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As Larry explains, a few years ago, we discovered that while we were doing a great job of attracting new traffic to the site, we weren’t doing so well when it came to retaining or converting this traffic. In fact, Larry says that most of WordStream’s traffic came to the site through non-branded organic search and didn’t convert. Most users visited the site just once before leaving, never to return. That’s when we started using display remarketing. As you can see in the figure below, once we implemented display remarketing as a brand awareness-building strategy, we dramatically increased conversion rates over time.
Demand generation display remarketing graph Using direct traffic as a proxy for branded search IT Numbers terms, we found that after implementing display remarketing to promote the AdWords Performance Grader (see demand generation strategy number 2), we managed to increase repeat visitors by 50%, increased conversion rates by 51%, and increased our average time-on-site by an amazing 300%! 7. Invest (More) in Content Creation Inbound marketing is a huge part of a successful demand generation strategy, and content creation has never been more important. A solid content strategy for demand generation purposes incorporates elements of some of our previous recommendations, including giving away only your very best stuff and providing your audience with an invaluable go-to resource.
Similarly, content is most definitely a long-term investment, just like demand generation itself. Success requires consistent effort – something that many businesses fail to do when it comes to content. Demand generation quality content … And counting. Check out the live count here. If you’re already publishing blog posts regularly, think about how you can make them even more valuable. Do they incorporate original data or research, or just regurgitate what everyone else has already said? Do they provide timely insight into emerging trends, or are your posts always late to the party? Essentially, ask yourself some hard questions about why someone should spend their precious time reading your content, compared to that of your competitors.
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