The Power of Engagement: 3 Ways to Convert Emotions into Sales

April 18, 2012 at 12:12 pm | Posted in Analytics, Digital Marketing, Relevant Content | Leave a comment
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In preparation for my panel presentation at Digital Summit next month, I’ve been thinking a lot about engagement, and it’s come to my attention that not all web marketers fully realize the power of engagement.

After all, the term can mean a lot of different things depending on who you’re talking to, and since it’s not a tangible thing, it can’t be measured to any accurate degree. Thus, marketers who live and breathe analytics are often wary of discussing their visitors’ level of engagement. Nonetheless, engagement is an important factor in the conversion process—in fact, it may very well be the most important.

In today’s climate of content overload, engaging your audience is crucial if you want them to give your product or service more than momentary scan. They key to engaging your audience is tapping into their emotions. As most marketers are aware, it’s these emotions, not logic, that drive purchasing decisions. So just how do you wiggle your way into the hearts of your prospects, and what do you do once you’re there? Here’s how to master engagement in three simple steps.

1. Know Your Visitors

In order to know what your visitors are feeling, you have to first know who they are—all of them. Create personas for different segments of your target market and analyze each of their agendas. At a very minimum, ask yourself the following questions:

  • What are your clients’ values?
  • Why would they want your product/service—what problems does it solve for them?
  • What are their primary concerns about the product/service?

2. Tap into Their Feelings

They say all emotions are derived from either love or fear. With this in mind, your job as a marketer is to either wow them with your product or service to the extent that they fall head over heels in love or show them how you can prevent their fears from becoming a reality.

3. Present them Personalized Content

What one emotion unites us all? The desire to be loved, of course. Show your visitors some love by making the effort to present them with personalized content based on their gender, location, previous visits, referring web sites, and more. Not only will the information be more meaningful, but your visitor will take notice of the gesture. After all, people like to be catered to, and when they are, they usually respond in turn.

What efforts are you making to increase engagement on your website?

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.


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