We are at an interesting point in the history of advertising. On the one hand, it has never been easier to target and reach the specific group of buyers who need to see your ads. But on the other hand, it has never been more difficult to grab their attention… much less earn their business.
The key is to put all the advantages of modern search and social advertising platforms on your side without losing the interest of your market. In other words, it’s all about increasing engagement.
That’s what today’s post is all about. Here are three simple tips you can use to boost online ad engagement starting today…
1. Join a Conversation Already in Progress
Most marketers attempt to attract customers by throwing a hook, headline, or image that catches someone’s attention. That can work, but an even better strategy is to join a conversation that is already going on in their minds and simply add to it.
If you know what your target market is thinking or worrying about, then use that knowledge. It’s infinitely more valuable than your products, your services, or even the benefits you provide. Not only do most people agree with themselves, but they tend to fixate on immediate problems and solutions. So, by touching on something they were already spending mental energy on, you can draw them into your sales funnel more quickly.
Not sure what sort of conversation is happening among your buying audience? Talk to a few prospects and customers or look into interest- or industry-specific social media groups. What you’ll learn will be invaluable.
2. Repeat Your Most Important Sales Points
Because of the way most of us interact with the internet these days, it’s difficult to get buyers to hold on to a train of thought. Even if they have an interest in what you provide, they might not act upon their desire right away.
With that in mind, an easy way to boost conversions and sales is to keep reminding them of what you can do. The most obvious way to accomplish this is by using retargeting ads that pull them back to your brand again and again. Just be sure that as you build your campaigns out, you stay with the most pertinent sales messages. Buyers can absorb one or two key points over time, particularly if they see them again and again. But throwing more than that can confuse or overwhelm them.
Repetition has been considered a “must-use” advertising strategy for a long time because it aligns well with human psychology. Put modern digital ad techniques to good use.
3. Get Creative in Your Delivery
If you are following strategies in the first two tips we’ve recommended, the only thing left to do is separate yourself from the competition. That means going the extra mile to stand out a bit.
We are all hardwired to notice things that are more interesting or attractive than usual. Do your advertisements fit that description? Many marketers, if they were being honest, would have to admit that they are wasting money on lackluster ads.
This is one area in your campaign where a good creative team can be worth its weight in gold. A team of designers, digital experts, and online ad specialists can’t tell you why buyers choose you instead of a competitor. But if you give them those insights they can emphasize them in a series of ads that convert again and again.
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Putting together a profitable ad strategy isn’t always about spending more money or designing dozens of landing page variations. Often, it’s the result of small and consistent improvements made from one step to the next.