The last couple of decades have seen an undeniable shift into the digital sphere for nearly every aspect of our daily lives. Information, communication, buying and selling, and even our eating habits have been completely transformed thanks to the advent of the Internet. According to Statista, 4.57 billion people or 59% of the global population are active Internet users, proving that life in the modern era is increasingly lived online.
Marketers have long taken advantage of this brand new world. The term digital marketing was first coined in the 1990s, with email serving as the first big tool in marketing online. Email newsletters have endured for decades into the present day, but are now accompanied by techniques such as digital ads, social media pages, and content marketing, to name a few.
But while online marketing has become increasingly developed and sophisticated, there’s also been a correlated increase in competition. Users are bombarded with information all the time, and can easily become overwhelmed or disinterested. Ad fatigue is a real challenge for marketers, and increasing engagement is more important than ever. If you’ve found that your campaign or company is struggling on that front, here are a few quick and easy tips for ramping those clicks and comments back up.
Create a ‘Living’ Personality
The paradox of living in the digital era is that the more people spend time online, the more they look for a personal touch. Crafting a brand personality online is key to this, as without it customers are less likely to remember your company among the thousands of other companies online. Forbes claims that consistent brand presentation increases revenue by up to 23% if applied across all platforms.
Giving your brand the right “personality” invites more customers to engage with you across your website and social media, and helps increase positive associations with your company. You can do this by posting more on social media, replying publicly to comments, and engaging positively with customers both on and off-screen.
Craft Your Language Carefully
In the online world, content is king, and using the right language is key to pulling in results. Digital marketers are familiar with the concept of using SEO and relevant keywords in order to generate views and clicks, but that’s not the only way you can increase traffic and engagement. Previously on the blog, we delved into the 7 Tips for Writing Irresistible Calls to Action (CTA). Putting together the right CTAs and placing them strategically in your promotional materials and on your website are key to getting the engagement you want.
While we go into more depth in our article above, key points are to create CTAs that relate to your brand’s theme or personality, use clear language, and give the appearance of “stakes” or limitations that compel the customer to act. The right CTAs are essential to generating clicks, comments, and engagement.
Optimize Your Materials
Have you got the right language, the right brand personality, and all the other right elements? Still not getting the results you want? It might be a matter of visuals. Besides putting together the perfect copy, you also need to think about how to convey your message quickly and easily. While print advertising has been around for decades, even a century, digital advertising is a new beast and is definitely tied to one thing — screens.
Your materials need to be optimized for the screens they’ll be displayed on. This requires a lot of knowledge about the kind of platform your customers are using to view your site or materials. Are they using a web browser on their desktop? Or are the majority of them smartphone users? Triadex Services’ guide to mobile marketing and digital ads outlines how to get the best results by making use of geofencing and ensuring that your digital ad is smartphone-friendly. Digital marketing’s greatest advantage is the amount of data you can get about your customers, and you need to be able to use that data to the fullest.