Marketing techniques have grown and changed over the years to include a variety of forms and content. In an age where people are constantly tuned in and connected, it’s no wonder that businesses are opting to go big with their campaigns in order to increase engagement.
However, bigger doesn’t always mean better, and not all marketing strategies are able to pull in the right kind of responses. For example, 67% of email marketers list increasing engagement as their primary objective, with 50% citing it as a top challenge.
Customers are constantly bombarded with information, so it can be hard for brands to stand out. With any marketing strategy in the modern era, increasing engagement can be the key to success. Here are a few tips for creating marketing materials that do just that, both digitally and traditionally.
It’s no secret that we’ve evolved into a digital era, and marketing has evolved along with us. Marketers have long taken advantage of the benefits of the Internet, from the first email lists in the 1990s to complex geofencing and retargeting systems today.
The Global Digital Report 2019 found that 45% of the world’s population is on social media, with numbers growing year on year. More and more businesses are coming online too, which can be a challenge in terms of competition. How can companies capture their customers’ interest and engagement online?
The first place you might want to look is at your own website. Think With Google says that mobile sites that load in two seconds or less have 15% higher conversion rates when compared to sites that don’t. A streamlined UI with relevant information and CTAs may be key in converting those hits into an actual engagement.
Another thing you can look at is the kind of content you’re putting out. Content marketing has risen in popularity in recent years, but it’s important to put out materials that customers can engage with.
Video marketing is great for capturing people’s attention, but you can take it a step further by including quizzes or other activities that foster engagement. Here at simpleshow, we provide a great example of this with our interactive e-learning videos, which include clickable aspects and gamification to encourage users to participate.
Just like there are tons of different approaches for increasing engagement in the electronic sphere, traditional marketing techniques also have their benefits. The difficulty with traditional marketing is that it can be hard to precisely track engagement and other data. However, it can also be easier to stimulate engagement through a number of methods.
One of these methods is, famously, guerilla marketing. Small Business lists three UK companies that made use of guerilla marketing, and the huge impact their campaigns made on their sales and engagement. Guerilla marketing is about thinking out of the box and presenting customers with materials and campaigns they’ve never seen before, thereby increasing brand recognition. It’s also relatively affordable, with a high return on investment.
Another way to increase engagement is by making use of direct mail. Direct mail marketing has one of the lowest costs-per-lead around, as well as one of the highest ROIs. Capture your market’s imagination by employing creative methods such as plastic postcards or other materials.
An article on creating engaging direct mail pieces by Triadex Services includes outlining goals, using customer data, and picking one main message. Whatever method you use, these are all points that you’ll need to define in order to get the most out of your campaign.
Whether you’ve decided to go the traditional route, the digital route, or use a bit of both in your marketing campaign, you’ll need to be able to capture your audience’s attention. By studying the data, keeping an eye on trends, and selecting the most effective materials using the methods outlined above, you’ll have a better chance of boosting engagement and maintaining your company’s success.
Rachel is a freelance marketing specialist. She has worked with different clients and specializes in digital marketing. She had the opportunity to be able to visit different worlds and places without getting off of her chair, thanks to gaming. She’s also a mom to a 5-month-old labrador named Bruno.