It’s not enough to draw unique users to your website—you have to keep them coming back for more. Repeat visitors are more likely to become customers, meaning it pays to give potential leads reasons to stay engaged with your brand. Here are several strategies you can use to make sure you stay at the forefront of your visitors’ minds.
The first step in cultivating brand engagement is making sure your brand has a coherent, consistent message. Know your target audience, voice, tone, and strategy, and stick to them. This will create a concrete impression in the minds of your website users, making them more likely to return when the message resonates. Also, be sure to publish blogs and send out emails on a regular schedule so your subscribers know when to expect something in their inboxes.
Providing value to your visitors means going the extra mile when providing information. Free eBook downloads, whitepapers, and case studies are all great ways to showcase your value. Even something as simple as providing links to other sources in your blog posts can show visitors your expertise and give them valuable information that will lead them to trust your brand.
Of course, there are other ways to provide value than simply providing useful information. Think about what emotions your content evokes in readers and viewers. Addressing your content to the anxieties and fears your potential customers face and providing a solution will leave them with an unforgettable impression.
As you plan your digital marketing strategy, become aware of the different audience segments you are trying to reach. For example, your accounting firm could be interested in doing tax prep for busy young professionals as well as older homeowners. Think about what each audience segment needs, and create specific, targeted ads to show when they search relevant keywords, as well as blogs and other marketing content related to their unique concerns.
It’s easier than ever to use Google Analytics and AdWords to track the performance of you website and PPC ad campaigns. Keep a close eye on how each piece of marketing content is performing and how it measures up to your goals. Then, use the data you have gathered to modify your strategy going forward. Maintaining robust subscriber lists will also help you track how well you are doing at keeping your leads engaged.
Your site should incorporate effective SEO strategies to make the most of organic search, but that’s not all. It should also be optimized for user queries and overall UX. Tracking your bounce rates, the amount of time visitors spend on each page, can help you to create webpages, blogs, and videos that capture their attention. Try approaching your site with the mindset of a first-time user. What questions do you have? What stage in the buyer’s journey are you currently in? The answers to these questions will help you build and maintain user engagement.