The Post-Interest Strategy: Making the Most of Your Marketing Budget
Generating impressive numbers such as 50 million impressions and 1 million clicks is awesome. It's something that can put a pep in your step and make you pat yourself on the back. However, what happens to those that don't convert on the page? Most of your traffic coming through ads will not convert immediately and that's when we have to look at the concept of "Post-Interest Strategy." In this blog, we'll explore how to make the most of your marketing budget by effectively engaging and nurturing the users who aren't converting right away.
Some Example Data Points:
To illustrate this strategy, let's consider a hypothetical scenario:
- Marketing Spend: $50,000
- Impressions: 50 million
- Click-Through Rate (CTR): 2%
- Total Clicks: 1 million
- Conversion Rate: 1.8%
- Converted Users: 18,000
The idea behind all of this is what has happened to the 982,000 who clicked through on the ad but didn't convert on site?!
Now, let's delve into the Post-Interest Strategy:
Segment Your Audience:
Start by segmenting your audience based on their interactions with your website. In our example, you have 18,000 converted users. Create segments for visitors who:
- Abandoned their carts.
- Bounced from the landing page.
- Engaged with your content but didn't convert.
- Spent time on specific product pages.
This segmentation will help you tailor your messaging and approach.
Leverage the power of remarketing. Use platforms like Google Ads and Facebook to retarget users who visited your site but didn't convert. Show them tailored ads that remind them of the products or services they viewed.
Why: The average click-through rate for retargeted ads is often significantly higher than for regular display ads.
Customize your content to match the interests and behaviors of your segmented audience. For example, if someone abandoned their cart, send them a reminder email with the items they left behind and perhaps offer a discount.
Why: Personalized emails have an average open rate of 18.8%, compared to non-personalized emails at 13.1%.
Educate and Inform:
Create valuable content like blog posts, how-to guides, or video tutorials related to your products or services. Share these with your segmented audience to nurture their interest. Provide them with the information they need to make an informed decision.
Why: Content marketing costs 62% less than traditional marketing and generates about three times as many leads.
Continuously optimize your ad campaigns, landing pages, and content. Use A/B testing to understand what resonates most with your audience and refine your strategies accordingly.
Why: A/B testing can increase conversion rates by 49%, on average.
Collect email addresses from your website visitors, and use them for email marketing campaigns. Send relevant content and promotions to keep users engaged.
Why: Email marketing has an impressive ROI of $42 for every $1 spent.
Long-term Relationship Building:
Remember that not all potential customers are ready to make a purchase right away. Invest in building long-term relationships with your audience by maintaining consistent communication and offering added value.
Why: It is five times more expensive to acquire a new customer than to retain an existing one.
The Post-Interest Strategy is a powerful approach to make the most of your marketing budget. By focusing on nurturing and engaging the users who don't convert immediately, you can build long-lasting relationships, increase brand loyalty, and ultimately boost your conversion rates. In our example, out of 50 million impressions, 18,000 converted, but with an effective post-interest strategy, you can turn many more of those initial clicks into satisfied customers. It's not just about the immediate conversion; it's about the long-term value of your marketing efforts.
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