You can’t expect users to engage with your brand in the same ways as before. Society has changed, and getting visitors hooked has become a different challenge. The average attention span of a person was estimated in 2015 to have dropped to 8 seconds, compared to 12 seconds in 2000. And we must also take into consideration that people are exposed to more content, advertisement and choices than ever before. Hence you can not expect readers to stick to a long, dull and explanatory text. So how do you get visitors to engage with your brand? Neuroscience points to a solution: interactive and educational content in order to empower your message and reach your audience in a memorable way.
Marketers are always going on about the need to be user-friendly. And they are completely right! What's more annoying than a website that takes forever to load or links that mis-orientate you? If you want visitors to stay focused on your content, its access and presentation needs to be intuitive and impeccable. The spotlight is on logical hierarchy in the options, clarity of the choices, simple website structure. For printed elements this could mean being well-edited, consider having photos and overall being digestible for the reader.
But can you go above and beyond?
If you think of your content as the window into your company and brand for your visitors, you can give them a fuller and more engaging experience.
Going beyond user-friendly means bringing the best experience possible to your visitors through different content. Think about your users and what they are really looking for and make it visual! For example, Online shopping platforms know that a picture is worth one thousand words and strive to offer the potential customer the “most real” experience of their product in order to convince. They use videos, product photos, zoom-in options and examples of the use of the product. This quality content gives the potential buyer the best preview possible of the product.
Consider replacing long texts with videos which are a more snappy and personal approach. The majority of views prefer seeing videos to reading texts and have a better recollection of the information they received.
The vast majority of marketers today who use video say that it’s an important part of their marketing strategy. The most commonly-created types of video are explainer videos, presentation videos, testimonial videos, sales videos, and video ads.
Customer reviews go a long way in engaging visitors.
Reviews are as old as time (the British Museum has a written customer complaint in clay dating back to 1700 BC, if you can believe it!), but we count on them more than ever today. People are confronted with never-ending choices and rely on reviews to navigate in the sea of offers. Numerous and truthful reviews will boost customer loyalty towards your brand.
It’s possible to post certain customer reviews on your website. Never underestimate their power as it shows a past client has deliberately taken the time to value your product.
Testimonial videos are also a great way to build trust towards your brand. Putting a real client in front of the camera is a big step. Viewers will be sure to connect on a personal level with this customer as their testimonial shows they are really grateful to the brand. Testimonial videos show the authentic and real feel of the customer and show this person has genuine gratitude towards your product.
Calls to action are an essential part of content. After talking about your brand, it’s the moment where you ask your reader to intervene, where you invite them to “take action”.
A huge BUY NOW button on your website is an obvious “call to action” for sales. What are effective calls to actions to engage your audience?
On your website, with a SIGN UP call to action, you could offer readers to sign up for your newsletter and stay tuned to the next awesome content you will release for them. For example for TakewayContent.com you can sign up to our newsletter here to get more updates and blogs like these. Okay, that was a little cheesy but you get the point!
This is a great way to keep them following your brand's publications . These “calls” obtain your visitor’s e-mail address, which is great for creating leads, and turns a one-time visitor into a member of your audience.
The goals of these are not to directly sell your product, but to get your audience to engage with you, remember you, read about you, think about you and feel involved with your brand.
Moreover, it’s a soft sale where your client does not feel pushed to the purchase.
For example, a gastronomic tour company that hosts premium food tours in different cities offers a discreet “Call to Action” on their website. Visitors enter their email to receive a free mini-guide about tips to dine out like a local. The company then emails the visitor and keeps them updated about new experiences and updates in their weekly email. It is a great way to keep leads interested and informed about your brand.
A discreet call to action on a blog or paper support could be ending your content with an open question and an invitation to get in touch with the writer. This makes your reader feel involved and invites him to think over what they just read.
Who are you and who is your company? It’s great to be able to communicate your core values and your message with your audience. More than anything, people want to hear the story behind it all. And if they do, then they will remember you and maybe even tell your friends about you. You may remember Phil's recent article about the power of story-telling, where he underlines why you should be telling your audience stories and shows us EVERYBODY has a story to tell. He points out that telling a story reaches our audience on a personal and relatable level and becomes a powerful marketing tool.
Today, showing yourself goes much beyond the classic “meet the team” page on your website. People want to put a face on things, and understand who they are buying into. If you can communicate to them your hopes and inspirations, they will believe in your brand and support your products.
Whatsmore, in today’s globalised world, companies often outsource, even across to different countries. So it is becoming a real asset to be able to show your brand's human side. It is reassuring for your audience to see who our team actually is.
Recently, a stag&hen party organiser based in France told their story to the entire country in a movie. The film called Budapest is based on the real story of how 2 friends that were fed-up with their monotone corporate job decide to start a stag&hen company. And boy-oh-boy was there a good movie to be made! Their lives unravel as their company begins to organise the craziest bachelor parties ever. Apart from being an entertaining movie, it has done wonders to their business as it makes them human, interesting, accessible and most of all memorable!
Sometimes, your visitor isn’t interested in purchasing your products straight away. But if they take the time to read you, it shows they are interested in your topic or your branch.
Being exposed to your quality content shows them that you know what you are talking about. At Takeawaycontent we love sharing our expertise in how to articles because our client’s value it and it becomes a two way street strengthening the relationship.
Hence, the importance of not just focusing on selling your products, but creating a discussion around your topic. Volunteering advice, information and news. This can take many different forms, a common way to share with your readers is whitepapers. For example, a real estate agency could decide to offer an analysis of the state of the current market for homebuyers.
Even if the reader isn’t ready to buy property just yet, they will appreciate the analysis and place his estime and trust in the brand.
An important home-improvement store regularly posts videos on their channel about DIY home improvement projects and decoration projects in a “how-to” format in order to teach and inspire their viewers. These educational-content videos allow viewers to remember the brand and make it their reference point for future inquiries and purchases.
The aim is being to help readers understand an issue, solve a problem or make a decision.
By lending a hand, you are putting yourself out there as an expert in your field, and showing you are trustworthy and competent.
To sum up, how to get visitors to engage with your brand? Put yourself in their shoes, of course! Tell them stories they want to hear, be accessible, be genuine, show yourself, share with them and show your skills. Create content that speaks to them, answers their questions and keeps them connected through videos, posts, articles and presentations.
We hope you liked our article and we have managed to engage you-wink wink- !
If you have any questions, would like to comment or simply feel like chatting with us, don’t hesitate to give us a shout!
Wendy is the project manager at Takeaway Content. Fluent in English, Spanish and French, she is really easy to talk to and she's an expert in content strategy.