The flywheel approach: getting website visitors to engage
In our last article, we talked about attracting more people to your website. No matter what your current conversion rate is, this alone should lead to an increase in business.
When you can improve your conversion rate too, not only are you bettering what you did before, you're going to turn even more of this increased traffic into leads – and hopefully, new business.
The first step you should take is to get the potential customer to engage with you.
What sort of engagement are we looking for?
Inbound marketing is effective because it's about giving people what they want and letting them find it. When we talk about engagement, what we want is for customers or users to take the next step and interact with your company in some way. In almost every case, this requires a clear and relevant call to action.
The simplest form of engagement is to have someone follow you or subscribe to you on social media. They're most likely to do this if you're sharing useful or otherwise valuable content on your accounts. This is their way of telling you that they're interested in what you have to say.
On your website, they may sign up for your newsletter. One effective way of encouraging people to do this is by offering an ebook in exchange for an email address. Often, this ebook will be related to the editorial calendar for your blog, and it's a good idea to offer several ebooks throughout the year targeting your different customer personas.
Why do people engage?
The simple reality is that people will engage with your business if they think it's of benefit to them. This is why your online presence and the content you provide is of such high importance.
If you use your blog just to talk about how great you are and as an obvious sales pitch for your services, people are going to be very quickly turned away – often to your competitors. Instead, by offering content that informs or engages with potential customers, potentially solving one of their problems, you'll be showing off your expertise, which can help gain trust.
For many people, this will be their introduction to your business and there's a huge difference between a good and a bad first impression.
How do you encourage engagement?
People have different ways of interacting online. While some will be more than happy to engage with you of their own accord, many need a prompt. To do this, you should include a relevant call to action in your online activities. This can come at the end of an article or video, in a social media post or in the form of a dedicated landing page.
Many businesses start doing this on social media and in blogs by asking for comments or asking questions. Getting comments from people is a form of engagement that can hopefully lead to more interaction in the future, especially if you keep the conversation going in a positive way.
Telling people they can subscribe or follow you to get regular content updates can encourage more people to sign up. Directing people to a landing page (such as to receive an ebook on a topic of interest) also works better than hoping people engage with you of their own volition.
The next step in the process
Once you've encouraged people to engage with you, the next step is to delight them and convert them into a customer. This can be done through a number of ways which will be discussed in a future blog post.
This article is one in a series for website owners and marketers looking to increase online business. Read more on the attract, engage and delight process here.Return to Blog
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