Category: digital strategy

Four steps to create an engagement-based conversion channel

Advancing technology and increasing web literacy are turning a “linear” customer journey into an increasingly fragmented one. Here are four steps to creating an engagement-based conversion funnel to overcome this growing marketing challenge.

The web is changing fast creating new challenges to online businesses. Until recently, marketers were able to clearly map out the customer’s journey that would take web users from click through to a landing page to completing a sale.

These days, the buying journey is much more complicated and fragmented. Customers are equipped with many more devices and much better knowledge of their options than just a few short years ago.

Thanks to social media, various devices, and smarter digital advertising, it is no longer easy to guide the customer through the buying process. One of the well-publicized examples of the new buying behavior is one consumer’s path to buying a car that consisted of more than 900 digital interactions including searches, visits, video views, and clicks.

So how to still convert site visitors into buyers when they have so many options to consider? Here’s one strategy you can use:

Step 1: Create an engagement asset

Let’s face it: Around 90% of your current site audience is not ready to buy from you just yet.

Your site visitors may be at a research phase or they may lack trust in a new brand or they may have been looking for an entirely different solution.

Whatever the case is: We are lucky if we convert 5% of our site visitors into actual customers.

What about the 95% of the traffic that we have built?

That’s where the idea of secondary products come in – We need to engage our site visitors first before trying to sell to them again. This secondary asset needs to combine the following criteria:

  • It needs to be free or freemium (to make it an easy sell)
  • It needs to complement our primary product (to naturally lead many of these engaged users into buying it)
  • And more importantly, it needs to rank in Google (and hopefully generate visibility from alternative assets) to ultimately become a top-of-the-channel lead generator, not just an engagement channel. That’s where this overall asset will really pay off.

Examples of these secondary marketing assets are everywhere. Under Armour has MyFitnessPal app that funnels health-minded users into buying fitness gear. American Express has been engaging business owners with their secondary Open Forum community. In our own industry, both Ahrefs and Moz offer SEO toolbars that forever tie browser users to their sites:

Creating engagement based conversions through assets by providing SEO tools

 

The good news is, creating a secondary asset should neither be expensive nor time-consuming. Chances are, you already have assets that can be expanded into a solid product of its own.

Content re-packaging is the first step I’d consider here. That’s what I personally did turning my text articles into videos (and back) to put together comprehensive multi-format video courses and create additional assets to create an omnichannel marketing strategy.

For smaller businesses with tighter budgets, here are a couple of tools allowing you to easily and affordably create an engagement asset.

Build Fire is an easy app maker allowing you to put together mobile apps to support your marketing assets. You can use a handy visual editor to add content and design your apps and use a variety of engagement tools including push notifications and drip campaigns.

Build Fire

 

Kajabi is a solid and affordable platform that allows anyone to create online courses and landing pages with no technical knowledge required. It supports freemium and multi-tier pricing models and offers lots of engagement tools, from in-course surveys to email automation to efficiently interact with your users.

Kajabi

Kajabi offers many marketing automation features built into the platform, but perhaps the most useful is what the company calls “Pipelines,” which are essentially multichannel automation workflows for turning your landing pages, email drips and pitch messages into powerful funnels. In addition, Kajabi’s “Pipeline Blueprints” are pre-built pipeline templates, which you can tweak and customize for your liking, depending on the use case, whether it’s a product launch, a webinar invitation or a timely sales promotion.

Step 2: Integrate your engagement asset into your content marketing campaign

Obviously you don’t want your engagement asset to distract your site users from buying your primary users, so promoting it through your major landing pages is not a very good idea. Your content-based pages (for example, blogs) are a great place to market your engagement asset, especially if you align your content marketing assets with your engagement asset.

Hubspot is a great example of using their blog to engage, rather than to sell right away. You’ll seldom see a CTA buy their software inside their articles. Instead, they build context around their freebies and invite readers to become part of their community:

How Hubspot integrates content to build engagement based conversion channels

 

The idea is that your CTA should match the reader’s intent and hopefully tie them to your brand (either through an email optin or “by taking your brand home”for exampleinstalling an app or joining your community which brings longer-term commitment).

If you use my re-packaging tactic, you’ll create enough content to both create an engagement asset and write public articles to supplement it. For example, when creating a video tutorial, you can:

  • Expand and structure your script to create a text tutorial to publish on your blog (and funnel your blog readers into enrolling with your course)
  • Turn your article into a PDF document for your existing students to download (and follow along as they watch your video).
  • Create quick video takeaways to publish on YouTube, Facebook, and Instagram to build brand awareness (as well as convince those viewers to join your course too).

Building an effective context around your engagement asset is key to getting its rank in Google and turning those readers into your site members (and ultimately brand advocates).

To help you out, here’s a trick on building an actionable context around your CTA: Text Optimizer has a separate section showing “Action concepts”.

Text Optimizer

 

Use these suggestions to find inspiration in writing your calls-to-action as well as creating context leading people into clicking it.

Step 3: Use artificial intelligence to market your engagement asset

Artificial intelligence and machine learning are taking the marketing industry by storm. From smart product recommendations (that guess what you need before you realize you do) to advanced chatbots that instantly and independently help your customers solve their problems – online marketing is being disrupted by smart technology.

Content marketing is no exception. You can use self-learning software to point your blog readers to your engagement asset exactly when they are ready to engage.

Alter is a smart recommendation engine that can help you set up your engagement channel. You can customize its settings to invite your site readers to become your students or download your asset. For example, you can try and engage people who spent some time reading your article:

Using AI to build engagement driven conversion channels alter

 

Additionally, you can use chatbot software to suggest your engagement asset to users whenever they are asking for more information. Mobile Monkey can help set up the process:

Mobile Monkey

 

[Here’s how Mobile Monkey can get your visitors sign up to your webinar, for example]

Step 4: Use retargeting to turn engaged users into actual buyers

Finally, how to turn those engaged users into your customers, outside of your newly created engagement asset (they may have downloaded or joined). Re-targeting is your answer. You can use retargeting or the custom audience option on Facebook to serve your primary product ads to those who visited your engagement asset landing page or joined your membership site:

Using Facebook custom audience option to build engagement based conversion

 

You can also use re-engage those engaged users on your own site with Finteza that allows to set up a retargeting campaign to serve custom ads to those who downloaded your asset or installed your app:

Using Finteza to re-engage users

 

[Read more about Finteza retargeting here]

Conclusion: Turning your site visitors into customers

With higher competition and advancing technology, buying journeys have become much more complicated and fragmented. This article offers a way to put it somewhat under control: Engage your site users first and then turn them into customers later.

Apart from creating an alternative conversion funnel, this approach has more benefits, including building brand loyalty (those engaged users know your brand well prior to buying) and creating more marketing channels (those engagement assets can become lead generators by bringing in additional visibility from search engines and social media platforms).

Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. She can be found on twitter @seosmarty

The post Four steps to create an engagement-based conversion channel appeared first on Search Engine Watch.

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admin November 15, 2019 0 Comments

Six social media marketing strategies that work and convert

As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.

Other Facebook developments: Instagram has one billion, and SnapChat has 190 million daily users.

Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.

Marketing on social media is quite different from traditional marketing. In 2018 alone, $74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.

This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.

Start creating Instagram stories

As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.

And that’s where you have a chance to cash in via your Instagram Stories.

Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.

If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –

  • Add hashtags (#)
  • Tag your location
  • Run polls and encourage users to participate
  • Use trending stickers and icons
  • Follow the right image and video formats so your stories look good on mobile screens
  • Put your popular updates, content, and stories in highlights
  • Add links to stories
  • Place strong CTAs

If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.

Get started with YouTube Ads

With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.

If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.

Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.

Wouldn’t that be a great way to boost visibility and awareness?

You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.

YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.

To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.

Increase your reach with Facebook Ads funnel

Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.

Given that, it becomes a platform with plenteous sales and marketing opportunities.

26% percent of users who click on Facebook Ads go ahead and make the purchase. 39% of users follow official brand pages expecting to receive the latest offers.

But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.

If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.

The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.

You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.

Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.

TikTok Ads for a specific audience

TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.

The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.

TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.

Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.

IGTV for more views and actions    

IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.

Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.

Now, things have turned easier.

What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.

Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.

With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.

Here are seven useful tips to get started with IGTV marketing

  • Create videos in Instagram-friendly (vertical) format
  • Keep your video content short and crisp – full of information
  • Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
  • Conduct game shows and interviews (make sure they are relevant)
  • Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
  • Use pop-up texts to send important messages during the video
  • Design your cover photo showcasing your title and keywords

Live video marketing

To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.

Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.

Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.

Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.

According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.

If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.

Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.

The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.

To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.

To end with, here is what you should focus on

  • Select the right platform(s)
  • Set your goals
  • Identify your target audience
  • Share what your audience likes to engage
  • Make your social media strategies flexible
  • Be consistent
  • Never leave a chance to interact with the audience

To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.

I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

The post Six social media marketing strategies that work and convert appeared first on Search Engine Watch.

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admin October 10, 2019 0 Comments