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The online marketing realm was obsessed with traffic. Every search engine marketing company in the planet was boasting about its competencies to bring thousands of organic and/or paid traffic, promising ranking nirvana to its clients.

Search engine optimization created so much noise. Then it was dead silent. Why? There was a confusion because sites weren’t exactly sure how to deal with their site visitors –how to sustain them, how to add value to them, how to get the most out of their visit. In an all-encompassing term, sites weren’t sure how to engage them. In no time, sites were complaining about high bounce rate and more are complaining that they can’t seem to make the visitors stay on their sites.

A Dialogue Rather than a Monologue

This is a concept those who perform social media marketing services are very much aware of. When Internet use blossomed, experts said we arrived in an information age. However, as social media dominate the web, they say we are now in a “relationship age.” Everything people do on the web is now weaved into their social communities – looking for and sharing information, reviews, opinions, etc. Day in and day out, the internet is becoming more social.

Social media marketing services are based on this principle, which is why most of the marketing tactics under this umbrella is built on driving conversations. This is what many sites fail to miss. Site visitors are not hooked and drawn to a number of sites because these online spaces still subscribe to the old-school advertising model of speaker-to-audience. Every search engine marketing company, before doing any SEO, should already have a plan in place how to drive conversation in a two-way street.

How Do You Optimize Your Site for Engagement

First, a search engine marketing company or a business should identify success metrics or key performance indicators. There’s no one size fits all set of success measures and the golden rule is that they should line up with your business objectives. For instance, many businesses might consider longer times spent on site as a good sign. Not necessarily. What if your page is actually a squeeze page meant to get emails from searchers? Long visit duration might mean that your form might be too complicated.

This leads us to our second point: minimize distractions. Reduce unnecessary element to the minimum if not zero. The more distractions there are, the less engaged site visitors will be.

Third, when it comes to your call-to-action, the words you use are as important as how you say them. Use powerful words. Be straight to the point and as assertive, compelling and persuasive as possible. Best practice is to come up with different calls to action and test which is most effective.

Using Social Networking the Right Way

Lastly, when you decide to tap into social media marketing services, don’t do it just because everyone else is. Your strategy should be social media with a direction – building meaningful relationships and sincere interactions while fulfilling a set of business goals.

At the end of the day, engagement marketing is about breaking the view that internet traffic is a numbers game, but real and meaningful interaction with real people.