Too often in marketing, there is a focus on attracting new visitors to your website. As important as this is, return visitors are much easier to convert. For one, they’ve already been exposed to your brand and therefore have an existing interest. The statistics for these visitors are important and can demonstrate the success of marketing campaigns, how popular your brand is and who your loyal customers are.
Google Analytics defines a ‘returning visitor rate’ as the number of users who have visited your website multiple times within the last 2 years. They have a significantly higher rate of purchasing items, resulting in a far higher ROI percentage on your marketing campaigns. Let’s take a look at the top 4 ways you can increase your returning visitor rate.
- Content Marketing
Content marketing is key. If you regularly publish awesome content, users will come back for more. As a result of good, consistent content, you’ll start to see your returning visitor rate increase. Content marketing can take time to kick in, but once it does you can identify the interests and demographics of your audience and tailor content based on this. Content marketing is a powerful tool.
What content should I create?
Useful content based on your customers’ interests. Add new web pages, write SEO-friendly blog posts, newsletters and fun social posts. These are all useful tools to give your audience an incentive to return.
- Get more followers on social media
Social media is a great tool for driving traffic to your website. Building followers can result in increased link clicks and therefore more website visitors. By following your social media pages, audiences give you direct access to them and a chance to easily bring them back to your website for a return visit.
How do I increase my followers?
You can increase followers through paid ads, social media links on your website, posting great content to your channels or running clever social campaigns like viral giveaways.
- Start an email newsletter
Building strong email direct marketing (EDM) campaigns connect you to your customers and encourage web visits by linking back to your website. EDMs remind users of your brand and promote special offers to boost sales.
How do I increase subscriptions?
Offer an incentive to sign-up. Free ‘gifts’ such as a downloadable e-book or discount code are two smart options.
- Retargeting Ads
Retargeting is displaying an ad to someone who has previously visited your website, social media, YouTube – basically, someone who has interacted with your brand at some point in time. Usually recently. Strategic ads show your website to the user again to bring them back. Using cookies, a tracking code shows visitors retargeting ads which acts as a reminder of your brand or the product they initially visited. This leads to increased sales.
How do I set up these ads?
Google Display Retargeting or Facebook Retargeting Ads run these ads but you may want to use a proven digital marketing agency to get the best return for your money.
Using these 5 tips, you’ll be increasing return visits in no time and can enjoy the rewards that come with your hard marketing work.
