We are big believers in using onsite content as a tool to drive traffic to your website. Sure you want to sell them products or services, but sometimes you need to court them with something of value before you sell to them. You must have different “fishing poles” in the water when trying to corral new (or repeat for that matter) customers online.
Sometimes content can even work as the closer of business, rather than the driver of new traffic. We employ retargeting both on the web and on Facebook to bring back visitors, and getting really specific with the content can be the difference maker. Below you can see a little snapshot from a random 3 day period, that showcases just some of the retargeting experimentation we did for one of our clients.
We saw that users were coming to the website and looking at their ‘Juice Cleanse Product’ and were staying awhile, but not purchasing. We inferred that they were interested, but perhaps the price point and the fact that it was online were deterrents to making an immediate purchase. So we immediately published a blog titled “Why Do A Juice Cleanse” and then ran an Ad with the creative to the left, that targeted visitors to the Juice Cleanse page in the past 7 days, but did not purchase.
The results, (highlighted in yellow) were fantastic. On this specific strategy, we spent $14.40 and generated $1,768 in revenue. That is some “juicy” ROI (see what we did there)! Bottom line – you need to be creating content, looking at your Google Analytics (religiously), employing Facebook Ads and experimenting constantly. Get in the game, and don’t leave money on the table!