What if I told you that there was a way to ensure that your adverts were seen by people who were certain to be interested in your services or that there was a specialist publication read by every member of the demographic you target? I think it’s safe to say you’d want to be leveraging such resources. The good news is, this isn’t some pipe dream, thanks to the internet and the data industry it’s entirely possible.
Yes, by utilising these three data-driven marketing techniques, you can significantly increase your visibility and reach more of the people and businesses looking for the goods and services you’re offering:
Paid Search Marketing
When you need a service or want to buy a product, we bet that a search engine like Google or Bing is your first port of call – and rightfully so. These fantastic tools can be used to find literally thousands of businesses in little more than a few minutes, after all. By using pay-per-click advertising, you can ensure that your website appears at the top of the results when users enter the kind of search term that indicates they’re looking for a business like yours.
Now, search engine optimisation yields similar results, of course, and we’d strongly recommend you utilise this too. The key difference here is that SEO – when done properly – takes time, whereas a pay-per-click campaign can be setup in just a few hours. It will need to be monitored and optimised regularly but, if you run a well-thought-out SEO strategy alongside it, you’ll go a long way towards leveraging the tremendous power of search engine marketing.
Social Media Advertising
People that use platforms such as Facebook, Twitter and Instagram provide these sites with huge amounts of data which they, in turn, allow businesses to use in order to create highly-targeted advertising campaigns.
What’s particularly impressive is the way these sites allow advertisers to not only target users via standard demographics such as age, gender etc. but also more diverse options such as their level of education, job title or even profiles compiled by credit providers. Historically, such groups could be targeted by advertising on niche websites or in magazines that catered to their interests, but social media advertising is infinitely more precise and a lot more affordable.
Most impressive of all, though, is the way the algorithms utilised by these platforms are able to analyse how people use and interact with them in order to determine their likes and interests and advertisers are able to use this information in order to target users and create incredibly powerful campaigns.
Recycling Traffic
The principal of recycling your website traffic is straightforward but it’s also incredibly effective: you use pixels and cookies to display adverts to users who have visited your website but didn’t take any meaningful action. Depending on how they interacted with your website, you can also tailor your adverts in order to increase the likelihood of a conversion.
If, for example, a user placed items in their basket then left your site before completing their purchase, you can serve them an advert offering them a discount code. If they exited your site whilst looking at a certain product, you can show them an advert highlighting similar items you have to offer. Basically, a well-designed and robust remarketing campaign can effectively transform lost traffic into revenue.
Author bio:
Jay Williams works for Fields Data Recovery, one of the leading providers of data recovery services in the UK.