Engagement is Low? Here’s What Your Marketing Campaign Could Be Missing…
On average, companies are investing between 10 and 14 percent of their total annual budget on marketing alone. With all that money invested, every company needs their marketing campaigns to be a hit. The biggest sign of success in a marketing campaign is the level of engagement. If your marketing campaign’s engagement is low, these might be some of the reasons.
Make content that captivates
People will spend at most 15 seconds on any given web page. So, your marketing campaign has to grab their attention. In any marketing campaign, the content is key. To make sure your content is as enticing as possible, make sure it’s:
- Telling a story
- Appealing to your audience’s values and interests
Sharing is caring
The New York Times did a study on the psychology of content sharing. They found 49% of people say sharing content lets them tell others about what’s important to them, ideally to change opinions or encourage action. It’s also been estimated that reviews from trusted sources are 12.85 times more influential in establishing your reputation than your advertising is.
So what does that mean?
People want to share content. And of the content they are sharing, their family and friends are more likely to trust it because of who is sharing it. And so, your brand’s reputation is in the hands of your audience. Creating a marketing campaign that’s shareable gives it a better chance of being trusted by more people, and that equals more engagement.
Know who you’re aiming for
While a broadly reaching marketing campaign might give you more brand awareness, it won’t increase your conversion rate because you aren’t targeting the audiences most likely to buy from you. To accomplish that, you need to create buyer personas, or profiles that can accurately reflect your customer base. To create them, you can do a few things:
- Interview old buyers and current clients
- Analyze beer data
- Study social media engagement
- Conduct a market survey
With these, you can analyze what audiences will be most receptive to your marketing campaigns and then target your campaign specifically to those people most willing to buy. This will give you the most bang for your buck.
Love is about timing
Experts agree consumers tend to engage the most with content that is topical, trending, and relevant, meaning the timing of your marketing campaign is critical. For those who choose to market year-round, an editorial calendar for their content is really beneficial. However, you can still create content on the fly that’s focused on a current event, a seasonal holiday, or a pop culture moment.
An example of this is the COVID-19 pandemic. No one predicted it, but many companies had to pivot their marketing very suddenly to address the pandemic as it was unfolding. You can do the same as big things happen.
Your website speaks for you
The user experience of your website could be a major factor in whether engagement rises or falls with a marketing campaign. Anything from slow loading speed to outdated pages to complicated interfaces will likely increase your bounce rate, meaning your conversion rate will drop.
You can improve your site’s user experience with a redesign. Focus on these aspects:
- Make it mobile-friendly
- Highlight an image
- Use appealing CTAs
- Optimize page speed
- Use white space
- Be consistent
How BetterSetGo can help
Our team of experts can help you accomplish everything you need to build and grow your marketing campaign, including your engagement with prospective clients and loyal customers.
Looking for a way to level up your marketing strategies? Better Set Go’s free Ultimate Marketing Kit gives you access to all of the tools you need to make your business thrive. Download your free copy of BSG’s Ultimate Marketing Kit now and you will be on your way to seeing your business endeavors soar.