High-tech innovations, ever-increasing competition, and demands of customers are pushing online businesses to rethink their engagement strategies and adopt new approaches. If you’re facing the same problem, you’ve to the right place.
In this article, we are going to discuss some of the latest trends in online customer engagement that you could use to increase conversions. Additionally, you can check this comprehensive Conversion Rate Optimization Guide guaranteed to increase sales.
Let’s learn how you can utilize them to improve your approach to digital marketing and get more customers.
1. Engage Customers with Interactive Content
Interactive content such as games, calculators, and quizzes, are the future of digital marketing. The proof of this undoubtedly reasonable claim can be found anywhere on the Internet.
First and foremost, interactive content is a lot of more attractive to viewers than chunks of text.
Second, a study by Klick found that 81% of marketers viewed interactive content as effective for grabbing the attention of viewers.
Third, let’s consider an example: the most popular story on the New York Times website in 2013 was not an article. Obama reelection? Pope Benedict XVI resignation? No. It was a quiz!
But why interactive content is so popular and why you should apply it to increase your conversion rates? The answer to this question is pretty simple. It combines educating, consulting, and written content with entertaining and visual content.
Here are some ways in which interactive content can help you to increase conversions:
- Raise Awareness. Awareness content can create buzz around your business
- Improve Content Marketing Campaigns. Interactive content is a perfect addition to any marketing strategy
- Educate customers. This helps to improve reputation and become an authority source. The results from Customer & Buyer’s Journey Benchmark Report suggest that interactive content is great for this purpose.
2. Create More Visualizations
Let’s be honest here: most of the exciting and useful things you can find online, whether it is a cute baby, an advertisement of the latest electric car, or a preview to the season of your favorite sports team, include visualizations. For example, videos are one of the most widely useful visualization tools that continues to become popular among online marketers.
The infographics from Vennage provides information from a visual marketing survey.
Clearly, an increasing number of online marketers use visuals in their strategies to ensure the highest conversion rates. What can we say, people are visual learners so they love to consume data represented in pictures and videos.
When asked about the visuals with the highest engagement rate, the marketers in this survey identified eight options: data visualizations, infographics, stock images, memes, videos, charts, GIFs, and presentations. Here are more detailed results.
Without a doubt, visuals will continue to play an important role in online marketing. So, understanding how you can utilize it to boost conversions will go a long way in advancing your business.
3. Produce Customer-Centric and Personalized Content
At this point, it is clear that all online marketers create their strategies with one critical goal: to personalize the experience for each customer and meet their needs. But how can one ensure that unique needs of target audiences will be met?
The answer to this question is simple: personalized, customer-centric content. Long gone are the days when static content was useful in marketing, so forget about it for good.
Instead, you should focus on dynamic content that is intelligently personalized to the needs of the audience who is likely to view it. For example, if your target audience is college students, you can provide them with tips on paper writing to help them perform better.
According to Content Personalization Benchmark Study Report, customer-centric content is more effective than “unpersonalized.”
How does one personalize content?
- By studying the needs of the target audience
- By creating a mobile-friendly website
- By studying the behavior of visitors on the site
- By collecting information about visitors
More ways for personalizing your website can be found on Hubspot.
4. Use Influencers
An influencer is a person who has the power to impact purchasing decisions of other people. But how can a business convince someone to promote them in an ethical way? Although there are many ways to achieve this goal, the essential strategy always remains the same – acknowledging and meeting the needs of customers.
Does investing in an influencer really pay off? McKinsey surveyed 20,000 European customers across 30 product areas and over 100 brands and asked them “how significantly social media influenced their decision journeys.” The results are below.
As we can see, social media influences can generate a lot of recommendations. That’s why the fact that 75 percent of online marketers use them does not come as a surprise.
You can also turn your customers to be brand ambassadors. For that, you need to offer them great deals, ask for feedback, and encourage them to share stories about wonderful experience they had with your business.
Hope this information will be useful for you to stay updated on the latest trends and give you a competitive edge!