Posts tagged customer engagement

Four friends using a laptop in a train station, their smiling faces represents audience engagement.

Approaching Digital Customers: Audience Engagement

Four friends using a laptop in a train station, their smiling faces represents audience engagement.

Maintain audience engagement is all about giving customers the right ads.

Using some research and intuition, you can easily figure out why your audience hates using online advertisements. From their perspective, they are invasive, disruptive, annoying, and risky. And it’s not hard to see why they think this way. The truth is, people are avoiding your ads. However, there is hope. By creating the right ads, you can learn to maintain audience engagement.

Finding the Right Audience

Now, we are not saying that customers hate all ads. You’ll find that they will pay attention to advertisements more if they can relate to them. This means maintaining audience engagement is all about finding the right audience. That’s where your research comes in. Ask the following:

  • Who buys your products?
  • Where do your customers browse the web?
  • What social media platforms are they using the most?

If you can answer some of these questions, then you are off to a great start.

Creating Non-Invasive Ads for Audience Engagement

Another way to engage to engage your audience is by creating ads that don’t get in their way. The best way to do this is by utilizing native and social ads. According to Hubspot Research, most sponsored or native ads ranked as a positive experience for customers. Customers don’t see these advertisements as disruptive.

Native advertisements can be completely ignored. Even though they tend to blend in with other articles on websites, the users choose whether or not to interact with the native ads. They are also transparent. Most native ads are marked as “sponsored.” This way the customers knows that a certain piece of content is marketing material before click on it. Digital customers welcome this type of honesty.

Social ads are also less invasive than traditional digital ads. Customers expect to see pages and accounts from their favorite products or services. It’s almost ingrained in the social media experience. And they are more receptive to them because they are targeted. They generally only see ads from products that match their interest.

Hopefully, this helps you on your journey to reaching your audience. Digital customers are always evolving. Just stay up to date with their interest and you’ll create successful campaigns in no time.

The word BLOG written in vintage wooden letterpress type in a wooden type drawer. This represents business blogging.

Business Blogging: What Not to Do

The word BLOG written in vintage wooden letterpress type in a wooden type drawer. This represents business blogging.

Avoid making mistakes when it comes to business blogging. It will save you a world of trouble.

If you’re a business, there are plenty of reasons for you to pull out your laptop, get online, and start blogging. Not only does it establish your business as an industry leader, but it gives your website a boost when it comes to SEO. If you want to connect to your consumers, as well as develop a relationship with them, then you have to make sure you get business blogging right.

Typical Business Blogging Mistakes Companies Make

Forget to Read Their Work – Good writing is hard to spot; however, people are hawks when it comes to spotting bad grammar. You don’t want to look unprofessional by having any typos or terrible sentence structure in your post. While it might sound a little grade school, after you have finished typing the words into your keyboard be sure to read everything out loud. It can be hard to check your work, but this can get the job done.

Make Their Blog Uninspiring – Your blog is not a news site or a press release. It should not be flooded with boring articles about your company’s latest developments. The purpose of a blog is to connect with your readers and be a definitive voice that they come to for guidance. While you can have a few posts to keep your customers updated on the latest news from your company, you have to speak to them about your industry and the direction you feel it should go as well.

Do Not Leave a Call-to-Action – Through conversation, blogs connect to people. However, as a business blog, you have to take it one step further and motivate your readers. A lot of companies forget this and miss out on the opportunity to point customers in the right direction. Sometimes a call-to-action is all you need to get loyal readers to buy you stuff.

In next week’s post, find out more on how to keep your business blogging up-to-date.

A woman in red looking at a holiday marketing campaign on her smart phone with shopping bags beside her.

Take Advantage of Holiday Marketing

A woman in red looking at a holiday marketing campaign on her smart phone with shopping bags beside her.

You are going to need these holiday marketing tips very soon.

There is a right time for everything, and when the holidays roll around, nothing rings truer. If you are an advertiser, this means setting up your ads to reflect the holiday spirit. How do you do this? By following these tips in order to bring your holiday marketing up to snuff.

Who Is Your Target Audience?

Your target audience is always ever changing, and you need to keep up in order to market your products properly. Pay attention to trends leading into the holiday season. Customers will change their buying habits, as well as where they shop.

Did your customers avoid buying a certain product earlier in the year because it was too expensive? A really enticing sale during the winter season might bring them back as they are looking for the perfect holiday gift. Knowing information like this will help you develop better campaigns.

Holiday Marketing and Social Media

Everyone is attached to their social media accounts. Use that to your advantage. First, see what your customers are talking about online. This can help shape your ideas for how to reach them effectively. Your next step is to capitalize on your social media presence to inform everyone about new deals during the holidays.

Make Buying Your Products Easier

When gift-giving, season rolls around, customers begin to scramble to find the right gift and to find it right away. Help them do just that. Update your SEO on all platforms so that people can find your products online without any problems. Remember, Google, Amazon, YouTube, and other platforms are all search engines in their own right. Follow trends on each so that you can develop better search terms.

Another tip to make your customers’ lives happier. Free shipping. Nothing beats a good sale more than having it arrive at your home, free of charge. This builds good will with customers who need their gifts fast and without worry.

A blurred image of a crowd of people. They make several different demographics.

Are You Still Targeting the Wrong Demographics?

A blurred image of a crowd of people. They make up several different demographics.

Think carefully about which demographics you choose to target.

When you think about the term demographics, you have to remember that some people are categorized using very broad terms. The fact is that most companies need to shy away from going too far in that direction. If you are still targeting any of these three groups as your primary demographic, you need to narrow your target audience.

The Whole World of Demographics

If you think you can target everyone because everyone needs what you are selling, your marketing dollars are being wasted. First of all, you can’t please everybody, so even a great product isn’t for all people. Second, you can’t market to everyone. If you don’t have a narrower target, you’re going to miss more often than hit. If you can narrow things down, this gives you a means of focusing your marketing efforts. The result will be greater success, especially when it comes to the conversion rate of your efforts.

One-Factor Targeting

The problem here is not that you have too few people to target, but rather the idea of not having diverse enough criteria. You can’t select one factor, like people who like to read, and have that as your only criteria for a customer. Even if you are operating a bookstore, your individual campaigns need to target people who like specific genres of books, like those who listen to audiobooks. You may even need to target people who like movies that are based on books. After all, some people actually do like to watch the movie first and then go get the book. You may also need to target some individuals by age range or education level to market the right level of reading difficulty to people.

The Largest Living Generation

You’re going to say, “He can’t be telling us to avoid targeting Millennials.” The fact is that Millennials are a generation of people, not a legitimate marketing demographic in their own right. They come from all walks of life, education levels, financial statuses, etc. If you treat all Millennials the same, you’ll alienate more of them than you’ll reach.

You can’t make the entire target a bull’s-eye and say you’ve hit the mark every time. That’s just not how marketing works.

An office workers hands are holding a tablet. The tablets is displaying several metrics on the screen.

Too Many Metrics? Dump These Four

An office worker's hands are holding a tablet. The tablets is displaying several metrics on the screen.

While metrics drive the direction of a campaign, some are unnecessary. 

Metrics can be the lifeblood of marketing. After all, measurable campaigns allow you to make needed changes on the fly, resulting in great ROI and profitability of marketing efforts. On the other hand, many aspects of the metric industry are flawed, and there are definitely a few things we can do without. Here are four of those things.

Sentiment Assessment Metrics

It’s not a bad thing to want to grow sentiment toward your social campaigns. The problem is that the ability to produce accurate metrics in this regard simply doesn’t exist yet, and it may never happen. The fact is that most sentiment analytic tools err on the side of the negative. This results in constant pressure on the marketing staff to improve a number that may be bogus to begin with.

Single-Score Metrics Provided by Third-Party Companies

Single-score metrics for social media are not necessarily the problem. The idea is that we look to a third party for this score, and they are trying to develop a single algorithm that works for every business across various industries and other factors. Remember that these scorekeepers can’t always tell the difference between a human and a bot. Is this how you want to determine which of your social followers are the most influential?

Traffic from Social Bookmarking Sites

The problem is that these sites provide little traffic with any value. The more that your metric for social booking traffic goes up, the more your bounce rate will also likely go up. You don’t need a metric to tell you this is bad for your site. Consumers like real social media platforms like Facebook and Instagram. Stick with those, and the traffic you measure will actually be worth something.

Stats Involving Check-Ins

Social sites that invite people to check in are nowhere near as popular as they once were. For example, Foursquare has about 55 million active users, but this stat refers only to people who use the app at least once per month. Facebook’s check-in feature is being all but abandoned.

If you find that you are swimming in metrics, the right ones to dump are the ones that can’t always be accurate or that don’t have any real meaning.

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