This article was written by Ted Dhanik
Engagement is a nebulous metric. It could mean that someone clicked your ad, or in some cases it could mean that someone just saw your display advertising. You can use these tricks to boost the right kind of engagement, converting interested visitors into paying customers.
Social media is a powerful tool for creating engagement in your user base, because your users are already socializing on networks like Twitter and Facebook. Maintaining a social presence can also bolster any paid advertising efforts you may use. Marketers have the option of placing ads that funnel users to a social media page or a landing page. A social media page may have long-term value for the right brand, but a conversion is never a bad thing.
Retargeting allows you to place a pixel that records when a user has visited a page. This allows marketers to reach visitors for a second round of offers. You can use separate banner advertising with more compelling offers, or track when a user is about to buy and use banner advertising to get them to convert for good.
Creating a compelling offer is the most direct method of getting a conversion. All the fancy retargeting tricks in the world won’t help a campaign without a solid call to action. Search advertising is a good place to search for ads with a compelling call to action, but remember that display advertising uses text differently than search. Keep text to a minimum, using images and colors to convey your benefits more than text. If the viewer takes too long to read your call to action, you will miss out on the sale.
Bio: Ted Dhanik is a sales and marketing professional. Before he was co-founder of engage:BDR, Ted Dhanik helped to launch big brands like MySpace.com and LowerMyBills.com. Contact Ted Dhanik to launch your brands on a banner advertising network.