{"id":844,"date":"2020-02-11T02:56:10","date_gmt":"2020-02-11T02:56:10","guid":{"rendered":"https:\/\/scalarly.com\/marketing-book\/?p=844"},"modified":"2023-09-05T12:31:03","modified_gmt":"2023-09-05T10:31:03","slug":"introduction-to-engage","status":"publish","type":"post","link":"https:\/\/scalarly.com\/marketing-book\/introduction-to-engage\/","title":{"rendered":"Introduction to Engage"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"jetpack-video-wrapper\"><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"1100\" height=\"619\" src=\"https:\/\/www.youtube.com\/embed\/kXWUoleaKJU?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/div>\n<\/div><\/figure>\n\n\n\n<p class=\"has-drop-cap\">Over the past few weeks, we have discussed everything about <a href=\"https:\/\/scalarly.com\/marketing-book\/digital-marketing\/\">Digital Marketing<\/a> including <a href=\"https:\/\/scalarly.com\/marketing-book\/guide-to-building-a-website\/\">step-by-step guides to building a website<\/a>, the best practices when it comes to writing for digital, web development and more. In the next series of articles, we will discuss important topics when it comes to driving traffic to your online assets.<br><\/p>\n\n\n\n<p>Driving traffic to your online assets is the goal of every marketer. After all, without traffic, how can you have an audience to convert?&nbsp;<br><\/p>\n\n\n\n<p>Not only that, but we will also discuss how to engage with the stream of potential and existing customers. We will share with you some incredible secrets on how to build relationships with your audience, and how to make them life-long customers.<br><\/p>\n\n\n\n<p>One of the best things about the modern world and the Internet is that it is now easier for marketers and companies to track your data. This means you can track every campaign you run, and use that information to create detailed reports on your campaigns and measure your results. More importantly, you can use this data to target your marketing more effectively.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Importance of Sales Cycle<br><\/h2>\n\n\n\n<p>It is incredibly useful to consider all of these tactics in terms of their influence on the sales cycle. The sales cycle is a crucial part of every marketing campaign.<br><\/p>\n\n\n\n<p>It is the typical sequence of phases that every customer goes through. Oftentimes, this sales cycle is represented as a funnel. The funnel indicates that there are fewer consumers further along in the sales cycle.&nbsp;<br><\/p>\n\n\n\n<p>Online Advertising is the crucial first step in this sales cycle. It is a tactic used to build awareness about and interest in your brand. This is done in so many ways. However, the most popular ones are performance marketing or Affiliate Marketing. Both of these are used to drive traffic and awareness for your brand.<br><\/p>\n\n\n\n<p>Once the first step is done, you can expect a number of people to hear or know about your brand. Companies often connect with influencers, other companies, and advertisers to be an affiliate. You have now made your mark, and if done right, it should be enough for people to be interested and search for you.<br><\/p>\n\n\n\n<p>Search Marketing is composed of<a href=\"https:\/\/scalarly.com\/marketing-book\/introduction-to-seo\/\"> Search Engine Optimisation<\/a> or SEO and Search Advertising. Both of these are very powerful because these are closely aligned with a customer\u2019s stated intent in the form of a search query. Oftentimes, companies hire SEO experts to build their online presence.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Importance of Social Media&nbsp;<br><\/h2>\n\n\n\n<p>After a potential audience searches for you on the web, they can start thinking whether they choose you as their preferred option for the product or service you are offering. This often hinges on how favorably you are seen by others in the market.<br><\/p>\n\n\n\n<p>This means that you have to be represented well not only on the World Wide Web and Search Engines but also on Social Media as well. Brands who market online needs to have a strong Social Media presence.&nbsp;<br><\/p>\n\n\n\n<p>A strong social media presence means you need to have a great following and great relationships with your followers. Online monitoring tools can help you understand how digital communities perceive brands, it is important to invest in these tools as well.<br><\/p>\n\n\n\n<p>To have a strong Social Media Presence, you need to engage with your audience. Build a relationship with them to make them feel like they are a part of a community or a family.&nbsp;<br><\/p>\n\n\n\n<p>Video Marketing is one of the best tools for engaging and capturing your audience&#8217;s attention. Be sure to take the time to invest in great video advertising.&nbsp;<br><\/p>\n\n\n\n<p>When it comes to building relationships with your customers, you can use digital channels to interact and engage with them. You can do this by social media, and Customer Relationship Management or CRM tactics such as email marketing. We will discuss more CRMs in the next article.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Increase In Mobile Uses<br><\/h2>\n\n\n\n<p>Everywhere you go nowadays, you can see people engaged in their phones. Gone are the days of sifting through phone books for advertisement, and looking for the nearest phone booths to make a call.<br><\/p>\n\n\n\n<p>Nowadays, it is easier than ever to connect. All it takes is a few taps on your phone, and you are good to go. Smartphones make it easier for people to have web access. This is why marketers and companies are capitalizing on this great opportunity.<br><\/p>\n\n\n\n<p>This is also why it is important to understand that the majority of your audience will view your website from a mobile perspective. Mobile Marketing plays a huge part in creating awareness, driving direct action and building relationships with your audience. Check out our article titled Mobile Development for insight into this topic.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Engaging with your Audience<br><\/h2>\n\n\n\n<p>In the next few chapters, we will also discuss engaging with your audience. These chapters will provide you with a deeper understanding of how to track, report on and pay for various online campaigns.&nbsp;<\/p>\n\n\n\n<p>For easier understanding, we have provided a list of terms you will see used throughout the next chapters. These are listed below:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Impression &#8211; this is when a piece of online content or an advert is served and seen by a web user.&nbsp;<\/li><li>Interaction &#8211; this is when a user interacts with an advertisement or content. For instance, when a user watched your video, played a game or left a comment.&nbsp;<\/li><li>Clicks &#8211; from the word itself, this is when a user clicks on a link or advert. While some may think this is similar to interaction, it is actually not because when a user clicks, they usually go to a different page on the web.&nbsp;<\/li><li>Action &#8211; most of the time, the predetermined action is used when a customer makes a purchase, or sign up for a newsletter or download content.<\/li><\/ul>\n\n\n\n<p>These terms are reflected in the different ways of paying for and measuring online campaigns. As we go through the next chapters, all of these will become clearer. These are the foundations that need to focus on before tracking and measuring your campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"has-small-font-size\">\u00a9 Image credits to <a href=\"https:\/\/www.pexels.com\/@kaiquestr\">Kaique Rocha<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past few weeks, we have discussed everything about Digital Marketing including step-by-step guides to building a website, the best practices when it comes to writing for digital, web development and more. In the next series of articles, we will discuss important topics when it comes to driving traffic to your online assets. Driving traffic to your online assets..<\/p>\n<a class=\"read-more-link\" href=\" https:\/\/scalarly.com\/marketing-book\/introduction-to-engage\/ \">Read more<\/a>","protected":false},"author":1,"featured_media":1137,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2106],"tags":[],"class_list":["post-844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-engage-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Introduction to Engage &#187; Little Marketing Book &#187; Introduction to Engage<\/title>\n<meta name=\"description\" content=\"Driving traffic to your online assets is the goal of every marketer. 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