “something that solves an actual or imaginary problem.” says Jorge Baba from Game-Changer. Needs are the basic necessities of the customer which should be fulfilled at any cost.
Wants: It’s a desire of the customers to buy some products to satisfy the need. That’s why the small segments need to be a target with a unique product in the market.
Demands: The customer who is willing and able to buy a particular product at a given price.
To meet demand, your product should be a pain killer, not a vitamin. So, it’s essential for the market to research the customer’s preference through different social channels like Facebook, Instagram, Twitter and many more before designing a product.
With the technology transformation, the customer’s behavior also evolves with time. Nowadays customers give more priority to online shopping and payment rather than doing it manually.
They expect the manufacturer to be able to do so with the product in order to satisfy their needs. There are a few tips that illustrate how you can find the customer’s preference while serving the product or service in the marketplace.
Identify who your customers are
Find out their shopping methods
Invest in customer research
Conduct a customer satisfaction survey
Develop a good customer contact strategy
Assist in developing relevant marketing strategies
Explain your goals and objectives
The goal is measuring the end result which consists of one or more objectives or chunk. The objective should achieve within the time frame to accomplish the goal.
Every entrepreneur needs to identify the goal and objective of the business and describe it to the audience. It gives the marketers direction to the destination they are looking for.
There is a certain criterionthat helps you while creating a smart goal and objective.
Specific – Your goal should be specific that which audience you’re going to target.
Measurable – Your goal should be a measure that means where exactly you want to stand.
Achievable – The goal must be attainable and not hard to achieve.
Relevant – Goal should be relevant to the objective that what you are trying to achieve or why do you want to reach this goal.
Timely – Your goal must be achieved at its given time frame.
There are plenty of social networking sites that help marketers to set their goals after engaged with the customers.
Using different platforms not only help in generating more leads and traffic but also assist while setting smart goals and objective. Marketers can easily accumulate the pool of information where they need to invest and utilize the resources, time and energy.
Organization goals explain the audience what product’s value they have, services, solutions to their problems and organization goal-related activities. It motivates the consumers to acquire the product for their personal benefit.
If the entrepreneur’s goal is to hold a 40% market share with the product, then he/she need to design unique strategies that contain a set of actions to actualize the goal.
Create quality content
Creating content is all about how you attract or persuade the attention of the audience. Writing great content is the best approach to advertise your content all over the world through smart social media channels. A marketer should come up with an exceptional content idea that inspires, educate, and inform the audience to modify their lives and business.
Facebook is the most successful platform for marketers to market the product or brand. It has estimated that Facebook has around 2.2 billion active users. Another social networking website is Instagram, most of the marketers earn huge revenue using these social channels. Instagram has around 1 billion active users.
These social media channels make it easier for marketers to attain a market share and develop a reputation for your product or brand. Utilizing these platform markets can engage with the audience, identify the competitor’s activities and also find out the customer’s behavior.
This is very important to know which market you are going to target with the content. There are best three ways to give value to the target audience.
Create unique and original content
Make content actionable
Be a resource
The information marketers provide in the content must be accurate, based on facts and figures, short in size, easy to understand. The customers find the solution in your quality content and also enhance their knowledge experience, monitor leads, and traffic to your content.
Marketers produce content for the customers looking desperately for. You need to consider the loopholes of the competitor strategies and how you fill it with the unique marketing tactics.
You can write visual content and spread all over the different social channels, Visual content consists of:
By creating quality content, companies like DollarShaveClub reached $1 billion acquisition by making only one video viral on social media channels.
A similar story is of Font Awesome which raised over $1,076,960 on Kickstarter with only a single video. Though Font Awesome has been used by many companies, to reach a milestone over $1 million is through by putting high-quality video content.
Convey a message: Put it in an infographic
Infographics bet on two words ‘Information’ and ‘Graphics.’ It means providing information with the graphic images to easily recognizable the product or brand at once.
Infographics are a very reliable way to share a piece of complex information in a simple and clear image. Marketers utilize this valid method to spread their content on multiple social networking channels.It’s obvious that people remember 10% of what they hear, 20% of what they read, and 80% of what they perceive and perform.
There is a case study that gives you the idea of how you can share your content on multiple social platforms and the value of the infographics.
Infographics is a kind of storytelling which capture the attention and enhance the social engagement of the audience to your brand and established a genuine connection with them
It’s is a broad type of visual communication that includes data and images. Marketers try to present extensive information in a graphic format to the audience to convey a message related to the product.
Customers more preferred to visual content text rather than textual. Infographics have the ability to raise your sales and business reputation in an eye-catching manner. People engage more with social media channels to know or learn about something and share the information with others.
We have an example that illustrates to you how infographics affect the content in a positive manner. Here is a travel agency infographic which demonstrates their customer from top to like a story. It tells from the destination to baggage in useful content the customer can easily classify while planning a trip.
There are seven tips to create infographics for your business.
Make one big point
Use simple combinations of primary colors
Space it out
Choose three quality fonts
Come up with a solid, eye-catching design
Decide on what’s important and what’s not
Make it addictive
Boost your reach – Using Hashtags
Hashtags is a word or expression that interprets the message related to a specific topic by using ( # ) hash sign on different social channels. Nowadays hashtags are a vital element to boost the reach or target the audience all around the world utilizing multiple social channels. It helps people to find informative data and enhance their experience.
Marketers use hashtags to represent their brand reputation, convey a message related to the product and established a warm connection with the clients.
“Hashtags are supposed to be short and concise. Every time you’re writing to them, pay attention to this rule. If they’re too general, you’re likely to be using the wrong words. Effective marketing is always targeted for marketing.” – J.D., Digital Marketing Specialist at Rush My Essay.’
The one thing which is notable for every businessperson that hashtags should be relevant to the product which shows the attribution of the products, simple and easy to interpret by the audience.
Here are some suggestions which help you while adding Hashtags on pretty popular social networkingsites.
Instagram: In order to increase social engagement towards your content or post marketers require to adhering less than 11 hashtags.
Facebook: One of the best sites to boost your marketing reach there you need to add 2 hashtags. One should be branded hashtag, relevant to your product or brand and another must be worth pursuing.
Twitter: If marketers crave to get 2* social engagement towards their product then they need to hold minimum hashtag on Twitter. Twitter has a set of rules and regulations. They restricted the entrepreneur to use minimum hashtags like one or two for each post.
According to Brandon Stanley‘Hashtag Marketing can boost Social Media Effectiveness Up to 40% ‘
There are plenty of tools that help marketers to the hashtags on different social channels. I’d suggest you Hashtagify to use the right tool for monitoring the hashtags and engage with the customers.
It gives you the ability to search any hashtag, explore famous trends and choose the best hashtag for the brand campaign. You can monitor the performance of the hashtags on different social channels and track influencers to produce new ideas.
You can also automate your report to view the market results and share with the people to prove yourself how well you are performing than rivals.
Use marketing tools
These social online marketing tools make convenient for the merchant to run the campaigns on various social channels and track the valuable insight and the performance of the campaign.
In the digital world, marketers can easily examine the target customer’s taste and preference through the social network. In 2019, social media users are expected to reach about 2.5 billion people all around the world every day.
Marketers should stay active on social channels because people retain more with these channels to keep in touch with others and want to know what’s going on around the world. The user follows or interacts with their favorite brand on any social channel because they perceive the content and information campaigns more valuable.
Let me explain to you some fantastic social marketing tools to improve your marketing campaigns.
I hope you have heard about it. ContentStudio is one of the most powerful social media marketing tools for social media marketers, individuals, businesses and digital agencies. It helps them boost their marketing activities by curating content, automating their social campaigns and managing their brands.
It comes up with tremendous features that help marketers in various ways. Using AI technology, ContentStudio brings the most popular content from all over the world and facilitates you to use its smart features and gain more social engagement towards your marketing campaigns on a complete auto-pilot.
Replug is a URL shortener and link tracking platform that also allows you to add eye-catching and branded call-to-actions or retargeting pixels to any page on the web which you can later share on your social network channels to increase your brand awareness and traffic.
With Replug, you can create branded shortened links with your custom domains. You can add a call to action to every link which you shared on various domains and identify the traffic which is generated from domains where you share that link.
Through CTA’s, you can engage your audience towards your site when they are about to leave or capture leads by showing an optimized opt-in form. Now it is effortless for you to create brands and campaigns in a more optimized way.
KEYHOLE gives the ability to understand how your audience feels about your brand or product and rivals product. It helps you to understand the conversation and the sentiment around it. It gives you the chance to don’t miss significant conversion rates.
You can easily understand themes, trends and audiences to better cater to your target market’s requirements. Capture every significant moment of your event and access real-time engagement data to amplify your event reach as it runs.
Save your team hours every week by using Keyhole to aggregate metrics, monitor and analyze your campaigns, and build reports. Find and connect with the most relevant and engaging influencers in your industry.
Portray your appearance as a brand
Brand image is the general impression of the product or service. You have listened more often ‘The first impression is the last impression’. The way you portray your product will create an impression of your business in the sights of the target audience.
According to Jerry McLaughlin, “brand is the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea. Brand building is the deliberate and skillful application of effort to create the desired perception in someone else’s mind.”
Brand images are one of the prominent elements which differentiate your brand identification to others brand.
The brand image represents the mission, vision, unique attribution of the product, and brand voice to the target audience.
In the digital marketing world, there are multiple brand designs that help marketers while building a strong brand foundation.
If the audience feels estimable after inspecting the brand image, then they will automatically turn into your loyal customers and spread the reputation of the brand with others on several social network channels.
The important thing which marketers always keep in mind that the character they used to explain the brand personality in the brand image has a positive perception in front of the audience or people inspired with the entity then there are the chances that the customers can easily interpret the brand message in the right way.
Let’s take an example of Coca-cola who has a massive margin all around the world with a revenue of over $44.29 billion. It is not just a firm but an economy.
Coca Cola is a brand known for happiness, pleasure, and a great experience. It is the ‘original cola’ and has a ‘unique taste’.
Coca-Cola Company has registered as one of the largest marketable brands with 94% of the state acquiring the red and white Coca-Cola brand Logo.
Coca cola’s presence in more than 200 countries and serves to 1.9 billion people on a regular basis. In fact, out of the 55 billion servings of all kinds of beverages drunk each day.
You can survey the marketing history of the Coca-cola, the strategies they were used in early ages and how they got the idea of the bottle and much more.
Proactive is action-oriented behavior, being proactive the marketers instead of waiting for the problem, change, need or things happen in the future they try to seek alternatives solutions or opportunities and give their best to handle it effectively.
The marketers should continually look forward to marketing tactics and actively engaged with the audience using numerous social media channels to make things proceed.
For attaining a market share, the marketer needs to study the trends. It’s is the best way to running in a marketplace instantly. So marketers must spend quality time on different social sources to understand technology advancement.
Spending time on social channels like Facebook, Twitter, Instagram, Youtube, and etc also gives you the strength to understand the audience so you can develop a persona according to the identified target audience.
A proactive enterprise sets the budget first because all digital tactics need an investment consist of the team, executing, implementing, advertising and etc.
Marketers just need to focus on qualitative and quantity distribution. Both are a major aspect of marketing products or services. You can find the analytics against the campaign which you spread on multiple social media channels.
It’s difficult to find the social marketing tool where you can curate niche relevant content, tracking the performance of the campaign and find the analytical of social sites under a single station.
Tackle customers complaints
Every business deal with the complaints of the customer. It is a challenge for the entrepreneur to handle it with patience and professional manner. By ignoring complaints, they quietly leave and get the product from the competitors.
To maximize the ROI, you have to listen to your customers carefully and assure them that you will work on it. Markets need to ask the question to the customers that what they expected about the solution to their problem.
As a successful organizer, you need to put yourself in the customer’s shoes and view the obstacles of the customer in their perspective rather than your own.
Salesperson seeks to employ ‘You statement’, whenever you’re talking to the client it feels them valuable and respectable. If the issues arise then apologize to the customer rather than blaming other staff or departments. Try to avoid giving excuses to the audience in advance.
Analytics is a more refined way to accumulate data related to different marketing trends. It also gives you the direction where marketers need to make improvements to achieve their goals more effectively and grow share in the business.
With the extensive use of social media channels, marketing strategies dramatically evolved to satisfy their customers. Businessmen need a tool to enhance campaign performances and marketing efforts all around the world on multiple social networking channels.
Google Analytics is a platform that helps the entrepreneur to get a profound understanding of your customers. It gives them the ability to understand site and app users to entirely evaluate the performance of your marketing, products, and more.
Marketers can operate with Google’s advertising and locate valuable insight to reach to the target audience. Process and share your data instantly with an easy-to-use interface and shareable reports
“We always overestimate the change that will occur in the next two years and underestimate the changes that will occur in the next ten.” — Bill Gates
These words are taken from Microsoft founder’s book “The Road Ahead,” published in 1996. In his book, he talks about the prevalence of the internet and its impact on the world of computing. We can see the immediate change in the world, such as the popularity of TV, radio, smartphones among the public.
A traditional way of advertisement through which you can grasp the attention of the limited audience is by doing cold calls and investing a large amount of money on them.
With the advancement of technology, the way we communicate with the audience, consume a piece of relevant information, and our marketing tactics; have also evolved. Now, people are more inclined towards the internet of things. They find more ways of utilizing the internet to smartly automate their tasks.
In the Digital Marketing world, the marketers are well-prepared to persuade the audience towards their product or brand and create an inclination that automatically attracts their target audience.
Social media is the most powerful way of acquiring customers and building a firm strategy to hold a concrete position for your product in the market.
Through the Internet, you can easily target a wider audience and address them without leaving your seat.
Here, we have some guidelines which could help you evolve your marketing strategy with the passage of time.
Educate your Audience
Billions of people engage with several social media channels to get aware of the latest fashions, find the trending content on different websites and share it on their social media channels.
They acknowledge the content that has factual grounds which also holds value for them. In order to produce content that is actually useful for your audience, observe the level of information they require.
You can share the product-related information to give a direction to your audience to choose the right product for themselves. To attract the audience towards your product you need to build up a sense of urgency among your audience. Align your company’s goal with your audience’s needs and make them focus on how to best utilize your product.
Visual marketing has a vibrant impression in the market. Statistics tell us that the human brain forms the first impression in under 50 milliseconds. Visual images are naturally self-explanatory and hold the capability to make a constructive first impression.
Use different images, infographics, and graphical tutorials through which you can educate your audience in an effective way. This will help your audience absorb your special features and establish a better understanding of your product.
As we all have an idea about cold and warm audiences. The most essential thing to consider when taking a pace into the market is to strategically target the right kind of audience.
Your content doesn’t matter to the cold audience; but on the other hand, the warm audience takes interest in what you’re providing them. So, in simple words, you have to find the audience and try hard to promote your message among them.
Before writing a message, think about the fundamental element that could sell your product. To attract your target audience towards your idea, you need to convey a message that addresses their pain-points. Your message should be simple, concise and laser-focused. If your message fails to hit the right strings, people will avoid the messages which are sent to them; until they receive an immediate value.
Social Media advertisement is the best way to enhance your customer engagement, generate more leads and traffic which resultantly would raise your conversion rate.
Market Research gives a wholesome picture of the market which is very helpful for marketers to identify all the prospects of the marketplace. It could be about the obstacles the customers face, your rival’s product position, or the paths you have to choose to introduce your product to the market.
You can also analyze the audience’s behavior towards your competitor’s product which gives you the idea about the necessary things you have to take care of while entering the market.
After Market research, marketers can interpret their product’s position. They are able to narrow down the target audience.
To put it briefly, there are two main ways to research the market.
Primary Research: The data is collected firsthand through conducting interviews, questionnaires, phone calls, online surveys.
Secondary Research: You can gather data that is already published on websites by someone. It includes market statistics and reports.
There is a 5 step guide to help you do market research and accomplish an in-depth place for your product. Let me summarize these points for you.
Define Your Buyer Persona
Engage Your Target Audience
Prepare Your Research Questions
List Your Primary Competitors
Summarize Your Findings
Empathy is the ability to “Walk a mile in someone else’s shoes”. It’s a characteristic that should be practiced by businesses to retain their loyal customers.
For a better relationship with your customers, you should take care of your customer’s emotions, preferences, and values. You must be concerned with the customer’s priorities and try to create customer-friendly content.
If the customers feel valuable then they will automatically be attracted to your product and become your advocates. It helps you to promote your product through the word of mouth.
The customer taste, preferences change over time. If your product is not demanded by the audience then the purpose of your existence fails.
An important for marketers to remember while writing content is that they should be able to define their purpose of existence.
Give your brand a unique voice by assigning an identity.
The Logo is an element that is essential and gives an idea related to the product to the customers. If you have not added the logo in content then it is hard for the viewer to relate your content with your brand.
Brand voice enables the companies to keep clarity between the product and the customers whom they are targeting. It also helps customers while interacting and purchasing the product.
So, while writing content, it is mandatory to explain the personality of your brand, the purpose of your existence and illustrate the specification and features of your product.
Nevertheless, you must not exaggerate or overdraw the picture for your audience. That will merely raise their expectations from your product and deceive them.
“Trying to fake your voice is like putting lipstick on a pig.”
Your brand should provide value in real terms rather than fake-furnishing the product to the target audience. That’s an unhealthy practice that results in a bad imprint on your credibility.
The customer’s loyalty depends on the customer’s satisfaction which the marketers fulfill by providing the product.
When companies bring innovative products in the market over time and engage with customers with new concepts. Then the customers feel valued and more inclined towards the services you provide them.
Once your actual customers become your promoters then they will be able to help you gain loyal customers.
About the Author
Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.
Every link you share on social media is an opportunity to advertise your business. How? Customized short links are a great way to promote your business.
Before we dig deep into how you can effectively use this marketing tactic, first we must get familiarised with some basic concept surrounding branded shortened links
What is URL shortening
URL shortening is a technique in which a Uniform Resource Locator (URL) is made substantially shortened but still directs to the same page. This is accomplished using a redirect which links to the webpage that has a long URL.
As the number of domains on the world wide web grew leaps and bounds, URLs became more and more complex. The problem reached a point where it was impossible to remember, type and share URLs due to their complexity.
This is where URL shorteners come in handy. They shrink the number of characters in the URL to make it easier to share the link online, whether it’s via email, social media, or downloadable PDF.
Difference between simple and branded link shortening
Branded links are URLs which after being shortened bear the name of a person, company or brand. As the name suggests, they are built to induce branding in the shortened link. As a result, these links boost awareness and recognition.
Each day we share posts, recommend videos to our peers and comment on blogs. Each time we do this, unless we use a branded domain to tell others about this content, we miss out on a massive marketing and branding opportunity?
You share posts you’ve found helpful. Recommend videos that made you laugh. Comment on presentations and other content too and occasionally even slag some authors (only if they deserved it, of course).
But did you know that unless you use a branded domain to tell others about this content, you’re missing out on a massive marketing and branding opportunity?
Why branded links are better than generic short links?
Branded links took the internet by storm and companies got a great marketing hack to exploit. There are a number of factors why branded links are very popular amongst digital marketers.
For starters branded links are very easy memorable and even more so pronounceable. The fact that it utilizes your brand name and can be easily read and remembered by others has a great impact while making a mark on the internet.
The other great thing about branded shortened links is that they increase brand recognition. Sharing engaging and relevant content with your branded domain associated with it will increase visibility and improve recognition.
A branded link instills trust which in turn increases your CTR. By being willing to share your brand name with your link it offers a guarantee that you are leading them to the destination suggested in your link.
Last but not the least branded links have an inherent reporting mechanism. You can track which piece of content is performing well and gain more insight as to which type of content you need to produce. Along with that, you can evaluate ideal publishing times and performance benchmarks of real estate industry peers.
Protection against Spammers
Generic shortened URLs are susceptible to cyber attacks. They do not provide the same level of security against hackers as their branded counterparts. Hackers can scam shortened link same way they break short passwords, through brute force.
This means that web pages could become accessible by people you didn’t intend to view them. One line of defense against these attacks is having a custom domain name for your URL. This makes the URL trustworthy and on the plus side most social scheduling tools e.g. ContentStudio, allows you to use your own branded URL by connecting it to one of the custom URL shorteners that support them.
Effect of Link shorteners on SEO
A shortcoming of these type of links is that the destination link is hidden. This gives spammers an opportunity to insert harmful links. As a result, visitors end up on undesired websites.
This causes a lot of problems and relays a bad name for link shorteners. Also, If you are setting up a chain of 301 redirects, which can happen for very reasonable reasons, you might face a few issues in terms of indexing
This practice causes a problem because it gives a bad reputation to shortened links as people who have already experienced spamming will never trust one again. Social networking websites usually put a ‘NoFollow’ tag in the links. This is done as a safety precaution.
This does not apply to link shorteners as they short-circuit the whole process. Indeed, these type of links will be then followed back by search engines which entails that some value will eventually pass through them. This proves to be a huge bonus for people who use social media as part of their marketing campaigns or who just use them to share content.
According to several ranking specialists, it seems that using URL shorteners doesn’t lead to any negative impact on your SEO. As a matter of fact, shortened URLs are considered by search engines as any regular 301 redirects and they will thus act upon it.
Top link shortening tools available
There are a lot of link shortening tools available in the market today. We have shortlisted 10 which present the best value for money.
Replug is a URL shortener and link tracking platform that also allows you to add eye-catching and branded call-to-actions or retargeting pixels to any page on the web. With Replug you can shorten links, track and optimize them with catchy call-to-actions.
It also provides the ability to add retargeting pixels paired with branded links and powerful analytics.
It is used to share ads and market them on a custom domain name directly from your Mac storage.No need to write long emails anymore. With Dropler you can show complicated, processes using screencasts and transfer files with a customized short link
Share links, images, files and more with this powerful menubar app for your Mac. It is an easy-to-use screen recorder that brings video, webcam, screenshot annotation, and GIF creation securely to the cloud.
Ity allows you to create your own branded short links on your domain. You can easily manage links and view click statistics. If you need short links for different websites, you can manage many domains in your account. It provides an API for developers and Google Chrome extension for a better experience.
T2M can be used as a URL shortener with Twitter, Facebook URL Shortener, YouTube URL Shortener. You will get a powerful dashboard which will make your work easier.
How to create branded shorten links with Replug
Using replug is as simple as branded URL shorteners can be. Login to your Replug account or sign up if you do not already have one.
The first thing you need to do is to create a brand. What is a brand you may ask? A brand is a unique identity for your call-to-actions widget. To put it in more simple words, let’s say you have 5 websites, they are 5 unique identities for you, and these 5 unique identities are considered to be brand in Replug.
You can put in your website logo or your profile picture as a brand to convey your message
Follow the below steps to create a branded URL.
Navigate to Brands page
Click on create a new brand and fill in the necessary information e.g. company product name and upload image.
Save your information and navigate to “New Link” on the homepage
Select your campaign and enter the link to an article where you want to add CTA.
You also have the option to add the tags which can be used for reporting later on. Click on save link
Now go ahead and share this optimized Replug link with your audience on social, email, web or any other channel you want.
Notice that besides the shortened link generated is an edit button. You can use this option to change the ending part of your URL. This allows you to further customize your URL, and add meaningful phrases to conjoin brand with a message.
One suggestion is to choose these words/ phrases very carefully to be in sync with the message being replayed in the content. This helps users to better relate to both your brand and the content in question.
Branded shortened links are a great way to promote your brand. They can also be converted to eye-catching CTA’s to help improve conversion rates. Similarly, they can be tracked to evaluate the performance of your ads as well as the content you share.
By using branded links in the content we share you can effectively imply remarketing in your content marketing strategy. If you know other health benefits of using branded leaves, please leave a comment.
About the Author
Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.
Retargeting is a marketing strategy used for selling your products or services while focusing on a very definitive consumer base. It is observed that only 2% of people are inspired to buy your product on the first go, the rest of the 98% audience could be converted via retargeting. The approach is to attract the users who have visited your website but haven’t explored or bought your product yet. Fortunately, with the evolution of brand marketing, this can easily be done with the help of a ‘Retargeting Pixel’. Retargeting pixel is just a snippet of code which when added to your website, drives traffic towards you by promoting your brand on social media platforms. The beauty of this technology is that it only brings tailored audiences; people who are familiar with your product but chose not to perform any operations during their first visit.
So, basically, it assists the users in making a decision by highlighting your key features to them, all in a very convenient way.
How do Retargeting Pixels work in RePlug?
Replug can configure Retargeting pixels of social media platforms for your businesses in very simple and easy steps. A step by step demonstration has been given below
Log into your RePlug account and create a Brand which you wish to advertise. Add the name of your business and your company’s official website. This can be done by clicking on the + New Brand button as shown in the image below
The next step is to create a Campaign. This campaign will help you choose the advertisement strategies for your business. You can choose multiple options of your choice. The steps to be followed are to Select your Brand, Enter your Campaign Name and Select Campaign Type; here you can select Retargeting Pixels. Just as explained in the images below
Create a new campaign by clicking on the + New Campaign button.
Select your brand among all your listed brands in RePlug.
Type in your Campaign Name and select Retargeting Pixel as your Campaign Type and click Next.
In this step, you are required to add your retargeting code. Select the Social Network where you want to run your campaign. Type your script name and your pixel ID and add your script. You can check the option Redirect to original website so that the user may be redirected to the original website in case if he/she enters an invalid URL.
Your script added in the previous step is selected automatically now. You can create as many scripts as you want for different platforms and save your campaign.
What value does Replug add?
Replug makes it very easy for you to create as many campaigns as you want in a minimal amount of time. You can select all kinds of social platforms by adding your own custom Networks. All you have to do is add a retargeting script and you’re good to go. You can also track the traffic brought in by this campaign in the Analyticssection and monitor all your campaigns.
In the next article, we’ll discuss how we can exploit different social media platforms to create efficient campaigns.
About the Author
Fatima, a technical writer and a working professional, incorporates with businesses related to software development and training management, her blogs facilitate people to attain a complete picture of the platform she writes for.
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