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I’m going to share with you three marketing tactics that you (yes, I mean you — the small business owner, the CEO of a larger enterprise AND the entrepreneur who’s about to start their next venture) can easily implement at low cost and within a quick time frame.
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Retargeting — also known as remarketing — is a simple concept that offers a big return. Essentially, retargeting follows users after they leave your site with a trail of banner ads. One of the biggest benefits to retargeting is the ability to convert visitors to users after they have “bounced” off your site. This will, of course, ideally lower your bounce rate over time AND increase your overall users.Does retargeting really work? Just ask Netshoes. The largest online retailer of athletic equipment implemented retargeting in 2011 and saw a 30 percent boost in revenue.
Two easy ways to begin retargeting visitors to your site is through Google Ads and Facebook Ads. A few things to keep in mind are:
• Show different advertisements at different times. You don’t want the same people seeing the same ad over and over again.
• The same person should not see your add more than twice a day, so schedule them out well.
• Ensure you have a beautiful landing page for people to go to if they click on your ad.
We all get too many newsletters, and it’s more than likely that you don’t care for most of them that find their way into our inboxes. However, those that generally strike people’s fancy are the newsletters that provide actual value.
With that being said, start that value from the very beginning, when you’re encouraging people to sign up for your newsletters. For example, if you’re selling a product or service, potential promotions and unique exclusive sales that compliment that content gives you the perfect reason to encourage users to sign up to receive them. Plus, it gives you content for your newsletters!
A perfect example of this would be J. Crew Factory. Upon landing on their website, users are greeted with a pleasant pop-up promising 15 percent off your first purchase, as well as additional deals every week. They show their newsletter’s benefits upfront. If that’s not an incentive for a shopper to sign up, I’m not sure what is!
While Google Ads and email marketing are important pieces of the pie, there are also several other ways to drive traffic at an incredibly low cost per click.
Firstly, take the time to create social media profiles and post on them regularly. You can drive traffic from platforms such as Facebook and Twitter for pennies on the dollar, particularly compared to Google. Plus, take stock of other platforms that are out there, and don’t just stick with the tried and true trifecta of Facebook, Twitter, Instagram. StumbleUpon can drive hundreds of users to your website by simply submitting a link. Reddit and Quora are also strong contenders for discovering new users.
On your website, ensure you optimize each page with a Call To Action, title tags, H2’s and H3’s. A strong example of this is DesignRush. Their articles include several calls to action throughout. Plus, they feature sharing buttons and social media login capabilities, ensuring users can consume and spread the content quickly and easily.
Starting a business is hard. Investing in marketing and spreading the word about your new business is even harder. However, there are easy tools and resources that anyone can use to ensure constant growth until you build up a large marketing team with a heftier budget or enlist a digital agency.
Perhaps you’ll be like Warby Parker, and invest in storytelling and social media engagement to boost your awareness. Maybe you’ll lower your cost-per-click by 45 percent with the help of Facebook Ads, such as the car company Dacia. Whatever your tactic (or tactics…) take the time to formulate your strategy, and you’re sure to see strong results.
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This article was first published by Gabriel Shaoolian on Forbes
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