Maybe you’ve been at a fancy restaurant, only to look over at the corner booth and see a young couple who can’t seem to keep their hands off of each other. They’re canoodling, they’re sharing food, and they’re generally showing to the world that they’re, like, so totally in love.
And then your gaze glides over to another table, and you see, perhaps, an older couple. They’re sitting in silence and swapping bites. For them, the passion seems to be missing, that spark just burned out with time.
In a lot of ways, gaining and retaining clients for your business can be a little like entering into a long-term relationship. At first, it’s all about the thrill of meeting each other, and seeing all the amazing, novel things you can do together. But over time, familiar patterns settle in, and the old tricks just don’t seem to be working as well as they used to.
This is particularly the case when it comes to digital marketing, centered on high-quality content creation. While some things, like blog posts primed for SEO success, only get sweeter with time, the fact is that other elements slow down or stop working on audiences altogether the longer they’re in play.
If you’re seeing lower clickthrough rates across the board, less social engagement, or poor email open rates, the simple fact of the matter could be that the spark is gone with your audience. The good news? You can use fresh marketing techniques to bring it back!
Here are some surefire ideas for rekindling your audience’s passion for your brand:
On Social Media
Seeing fewer “likes” and “loves” on your Facebook posts? Getting less referral traffic across your social channels? One thing to keep in mind is that social networks are always in a state of flux; sometimes it’s not you, it’s the algorithm.
But, with that said, there are a few longstanding tricks, rooted in conventional marketing, that you can use to reignite engagement and activity on your brand’s social media content.
One idea? Give your profile a makeover! Best practices for cover photos and profile pictures on Facebook, Twitter, and LinkedIn change frequently, and if you haven’t refreshed your visual content in a while, the look and feel of your profile may read as out of date to new audiences. Plus, revamping your visual elements, or adding/updating your “about,” “story,” and “services” tabs, gives your existing audience something to interact with, and a cue that you’re still active and engaged with the social platform.
Another tried and true method to step up likes, shares, and overall engagement in a short span of time is to launch a contest. Maybe you’ll give something away to a random person who likes and shares your latest post; maybe you’ll offer a special discount to your one-thousandth follower. You’d be astonished how much a short-term contest can forever bolster your long-term social media audience.
Finally, if you’re willing to invest a little bit of extra money into social media, you can always expand your reach with paid ads. Just about every relevant social network now offers powerful advertising tools, all primed to help you achieve a specific goal. Whether you want to increase your follower count, drive referral traffic to a landing page, or increase engagement and buzz around your page, there’s a social campaign out there for you – and getting started may take less cash than you might think!
Not seeing the email open rates or clickthrough that you’d like, particularly compared to your past successes? Don’t despair! You can win your email list back – no boombox or tearful monologue in the rain required.
For one thing, it may simply be time to refresh your approach to digital newsletter creation. When was the last time you rethought your subject lines? Making a few tweaks to this vital field could do wonders to increase your open rate. Focus on writing headlines that appeal to your audience’s emotions, or which offer a unique insight or deal; above all, keep them short and snappy (50 characters or fewer!).
You may also want to take some time to do a little bit of clean-up when it comes to your email list. Clearing away inactive subscribers could be one way to help ensure that your emails don’t read as unwelcome spam.
It may also help to start with personalization, if even at the most simple level. On the one hand, this could mean designing emails that are specifically tailored to individual audience members, based on their names, location, buying habits, or any other identifying information. More simply, personalization could mean experimenting with the timing and frequency of your emails, or breaking up your recipient list into broad “segments” based on engagement rates, demographics, or other factors.
And, if all else fails, consider swinging for the fences – by porting over your email marketing to social media! Some early preliminary studies show that launching a social messenger campaign, via Facebook or Slack, could help substantially increase delivery and clickthrough rates, all at a lower cost per lead than email.
On Your Website
Once, your website was your crown jewel. Your finishing move. You knew that once you got your customer to that landing page, the deal was all but done. But now, you’re a little embarrassed of your site – and you find that it’s not converting the way it used to.
Fortunately, there’s plenty you can do to remedy the situation!
For one thing, you may want to consider reinvesting in fresh content. If you haven’t been consistently producing on your blog, you could be sending a signal that you’re not engaged or active online, which could alienate potential clients before they even get a chance to enter your conversion funnel.
Simply restarting your blog after some time away could be a great way to reinvigorate interest in your site (particularly when you amplify this high-quality content on social media and over email). You may also want to consider refreshing old blog content with new multimedia elements. Videos, podcasts, infographics, high-quality images – all of these things can drive interest, increase time on site, reduce bounce rate, and encourage conversions!
Taking a step back, it’s also important to consider if the time is right for a website refresh. Are all of your links and navigation elements still in prime working order? Does your site look great on mobile? Is it quick to load? Does the branding seem modern and compelling? Do your forms and multimedia elements all function properly?
All of these elements matter – and making them priority number one could be a great way to jumpstart digital activity for your brand once again.
This is where the Geek Chicago team would love to step in! If you have any questions about what it takes to gain and retain customers in our digital ecosystem, our experts would love to help point you in the right direction. Drop us a line today to talk all things digital marketing, including social media, email, web design and development, and high-quality content generation.