To gain a loyal consumer base, you must first build a memorable brand.

Producing relevant, well-written content is a great way to generate traffic, but at some point you want to see your hard work contributing to the growth of your business. If none of your page views are converting to sales or promoting engagement, you may need to work on building a stronger connection with your target audience.

One way to improve conversion rates and brand recall is with remarketing. In a nutshell, remarketing is the process by which Google allows you, the marketer, to track online visitors to your site, and then use the information you’ve gathered to serve targeted display ads to these visitors once they’ve left your site. Remarketing allows you to speak directly to people who have already shown interest in your brand.

So how do you make the most of this unique opportunity? Here are a few tips to get you started:

Categorize Your Audience

Remarketing works by dropping a cookie into the browser of people who visit your site. Once they’ve visited a certain page or completed a specific action, they are added to a list for retargeting.

But why stop there? Categorizing your audience based on the pages they’ve visited allows you to create customized content for each group.

Larry Kim of Moz explains a segmentation strategy they recently put into action for a client: “We created one audience for people who visited our blog, one for home page visitors and another for people who visited one of our free tools.” This gave them a better idea about what kind of information each group was seeking, and allowed them to cater to these findings by “show[ing] different ads, depending on which section of our site they visited.”

Tailor Your Content

Once you’ve created a segmented list of your online viewers, you can customize your ads accordingly. Consider which pages they visited and which products or services they found interesting. Tailor your remarketing content to address their specific needs and remind them of what they already love about your brand.

You can assign higher priority to the groups that visited landing pages or inquired about free trials or products. On the other hand, you may not want to put as much time and effort creating ads for groups that spent all their time reading blog posts. The bottom line: remarketing allows you to refocus your efforts and maximize ROI.

Once you have a better idea about what goals each of your online visitors are trying to achieve, you can get more creative with ads. Experiment with copy and graphics until you find something that helps potential consumers build a connection with your brand.

Test and Tweak

Test and tweak your remarketing strategies until you find what works best for your brand. Try A/B testing with different messages and visual support. Test the length of your sales cycle so you’ll know what campaign duration is ideal for your future remarketing efforts.

As Moz explains, “remarketing gives you the opportunity to appear in front of people who have already expressed an interest in your brand as they go about their business on the web.” Most importantly, it allows you to reap the benefits of the time and resources you’ve already invested in SEO and content creation. After you’ve gained exposure to your target audience, take your efforts a step further to increase conversions and create a lasting impression with potential consumers.

Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into a sophisticated trade publication that influences your market. Learn more about brand publishing here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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