Why Did They Leave?
There are a lot of reasons people might visit your website and leave, never to return.
Maybe they were looking for something else. Maybe the dog reminded them it was time for a walk. Maybe they remembered they had left bacon cooking on the stove, went downstairs to retrieve it, and found the meat so charred and unforgiving that they completely forgot to go back to what they were doing. Burned bacon is distracting to say the least.
Perhaps those website visitors decided the answer was not today.
They might have settled on a no.
We hear all the time about how many touch points it takes to win over a customer. I read it can take as many as 13 touch points. “Thirteen touch points” makes a good case for adding techniques, like remarketing, to your digital strategy.
Your Secret(ish) Weapon: Remarketing
Remarketing (also known as behavioral retargeting) is the term used for a type of advertising that allows for anyone with a large enough amount of web traffic (or mobile app) to “follow” website visitors once the visitors have left the site and pay to show up online as ads in other websites or in social media channel advertisements based on the rules set up for that ad set and campaign.
The idea is to encourage the people who bounced off the site to come back. I’m surprised at how often I come across associations who don’t experiment with this tactic because it can be powerful.
A technique like remarketing is especially effective when focused on appearing to people who showed some advanced level of intent in their online behavior, such as clicking on pages related to a conversion (such as when they considered information on the meeting registration page or product details for a fancy parka on sale). An abandoned shopping cart might set off a traditional drip campaign (“Hey you forgot something”) and trigger remarketing efforts with ads featuring a related item appearing to the visitor who left the cart as they surf the web. Maybe they want to buy that parka, after all.
The key is to provide relevance and value to someone who has given some indication through their online behavior on your site that they have an interest in whatever it is you are trying to sell: memberships, meetings, products, …you name it.
What about turning those people off completely? Should you really follow people around with your content as they continue to browse the web? When does it make sense to hyper-personalize your messaging? We don’t want them to hate us. How much is too much?
Think Beyond Kardashian: Influencer Marketing
In addition to remarketing efforts, which when done too aggressively can annoy or even spook some people when it seems a little too “Big Brother”-ish, influencer marketing can also be incredibly effective at bringing people back to a website and making a buying decision.
Influencer marketing engages your audience with a trusted human who has a committed audience and who serves as a source for information in their community. Industry thought leaders who blog, well-liked homegrown experts, and digital celebrities fall into this category.
There are all kinds of ways to organize the different types of influencers, but a good place to start is breaking each one down by numbers of followers or fans. Mega (1 Million+), Macro (10k-1 Million), and Micro (500-10k) influencers all have three components that make them good at moving the needle: reach, relevance, and resonance.
It is the micro-influencer who holds the most power in the influencer marketing game. It turns out that micro-influencers can engage or persuade others to act/buy/try/share at a rate of 25% and greater. The power of their personal relationships, authenticity and integrity in their topic area, and dedication to their audience allows for a greater return. Essentially, people trust them more.
So what does that mean? Am I advising you to evilly use your Google Analytics and AdWords data so you can virtually haunt your website visitors and then manipulate trusted digital darlings in your industry to bring those visitors back to your website and sell, sell, sell?
No. No I am not. Please do not do that.
But if you care about bringing people back and if you know you have something valuable to offer these visitors that they should to see, invest in remarketing and explore influencer campaigns. These tactics are much more successful than even the most creative social media campaign that is lacking insight into the entire customer journey to back it up. Better to have an informed approach to all of it.
If they come back to your website, are you ready?