Businesses nowadays measure the success of their online marketing efforts in terms of conversion rate or goal completion in Google Analytics. Whenever a user signs up for the newsletter, requests an online quotation, makes an online purchase or takes a certain action that achieve a predefined goal is a win for any online business, but before a user completes this conversion there has to be some engagement with the brand.
Brand engagement is a process where a business encourages its prospects and customers to get up close and personal with the brand and convince them that it offers a certain value and fulfill their respective needs. In order the foster this user engagement and bring your users deeper down into the buyer’s funnel, you have to take few important initiatives and use the best tactics that guarantee this achievement, and this is what we are going to discuss in the rest of this article.
1. Create Campaign Exclusive Pages to Direct your Users
Advertising on social media and PPC on search engines is one of the most efficient ways to drive potential customers to land on your website; however, it is important that you direct your users to a landing page that is closely associated with the content shown in your ad. Whatever it is you are promoting through your ad when you drive your users back to your website, make sure it’s not the homepage, but rather go for a dedicated landing page of the product or service whichever you are advertising. Sending users to a generic homepage would adversely affect your conversions rate and would fail to impress your audience.
Do not forget that people who have clicked on your ad are obviously interested to see something similar on the page to learn more about your offer, product or service that made them click in the first place. This is why your marketing effort shouldn’t be generic but rather focused on a specific niche audience. For instance, if you are advertising women handbags in a PPC campaign, you should not be sending your audience to your homepage that includes all the information about your business and product that you offer. You are focusing a particular section of the audience interested in women handbags, so drive them to point of conversion with relevant information on the page. Another approach to increase your conversion rate and brand engagement is by making it easier for users to connect with you like phone numbers, helpline, email and address.
2. Content is the Key, Keep it Catchy and Compelling
As discussed above, the idea is to convince your users that your brand can add a value and full their desired needs. Content crafted to understand and portray the needs of your audience is best to showcase value and build trust. People do not waste time in reading paragraphs, so keep your content concise to the point that it efficiently coveys your message and answer some common questions that your users may have. Similarly, make your content compelling enough that users don’t lose interest reading it. Content gives you the opportunity to highlight how your products or services are better than that of your competitors.
Consider an example of a customized designer wear clothing store, where people come to get a dress for their big day. The dress and how do they look on their wedding, a red carpet event, a photo-shoot or any other event is what matters to them. It is important to do a little research on what people are really looking for when they opt for a custom made suit and tailor you content in a way that it highlight needs customers and like, a perfect fit, trendy or rather something more sophisticated, conservative or elegant for a dinner. Focusing on a particular segment and understanding their needs will craft the perfect content which is more likely to grab the attention of your customers.
View more on creating an impressive content marketing strategy.
3. Retargeting Potential Customers for Better Engagement
As per the online trend people do not convert right away unless they visit your website once or twice. Website visits are important because users get to know more about your brand, product or services offered which builds their confidence and trust on you. Retargeting ads allow you to get in touch with these users, reinforce the value addition, increase engagement and brings repeat traffic to your website. With retargeting ads you have the opportunity to reinvent their interest in your product and services.
Consider a scenario where users are visiting a different website and suddenly your ad appears on the screen and they recapped your offers, products or services they saw on your website. This way you can keep your brand on top of their mind and it serves as a subtle reminder to the users that you have the products and services they are interested in. So, retargeting offers you the opportunity to bring users back to your website after they have already visited to facilitate a conversion and a chance to prove your value.