Marketers love social media for the opportunity it represents as brands aim to engage people and boost user acquisition. Facebook’s 1.3 billion+ user base is enormous and it presents a massive opportunity for marketers. However, with the days of free reach for organic posts numbered and people’s new feeds more cluttered with paid ads, marketers are increasingly looking for ways to make their social media marketing more effective.
That’s where post-click engagement comes in. Post-click engagement is a great way to improve people’s experience with your brand. With post-click engagement, you can link fans or followers from a Page post or Tweet to a landing page and then prompt them with an interactive question and answer experience to engage more deeply with the content and receive a reward. This experience when combined with social media posts or ads leads to higher conversion rates, longer times of engagement and more social activations.
In case you are wondering why you should go after people who have already landed on your website, consider that for the majority of websites, only 2% of web traffic converts on the first visit.
Retailers, sports teams, travel companies and other ROI-focused companies are seeing a huge lift from their post-click-engagement campaigns. On average our data shows that post-click engagement:
- -Increases social activations by 36%
- -Increases conversion rates by 31%
- -Decreases bounce rates by 23%
- -Increases time of engagement by 2 minutes, 12 seconds
Here are some ways that post-click engagement can help you engage people on social media who have already expressed interest in your product—a natural for your brand building and customer acquisition goals.
With retailers increasingly investing in Facebook ads, adding a post-click experience to their campaigns is a no brainer. For example, a leading home goods retailer posted an ad on Facebook with a call-to-action encouraging them to answer a few questions to receive a 20% discount code. By answering three separate questions on three different landing pages about their products, the consumer had the opportunity to receive a 20% off coupon.
National sports teams are engaging fans and building loyalty with interactive branded experiences once they click through their Facebook posts or Tweets to a landing page. In this use case, a national sports team could engage fans with a weekly trivia series, rewarding fans with discounts off tickets or team merchandise.
With the average U.S. family spending $1,180 on a vacation, post-click engagement is a great way to inform people about flights, hotels and vacation packages. For example, a national hotel chain could create a post-click engagement experience by creating a post or running an ad that encourages people to receive a discount off their stay. Once clicked, people would be encouraged to answer a series of questions to learn more about a specific resort or property. After completing the questions, the consumers would receive a reward such as a discount off a reservation or a complementary meal in the hotel restaurant.
Tying it all together
Don’t forget that getting visitors to your website is only half the battle. The true value for marketers comes from what happens after someone clicks their social media content or ad, so it’s important for brands to focus on the interaction once people get to their web content and offer a reward to more actively engage with them. Without investing in the post-click experience, the consumers will click past a static page without an incentive to engage. Engaging consumers after the click is your best bet for closing the sales cycle and fostering customer loyalty.