If increased engagement from the leads you receive is a priority for you, there’s something simple to keep in mind
You need to speak to people like they’re human, treat each touch point as part of one whole long conversation
If you treat each touch point as a singularity it can be awkward and jarring. The idea is to strive for engagement with every interaction rather than a liner one-time ‘ships passing in the night’ scenario
There are a couple of simple strategies you can employ to make sure you’re encouraging interaction in each interaction you have with your prospects
1. Create more opportunity for engagement on your website
On every page of your website, there should be an action you want your visitors to take. Tell them where you want them to go or what you want them to do.
Apart from the obvious benefit of maximising on the existing traffic you have coming to your website, you can begin to ‘train’ your audience to listen to the directions you give them.
If they’re in the habit of following your instructions, it won’t feel out of the ordinary when you direct them to take the next step of buying!
You can implement this by making sure you have chat bots on your site, asking them to get in touch, book a consultation or download content.
2. Make an offer with every interaction
For the same reasons that you might have a call to action on each page of your website, it’s important that you direct your prospects to do something with each touch
In the context of email, this also falls under the common sense rule: each email must have a purpose and provide value to the reader, otherwise, why bother sending it in the first place!
If you’re posting organically on Facebook make sure you’re striving to drive engagement or provide value to your online community, the same goes for publishing on your blog. If you’ve spent time crafting a piece of content make sure that you capitalise on that effort by asking to continue or begin a conversation.
3. Get their contact information
Imagine you sat down at Scarborough beach, you happen to strike up a conversation with someone two towels over and it turns out that they’re your perfect prospect!
They’re in the right situation and of the right mindset to use your solution, is it more likely that you’d get their information so you could offer to help OR let them walk away and hope that they remember you when they get back to their computer?
To be able to continue the conversation that you had, you need their information and this can be done through several methods. You can directly ask for their contact details in return for information (like a lead magnet or a newsletter), indirectly by using cookies to retarget them through Google and Facebook later with Paid Ads.
You can then continue that conversation and build trust by delivering valuable information, warming them up to a sale. If you don’t capture your traffic through retargeting or gather their contact information during the first touch point, it’s unlikely that you’ll move the relationship along.
Have a think about whether your touch points are one-off or parts of a conversation. Then go and inject some engagement-drivers wherever possible and you’ll have a much better chance of hearing back from your leads and generating more sales.
If you want to know about some of the cool tools and templates we use to drive engagement for our clients here in Perth get in touch with our team and take advantage of our free consultation.