The total number of clicks coming from a paid campaign is usually one of the main KPIs we use to assess the performance of our marketing efforts. However, with the constant changes in consumer behavior, and the upcoming deprecation of third-party cookies, total clicks might end up being just another metric for fluff. The "catch-all" approach perhaps no longer brings the results we expect and focusing more on the quality of the content we put out there might yield better results in the long run.
Traditionally, increasing traffic to a website equaled a higher conversion rate and flow of new customers. However, as digital marketing campaigns evolved, we became more focused on specific audiences and relied on platform algorithms (Google, Microsoft, Facebook) to find potential customers for us. As long as we could have competitive bidding, traffic would come, followed by conversions and sales.
The way users interact with brands has significantly changed since the beginning of the pandemic. Our day-to-day routine changes have impacted brand loyalty and overall user behavior. Users are now looking for more added value from their go-to brands, which start online.
Potential customers are now seeking a stronger connection with the brands they purchase, and it goes beyond featured products: they want a more meaningful experience. Advertisers who rely on Display and Video campaigns, benefitting a significant amount of traffic at a low cost, are beginning to observe a dip in conversion rate. This is partly due to the changes in algorithms used to create high intent audiences. With the depreciation of third-party cookies, most advertisers are having a hard time figuring out how to find new strategies to capture the right audience, even if it means decreasing overall traffic volume. Here is where content and engagement become a key part of the process.
Companies are now aggressively investing in content to add value to their potential customer experience: relevant and engaging content that helps their users navigate the evolved sales funnel. Brand loyalty is now being influenced through relevant content, and user demand continues to rise. For instance, a useful and successful white paper or infographic will likely have more reach and impact than a full-blown display campaign. Based on all these developments, here are five recommendations on how to deliver a successful content strategy:
- Connect with your existing customers more often. If you are able to identify their current challenges, you will be able to create useful content that is a relevant solution.
- Explore new channels: podcasts, webinars, blog posts, and Video Series should all be part of your marketing strategy.
- Focus on the quality of your content: address real-life problems and provide realistic solutions to relate to your potential customers.
- Explore different metrics to evaluate the success of your content: time spent on a page, the number of times a piece of content has been shared, bounce rate, and overall engagement are metrics that will give you a clear picture of what your potential customers are looking for.
- Be flexible with your strategies: Consumer behavior is changing, and so is the channel they buy products. This means tapping into new potential markets that might not have been a primary focus in the past. Be flexible with your content strategy and prioritize reaching new audiences.
With ad blockers on the rise, third-party cookies are disappearing, and more user demand will be left to advertisers to win the trust of their potential customers. Investing additional resources in increasing the volume of clicks and website visits will not generate a successful connection with target audiences. In the era of engagement, quality content that delivers added value will be key to capturing new customers and increasing reach within the market segment that we are targeting. Understanding customers and the solutions they seek, testing new waters, and investing in different content formats will provide advertisers with cost-effective results.