How Content Remarketing Works to Boost Engagement, Leads and Sales
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Done right, content marketing has huge potential to build your brand and your business. But most content marketing fails because even the best content doesn't convert to leads directly. So how does it work? In this webinar, Larry Kim of WordStream and Rand Fishkin of Moz reveal the secrets to producing and marketing GREAT content. You'll learn: -How to make an awesome impression with awesome content -How to use unpaid and paid promotion (like remarketing) to bring visitors back to your site -How to create an optimized conversion funnel to close those leads! For more information on WordStream, visit www.wordstream.com.
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How Content Remarketing Works to Boost Engagement, Leads and Sales
- 1. How Content Marketing Really Works: From Top of Funnel to Closed Lead Brought to you by: www.wordstream.com/learn #contentremarketing
- 2. www.wordstream.com/learn Want to get smart in paid search? #contentremarketing
- 3. Today’s Presenters Larry Kim Founder & CTO, WordStream @LarryKim Rand Fishkin Founder, Moz @RandFish #contentremarketing
- 17. Check out Quicksprout’s Guide to Content Syndication Networks #contentremarketing
- 18. Triple the Sales and Leads from your Content Marketing Efforts! Content Remarketing! #contentremarketing
- 20. 750k Monthly Visitors / Month, Growing +8% per month Content Marketing Success? #contentremarketing
- 21. SUCCESS?
- 22. Problem #1: Low Visitor Engagement #contentremarketing
- 23. Problem #2: Most Content Did Poorly •5% of Content = 56% of Page views •Half of Content < 500 Page views #contentremarketing
- 24. Problem #3: Low Conversion Rates Key Challenge: Avg. conversion rate from blog content viewer to converted lead was low single digits. Traffic Generation Activities Customer Signup Offer Sign Up #contentremarketing
- 25. So, Actual Situation More Like …
- 26. Problem #4: Low Brand Recall #contentremarketing
- 27. How does CONTENTREMARKETINGreally work? #contentremarketing
- 29. How to make STEP 2 (Promotion) & Step 3 (Sales) happen with greater magnitude & frequency ? #contentremarketing
- 30. Content Marketing + Remarketing = Content Remarketing
- 31. Introducing Content Remarketing •Amplify/promote your content to the right people •Dramatically accelerate & increase brand recall •Generate Sales and Qualified leads #contentremarketing
- 32. How Content Remarketing Works CREATEProduce content& share on social AMPLIFYSelectively promote top content on social media TAGBuild remarketing audience by tagging site visitors with a cookie #contentremarketing
- 33. ADVERTISE Target your audience with display & social ads promoting offers FILTERApplybehavioral and demographic filters on audience CONVERTCapture qualified leads or sale #contentremarketing
- 34. Content Remarketing… Where Content Remarketing Fits in the Inbound Marketing Funnel Lead Capture / Nurturing Social Media Promotion Blogging /Content Creation Relies on having great content Dramatically amplifies social visibility Makes this happen faster and more often #contentremarketing
- 35. Where Content Remarketing Fits In SEO & Content Marketing PPCMarketing Social MediaMarketing Content Remarketing! Content Remarketing is on the Intersection of Social, Content and PPC Marketing. #contentremarketing
- 36. Lets Review Some Key Steps in Detail.
- 37. Paid Content Amplification on Social Media
- 38. Facebook Organic Reach Stinks #contentremarketing
- 39. But Don’t Delete Your Account Yet! #contentremarketing
- 40. How does stuff go “Viral”?
- 41. Article Published On Friday at 5PM EST #contentremarketing
- 42. Shared Content on my Social Media #contentremarketing
- 43. Picked Up in Marketing Land 2 Hours Later… #contentremarketing
- 45. Key Takeaway: You Need Interesting Content + Influential People Finding Your Stuff
- 46. People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too. #contentremarketing
- 47. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStreamArticles # of Social Shares #contentremarketing
- 48. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStreamArticles # of Social Shares #contentremarketing
- 49. How To Target Super Connectors on Social Media?
- 50. Targeting Super-Connectors on Facebook #contentremarketing
- 51. Targeting Super-Connectors on Twitter #contentremarketing
- 52. Not All Your Content is Interesting to Super-Connectors
- 53. Probably Won’t End Up in The Wall St. Journal… #contentremarketing
- 54. Paid Social Promotion to Regular Fans Makes All of Your Content Do Better. WordStreamArticles # of Social Shares #contentremarketing
- 55. How To Target Fans (Regular People) on Social Media?
- 56. Targeting Fans on Facebook: Should I Boost Posts? #contentremarketing
- 57. “Boost Post on Facebook”: IT’S A TRAP!
- 58. #contentremarketing Boost Post is Too Untargeted
- 59. Target Using Remarketing #contentremarketing
- 60. Target Fans With Post Engagement Ads #contentremarketing
- 61. Targeting Fans on Twitter #contentremarketing
- 62. Targeting Fans on Google+ Using +Post Ads and Retargeting #contentremarketing
- 63. After Before The Flywheel Effect of Social Promotion #contentremarketing
- 64. Summary: The Key Audiences to Promote Content To… 1.Super-Connectors: Promote content to highly influential (authors, journalists, influential folks in your space, etc.) 2.Fans (Regular People): Target fans (existing followers) and use remarketing #contentremarketing
- 65. Converting Blog Traffic To Leads With Remarketing
- 66. #contentremarketing Google Display Network is Everywhere
- 67. #contentremarketing Massive Reach on Google Display Network*
- 68. Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories! #contentremarketing Remarketing Audience Definition
- 69. Conversion Rates Increase With More Ad Impressions #contentremarketing Conversion Rates Double Over Time
- 70. •Set Membership Duration: 3x Avg. Sale Cycle •Set Impression Caps to Unlimited! •Run Multiple Ads Per Campaign! #contentremarketing Be Bold! Get Tons of Ad Impressions
- 71. Higher CTR = Lower CPC Every 0.1% Increase/Decrease in CTR = +/-20% CPC #contentremarketing Quality Score on Google Display Network
- 72. 1.Get HIGH CTRs not Low CTRs 2.You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less) #contentremarketing The High CTR Game for Content Remarketing
- 73. Ad Quality on Google Display Network is Terrible 67.5% of “Display Ads” are actually Text Ads posing as Image Ads #contentremarketing
- 74. Image Ads Do Better Than Faux Image Ads (Text as Image) Ad Format on Google Display Network ClickThrough Rate Text ads 0.23% Image ads 0.31% #contentremarketing
- 75. GoogleDisplay Network Ad Format CPC (USD) Text $2.31 Custom Image $0.48 Huge 381% tax on Text vs. True Image Ads #contentremarketing
- 76. Push Display Ads Back To Your “Hard” Offers #contentremarketing
- 77. Tip: Do a Conversion Path Analysis •Define audience segments using the pages that most often lead to a conversion event #contentremarketing
- 78. Push Display Ads Back To Your Content #contentremarketing
- 79. Identify and Promote These Like Crazy Not All Content is Equal: Only Promote Your Best Stuff #contentremarketing
- 80. These Emotions Make People Click on Things #contentremarketing
- 81. Great Display Ads Look More Like Content #contentremarketing
- 82. 14 Ad Formats on Google Display Network •Vertical rectangle: 240 x 400 •Mobile leaderboard: 320 x 50 •Banner: 468 x 60 •Leaderboard: 728 x 90 •Square: 250 x 250 •Small square: 200 x 200 •Large rectangle: 336 x 280 •Inline rectangle: 300 x 250 •Skyscraper: 120 x 600 •Wide skyscraper: 160 x 600 •Half-page: 300 x 600 •Etc. #contentremarketing
- 83. Diversify Ad Formats To Maximize Impression Share #contentremarketing
- 84. These Display Ad Formats Get The Most Impressions Ad Format Share of Impressions Leader board (728 x 90) 25.5% Inline rectangle (300 x 250) 25.1% Banner (468 x 60) 12.0% Wide skyscraper (160 x 600) 10.1% Large Rectangle (336 x 280) 8.6% Mobile leaderboard (320 x 50) 7.4% Half-page (300 x 600) 4.3% Square (250 x 250) 2.8% #contentremarketing
- 85. Key Tip! Apply Demographic and Behavioral Filters •Overlay User Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc. #contentremarketing
- 87. Huge Increase in Repeat Visitors Repeat Visitors Increased by 50%! #contentremarketing
- 88. Huge Increases in Time on Site #contentremarketing
- 89. Massive Increase in Brand Awareness (Direct Traffic) #contentremarketing
- 90. Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys
- 91. Key Takeaways #contentremarketing •Content Remarketing Greatly AMPLIFIES Content Marketing •Remarketing = Commercial Intent via Audience + Demographics = WIN •Huge Impact on Content Engagementand Brand Recall
- 93. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages #contentremarketing