Content that is engaging to your prospects is critical to marketing success.
Digital, or inbound marketing, can be measured via analytics, which is tremendously beneficial to marketers that want to measure and increase customer experiences and engagement. Instead of guessing at the messages that will resonate with the audience, consider A/B tests, which measures alternative messaging based on a single idea, product or service. A/B test messaging can be measured across web pages, emails, social media and paid search platforms to refine your messaging for optimal impact.
Engagement can be defined multiple ways.
Some engagement metrics to look for in Analytics are: Time on Site, Bounce Rate, and Pages Viewed. Average web visits are brief and time is short to hook a prospect. Time on Site should be higher than 2 minutes. Bounce rates, which measure web visitors that land on your home page and immediately leave, should be south of 55%. Pages Viewed should be over three web pages. Conversions, meaning people that call or complete and submit a contact form, are the gold standard of engagement. Sometimes these happen after a single page visited.
A/B testing for enhanced engagement is as simple as testing two different headline photos, videos or content for the same product in a web page, email campaign, Pay Per Click ad or social media post. Note reactions on social media such as comments, likes, shares and click throughs. For organic and paid search engine clicks, measure time on site and conversions through the website. For email campaigns, measure email open and click through rates.
Try this strategic approach to enhance your response and increase efficiencies in the ad spend. Contact me for an analytics review of your site to improve your messaging.