Everyone’s always being asked to demonstrate ROI, to improve ROI, to deliver more revenue at lower cost for any marketing method at all, but most especially those methods at the top of the funnel such as public relations and advertising. Retargeting is one of the best methods available to increase the ROI of PR, and Twitter’s new website remarketing tools are the latest tool for doing so.
Let’s recap how remarketing works. Let’s say you’ve got a new product launch. I’ll use our webinar, How to Market Your Blog and Brand, as an example throughout this post. Say we do a massive PR campaign around this webinar. Thousands of people swing by the website, look at the webinar’s signup page, but only a few actually sign up for it. Even though PR has done its job of attracting new audiences, there will be little ROI to demonstrate because not enough action happened in the middle of the funnel. Not enough leads were generated (a marketing problem) which means that not enough sales will occur (a revenue problem).
How can remarketing help? Assume we fix the landing page once we know it isn’t working and improve it to a point where it meets its conversion goals. Remarketing allows us to reach out to the people who visited that page from our PR campaign and show them an ad with a call to action to come back to the landing page. It helps boost the ROI of your PR efforts by letting you reach out to people you’ve already attracted and get them to come back, rather than seek out and warm up new audiences.
Let’s look at a tactical example of how to do this. To ensure that you’re focusing on the ROI of PR specifically, be sure to set up separate landing pages for different methods of attracting new audiences – your pay-per-click landing page should be different than your PR campaign landing page! You’d first log into your Twitter advertising interface and find the conversion tracking menu. Choose to create a new website tag. It’s important to do this step prior to launching your campaign; remarketing technology cannot work retroactively. Create a new website tag:
In this case, we’d choose to name it after our webinar, How to Market Your Blog and Brand. Make sure the box for Remarketing is checked:
Once done, you’ll get some sample code you copy and paste onto that specific page on your website. Do so by any means that works for you; some companies like to use tag managers, while others just edit pages directly. Once the remarketing tag is set up, run the public relations campaign to get a lot of new audience showing up to learn more about your product or service.
Once a thousand unique visitors have visited the landing page, you can set up Promoted Tweets to that tailored, custom audience and show them ads to get them to come back to your landing page:
In this manner, you’re retargeting people who have visited the landing page with ads. The more who come back, the more who may convert after seeing your content again.
Typically, retargeting campaigns cost significantly less than standard advertising campaigns and often have very high click-through rates because you’re appealing to an audience who already knows who you are and what you do. In recent retargeting tests with clients, we’ve seen costs as low as $0.75 per click and click-through rates as high as 15%.
Give the new Twitter Website Remarketing features a try as a way to maximize the value of the audience you’ve worked so hard to build! As always, if you’d like help getting it set up, feel free to contact us!
Christopher S. Penn
Vice President, Marketing Technology