With online marketing, one thing you'll want is engagement.
Achieving engagement is all about offering your prospects and leads an actual good reason to engage in the first place, whether that's through quality content or a great social media post. In today's blog, I've listed 5 possible reasons why people may not be engaging with your brand online.
1. Your website is static and unpleasant
First of all, let's start off by saying that if you want your business to succeed online, you're going to want to have a website for it. That said, your website is going to be worth nothing if it is unpleasant for people to look at. In a past blog I listed some real life examples of some of the most offensive websites out there. Not in the sense of being offensive due to controversial content, but simply because the design of the sites were so poor that it's an actual strain to look at them.
The simple fact is, no one's going to care about your brand or will want to engage with it if your website is a mess to navigate. People don't want flashing animations, pop up videos or long load times. They want websites that are clean, easy to navigate and aren't taxing on their computers. They also now want websites to have mobile-optimised versions, and they want websites to constantly be offering new content every time they visit. If your website is a designer nightmare and fails to offer fresh content, why would anyone stay, come back or engage?
2. Your content offers no value
Now, it's all well and good to have a steady flow of content going up on your website and other channels such as social media and email, but it will only get you so far. What's paramount is that you are creating content that has some true value to it.
So what is valuable and what isn't? Writing a blog or free ebook that offers your readers a step-by-step guide to increasing engagement on social media? That's valuable. Writing a consisten line of blogs that have you rambling on about all your products and services? That's not valuable.
See, people don't like the hard sell. It's okay to end your blog, ebook or webinar with some type of sign-off that encourages readers/listeners to contact you if they need a particular product or service that you provide, but it's not okay to make that sales pitch the entire focus of your content marketing.
Online is a completely different landscape from the old world where traditional interruptive marketing worked. Now, you have to promote your brand's value by offering your prospects, leads and customers valuable content. When you craft content that is informative, educational or interesting, that gives people more reason to engage with you and share that content. If it's just a sales pitch, they won't feel compelled in the slightest to share it with their friends.
3. You're inactive on social media
As I just mentioned, the world of online marketing is substantially different from the old traditional form. One big area of differentiation is social media. Go back 10 years, and merely creating ads that spoke at your audience was the norm, but the past few years have seen a notable shift in that area, and now properly marketing your brand comes down to speaking with your audience.
The great thing about social media is how cheap it is to market your brand on there. If you want, you can basically build a following of qualified leads and customers without ever having to invest in one paid ad. But the success of your social media existence is heavily dependent on you ensuring that your brand is actually active on there.
It's not enough to schedule a post and walk away. You need to be engaging with your audience in real time and keeping an eye on your social media pages on a frequent basis. If a person has a question, you answer it. If someone makes a complaint, reply and let them know the proper channel to continue this discussion towards a resolution. Oh, and don't forget to make your posts interesting. Visual posts are held to a high regard by many social networks, including Facebook.
4. You email too frequently / infrequently
Any business with a good online presence will likely have a strong investment in email marketing, and there's good reason for it. Email helps drive more traffic back to your website or social media accounts, it help keeps your brand front-of-mind and it also inspires further engagement among your audience of prospects, leads and customers.
However, email marketing, just like any kind of other marketing, needs to be carefully considered. These include factors such as personalsing your emails, making the subject lines interesting and finding the right rate at which you should send out emails.
The issue with sending emails too frequently is that people may become sick of your correspondence and unsubscribe or mark your emails as spam. On the other hand, sending out emails too infrequently will cause an issue where people may start to forget about your brand. While there is no "one size fits all" approach to email frequency, you should spend some time trying to find the right send rate for your brand.
5. You don't consider targeted advertising
Let me be clear on this - organic marketing efforts should always take precedence over online advertising. However, that doesn't mean you shouldn't consider online advertising - particularly targeted advertising.
It doesn't matter whether you use AdWords (Google's search and display ad service) or something like Facebook's multiple advertising options, all of these can be targeted by different parameters. For example, AdWords can be targeted by geography and search terms. Facebook ads can be targeted by demographic, interests, age, relationship status, etc. Then there are even more elaborate ad options, such as retargeted ads, which I'll be taking a closer look at in a future blog.
Targeted advertising shouldn't be your be all and end all, but they can be a fantastic way of driving more qualified traffic to your website in a more confined period of time. So if you need more people entering a competition or you really want to give some great exposure to a new product or service you're now offering, targeted advertising can be great for this. It gives you a great traffic boost when you need it most.
Margin Media is an inbound marketing company based in Brisbane. We offer a range of digital marketing solutions to help your business increase its website traffic, qualified leads and customer base. To find out more about our services, give us a call on 1300 798 848 or visit our contact page.
* Image source: scottchan / FreeDigitalPhotos.net