How to Design a Killer Post-Click Engagement Campaign

With millions of your marketing budget spent on social media, native, display, mobile and email, how can you ensure you are reaching the right people? How much should you invest in each channel? How do you know that your target audience understands your products? How can you get people to engage with you after they click on your ads?  How do you know your marketing dollars are working? How can you improve the performance of your campaign without re-doing the entire plan? These are all questions marketers ask themselves before implementing an effective post-click engagement strategy. Post-click engagement has proven to deliver reliable and measurable results at lower costs than other traditional brand marketing tactics. By overlaying a question and answer experience with your landing pages, brands have the opportunity to entice consumers to learn more and spend extra time engaging with their content.   Setting up a post-click engagement campaign takes less than 30 minutes.  Here are 5 steps to consider when planning your post-click engagement campaign:

1. Determine the goal of your post click engagement campaign.
What do you want to achieve with your campaign? A content download? A product purchase? More time spent engaging with your brand? Whatever your post-click marketing goals (lead generation, purchases, acquisition, engagement) it’s important to define what the metric of success should look like after the click because questions can be crafted in a particular way to drive different results.   It’s also important to consider which consumer information you’d like to capture (email, phone number, name address, registration).

2. Identify the content that will appeal to your target demographic.
Knowing your customer is vital for a successful post-click click engagement experience.  You can leverage A/B testing to determine what products and unique selling points are resonating with your target audience. It’s important to feature products or content in your post-click engagement question and answer experience that define your brand and let people know what you are about and how they will benefit.

3. Create a call-to-action (CTA) that will engage your target audience.
Now that someone has clicked on your ad, this is your chance to hook him or her!  Choose words that convey urgency and will entice them to explore your content. This will get consumers to seriously consider participating in your post-click engagement experience. An effective post-click experience compels the users to stop and pay attention to your content and messaging right away.

4. Provide a reward that will entice your target consumer to interact with your brand (coupon code, free content, chance to win).
Consumers need to be given a reason to take action immediately, rather than later. Promotions and incentives are a great way to create intent to purchase. Offering a percentage or dollar amount off the purchase price is usually enough to get users to engage with your content. Effective offers can include same day sales events, exclusive content, countdown offers or sweepstakes. Many brands find that their rewards are redeemed at a higher rate when the consumer earns them through a post-click engagement experience.

5. Track your progress.
You should know which metrics to watch to determine if your post-click engagement experience is successful. Make sure you track which marketing channels (social, mobile, display, email, video) the lead or sale came from so you can invest in those channels that deliver the best results and optimize the channels that are underperforming.  Jebbit’s software, for example, includes an analytics tool that gives you this information. It measures the value and ROI of every dollar spent and helps you understand every consumer interaction including completions, social shares and conversions with real-time customizable analytics. Smart marketers understand the power of engaging consumers after the click for achieving success with their digital media campaigns. By setting definitive goals, providing compelling content and tracking results, you get a sense of what works and resonates with different types of targeted audiences.  The brands that will succeed in the long run are those who not only invest in optimizing their media buys but who also focus on delivering engaging consumer experiences after the click. Have you experimented with post-click engagement to complement your marketing efforts? What results have you experienced?