When running an online marketing campaign, the best-case scenario is generating lots of traffic, building immense brand loyalty, and then funneling all your traffic into successful conversions, resulting in greater revenue for your business. Unfortunately, campaigns don’t always work this way. There could be a flaw in your conversion strategy, leaving your massive traffic stream essentially useless, or there could be a holdup in your traffic generation strategy, filtering only a slow trickle through your otherwise successful high conversion rate.
Customer engagement and conversions are both important elements to your online marketing strategy, but invariably, you will need to place a greater emphasis on one over the other. Deciding which to focus on can be difficult, especially when you’re working with a limited budget, but it’s important to set a primary goal; otherwise, you could spend your time and effort inefficiently.
Conversions can come in many forms, such as getting a user to make a purchase, sign up for an email list, or simply fill out a contact form. No matter how you choose to qualify a conversion, committing to improving your conversion rate can be extremely beneficial for your campaign:
Engagement is more of a long-term strategy, manifesting in your content marketing and social media marketing strategies. Through engagement, you’ll nurture a network of fans and followers to come to your site (or landing page) in greater numbers. There are some key advantages and disadvantages to favoring engagement over conversions:
Once you’ve decided which is your primary goal, you can start taking the necessary steps to improve that area of your strategy.
Before you start improving your conversion rate blindly, take a look at your current setup for any glaring problems:
Aside from those initial errors, you can make gradual adjustments to refine your strategy and improve a landing page that’s already good:
If you want to drastically improve your conversion rates, the best thing to do is set up a separate, yet similar landing page. Make significant alterations to the design, the headline, the layout, the offer—everything you can think of. Then, use the same flow of traffic directed to each of the landing pages, and measure which landing page is most effective. This is called an A/B test, and if done in a few separate rounds, you should wind up with a landing page that incorporates all the best elements of all prior landing pages, and produces the greatest number of conversions as a result.
Improving your engagement strategy isn’t going to be as cut-and-dry as improving your conversion rates, but there are a handful of strategies you can refine:
The key principle to remember with your engagement strategy is that it takes time to produce results. Increasing the amount of content you syndicate isn’t going to lead to a direct increase in traffic, but when combined with other properly aligned engagement strategies, you’ll start to see improvement month over month.
Both engagement and conversions are necessary components of your online marketing campaign, and you’ll have to address and refine both over time. Keep this in mind when you outline your short-term goals.
If you’re interested in a free audit of your current brand engagement and conversion strategies, contact us! We’ll take a walkthrough of your current efforts and point out key areas for improvement.