Retargeting Guide: How to Create Content for More Leads and Sales

Retargeting Guide: How to Create Content for More Leads and Sales

Getting traffic to your website can be a difficult game. It requires trial and error, good SEO, and lots of research. Unfortunately, converting those visitors into buyers and leads may be even harder.

Why? It’s because acquiring and increasing traffic is an “algorithmic process.” You target your market based on keywords and metrics given by search engines. Then, you work towards getting the highest positions on Google’s results and maximising the click throughs.
But when it comes to acquiring leads, you need to move away from algorithms, and more towards a “human process.”

How to convert your traffic?

Getting leads requires excellent and creative content. The content should speak to your readers’ needs, eventually convincing them into buying, hiring, using your service or simply booking an appointment or trial. Your content should also make your buyers become long-term customers or fans.

Therefore, you need to master the ability to write articles and make great ads that get you leads. These are four tips by designing and structuring content that retargets your traffic. Follow them to enjoy higher conversion rates!

An overview
Below, we won’t just discuss strategies for getting quick sales. We’ll also focus on retargeting to get you long-term followers. Thus, your end goal should be on getting:

  • Email subscribers.
  • Social media followers (FB and Instagram).
  • Long-term conversions.

Tip #1 – Understand what retargeting is

When retargeting, you’re not sending emails or writing articles to promote discounts and limited offers. Instead, you’re looking at analytics. You’re studying the actions of your visitors, while identifying their consumption patterns. From there, you can design content that fits their preferences.

Retargeting requires a laser-sharp focus. You can’t retarget every visitor to your website. You cannot design marketing content that caters to every consumption habit. After all, some readers might have a pattern of popping in for updates. Others might focus on specific sub-niches in your posts. Others might be random.

You need to find the most obvious patterns in your readers’ habits. From there, use them to design content that speaks to those patterns. You’ll get more click throughs, which are more likely to convert to sales.

Here’s an example:

Let’s say you run a fitness blog. You’ve noticed that many of your visitors tend to read “weight loss guides” more than workout tips. Plus, you may have noticed lower bounce rates on specific articles. For example, articles that are inspirational personal stories might get more reads than articles on diet plans. You can use that information to retarget by designing content that caters to those seeking weight loss motivation. From there, you can use that content to coax readers into becoming customers.

Tip #2 – Research and plan content structure

You can’t write content at random. You need to choose topics that suit the patterns you’ve discovered. After that, focus even deeper. Find the most niche topics that your traffic enjoys and dedicate time to writing such content. Basically, focus on topics relevant to your readers – instead of what’s relevant to your services. Below are some guides on how to create the right content.

What’s your content goal?
Your content should eventually lead to subscribers or a purchase. Remember, when retargeting, you’re not aiming for new traffic. You’re simply inviting older traffic or previous visitors to commit. You’re targeting those who are hesitant, but still interested. And this means your content needs clarity, simplicity, and power.

What is the content process?
To give you a basic idea, your content needs the following:

  • Enticing headline and introduction
  • Useful and Relevant information
  • Lead magnet

How to write a great headline?

Your headline must be clear and provide a promise or answer their nagging question. Also, make sure that the headline is accurate. It should truly reflect the article’s content, instead of misleading readers.

How to write your content?

The key here is to show off your expertise while letting readers benefit from it. You’ll need to simplify information and structure it for easy understanding. This means respecting your reader’s attention span and avoiding fluff content.

Also, add as many facts as possible. Insert statistics and numbers to back up what you have written, while giving you credibility as facts make you more trustworthy to a retargeted audience.

What about the content’s SEO?
Remember: retargeting focuses on existing visitors or readers, not first-time visitors. SEO helps you get new traffic, so we don’t recommend tactics that are keyword oriented.
This means you shouldn’t stuff your article with keywords. Nor should you obsess over keyword densities. Now, that doesn’t mean abandoning SEO. But when writing to retarget, quality is far more important. You can mildly optimise your article, but not in a way that interferes with content flow.

Tip #3 – Design your lead magnets

A lead magnet is an incentive you offer to your traffic or visitors to commit to something. Examples of lead magnets include special offers, discounts, and free products. Lead magnets come in many shapes and forms. They can be a free e-book or a well-designed ad. Whatever it is, the design is up to you – so long as you stay focused on the analytics patterns uncovered.

You can also classify lead magnets based on where they are positioned. And in that case, you have two types, being general and specific. General lead magnets target all your customers without focusing on specific interests, making them general. Common examples include email subscription boxes and short links to your social media channels. As for specific lead magnets, those are designed to market certain popular and highly demanded products. Plus, they focus on enticing a certain segment of your traffic. Specific lead magnets include limited seasonal offers and social media ads.

Below are more tips and ideas for your lead magnets.

Install social media icons.
Most blogs add social media icons next to their content. We recommend installing those. They’re non-intrusive in your articles, and they’re excellent lead magnets that don’t take up space. Furthermore, they let you show off your popularity. And that alone is a selling point. Many social media icons let you showcase the number of followers you have per page. This lets you signal your follower count, making this a powerful lead magnet.

Make your article a lead magnet.
You can write articles purely for retargeting reasons. But there’s a rule you should follow and that is your article needs to be short. Articles that are long (extending over 500 words) are less likely to retarget.

Why? Because in a long article, you need to spam other magnets multiple times. In a long article, you need to constantly remind users to “check out your product” or “subscribe.” And this form of spam makes you look desperate. And it ruins your article’s quality. But with a shorter article, you write the content quick. Your readers are more likely to finish your article, while checking out your subscription/sales offers.

Keep your lead magnets simple.
A lead magnet need not be a flashy subscription box or a large ad. It can be something as simple as a link. You can use well-positioned links to raise curiosity, with clauses like “learn more,” or “click for more information.” Using simple links as lead magnets comes with multiple advantages. Beyond being short and sweet, you can use it a few times per article. You can position one mid-article and after mentioning an interesting fact. Or, you can position a few at the end, encouraging a “follow up” on interesting content you write. Obviously, you’ll need to use clean and short links for the process. You can do so with tools like “Meteor Link,” which work for FB.

Tip #4 – Learn where to position your lead magnets.

Accurate positioning matters in the effectiveness of your lead magnets. You want a lead magnet that’s constantly visible to readers. But at the same time, you don’t want to spam your lead magnets non-stop. This may be received negatively by your traffic – leading to a loss of potential sales. But don’t worry. Accurate positioning is easy, providing you stick to the following rules.

For general lead magnets, position them in the following areas.

  • Sidebars
  • Article footers

With a sidebar, your magnet is always within sight. Plus, it’s small and doesn’t take up much space. As a result, you can retarget customers without ruining website aesthetics.
As for article footers, you’re placing your lead magnet before the comments section. That’s a spot that much of your traffic likes to explore (comments make for interesting content too). Therefore, placing a quick magnet there can guarantee a few subscriptions.

What about pop-up lead magnets?

Generally, we don’t recommend them. First, you can’t create multiple pop-up magnets per article. That’ll be too time consuming and will require graphic designer skills. Also, pop-up magnets are not sticky. They don’t stay on your page and they aren’t in line of sight as an article is being read. Plus, with a pop-up magnet, many readers will opt to close them. From there, they won’t be seen until the next website visit.

Furthermore, pop-up magnets can be horrible and they’re distracting. You must understand that returning traffic wants to check out your content first, before visiting your subscription/sales offers. They’ll usually jump through multiple articles and take their time before deciding, so being aggressive with a lead magnet has distasteful results.

Final Tip: Keep it Fresh.

Retargeting is a process where you “seal the deal.” You can’t rely on repeat sales tactics. You need to be creative with your strategies, changing the ads you use and writing lots of content. Basically, if you want more leads, stay interesting and keep it simple!


Adam Stewart

Digital Marketing Consultant at

Digital Bond Marketing

Marketing and communications


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