Use These Ideas to Leverage Progressive Engagement on Your Brand
Attention is the next currency of our time; those who manage to attract the audience’s attention win, while those that don’t quickly find their brands being forced into the shadows. However, gaining a social media following or seeing large amounts of traffic to your site is only half the battle – it’s encouraging these all too often passive consumers to engage that has become the real challenge. Without engagement there are no sales, which could explain why just 19% of marketers currently believe their content marketing is very or extremely effective, as shown in the graph below from Bright Talk.
Nowadays audiences have short attention spans and people are easily bored, so how can you encourage them to interact with your brand without inundating them with too much information and causing them to switch off? The answer lies in the practice of progressive engagement, as the team at Global Database will demonstrate in this handy guide.
What is Progressive Engagement?
Also known as gradual engagement, progressive engagement is basically a way to deliver content in small pieces to your potential customers in order to guide them through the sign-up process for a web application without the need to bombard them with lots of information in one go, or present them with a hefty form to fill in.
Instead, the complete registration process can be postponed and broken down into chunks, while still allowing the user to engage with the application, so that they are able to see for themselves the positives of using the service. This means that your business can still gather information from users while simultaneously showing them why your app is of value to them or their company.
How is Progressive Engagement Used?
While the traditional process for sign-ups is to get users to fill out a registration form and then leave them to their own devices, progressive engagement means separating the task into phases. The aim is to encourage them to interact with your application by offering access to it in stages, tempting them to offer more of their information in exchange for an increasing functionality.
The key is to prove to users that your app will be valuable to the user, while building their trust in your brand in order for them to be happy handing over more data. Instead of going in for the hard-sell, focus on building a relationship with your audience. You can encourage them to move further along the sign-up process by adding in certain limitations or pain points at different stages, but don’t overdo it or you’re more likely to see users disappear. Nowadays you should also be wary of asking for card details when offering a free trial; users have long cottoned on to the fact that you’re hoping they’ll forget to cancel and it instantly creates an air of distrust.
When you’re putting together the initial registration form, encourage users to complete it by sticking to the bare bones. In the majority of cases, the only fields you’ll need straight away are email address, password, and possibly a username. Things like full name, data of birth and location can be asked for further down the line, making the first part of the process much more appealing.
Segment Your Audience by Interest and Engagement
It’s no longer enough to target all of your potential customers with the same content – according to a study by EConsultancy, 83% of companies are now using at least basic segmentation in their messages, so if you’re business isn’t you’re already behind. No matter what industry you’re in, or your business size or model, there will always be variants in both the types of people who are interested in your brand, and how they interact with it.
Using segmented campaigns means that you can tailor the sign-up process to the different types of users interested in your app or service, as well as personalising your communications with them. As is shown in the graphic below from Salesforce’s 2017 State of Marketing report, the majority of consumers now prefer to have their experience targeted for them, and if that wasn’t motivation enough, according to research from the Direct Marketing Association, segmented and targeted emails generate 58% of all revenue.
There are several factors you can use in order to segment your users:
- By Demographics – Different types of people will have different needs and interests, so adjusting your marketing materials based on details such as age, location, job title, and hobbies is always a good idea. Clearly this requires some patience with progressive marketing, as you’ll have to wait for the user to complete steps in order to gain more information from them, so a useful solution if you’re in B2B is to use a database such as Global Database in order to get more in-depth information about a lead by simply searching using their name or work email address.
- By Engagement – It’s also a good idea to create different segments based on how users are interacting with your business. Social media likes, comments and shares can all be taken into account, as well as website views and email opens. You’ll want to give more to those who ask for more while building progressive engagement with the others to encourage them to re-engage.
- By Sign-Up Stage – Naturally with progressive engagement you’ll want to target those who are fully registered different to new sign-ups who have only filled out the initial form. This kind of tactic can also be used depending on how far down the sales funnel a prospect is, after they’ve completed the registration process.
Work with Qualified Leads
One of the biggest challenges in securing maximum engagement is ensuring that you’re targeting the right people. Regardless of how good your progressive campaign is and how much time you put into creating high-quality content, it’s pretty much worthless if it’s not aimed at relevant leads.
As is shown in the graph below from Infusionsoft’s 2017 Small Business Marketing Trends report, there are a number of ways that companies use to gain a more in-depth knowledge of their customers. However, the downside here is that the majority of them take a large amount of time and/or resources.
Global Database provides the ideal solution to this problem – you can quickly and easily build a contact list of qualified leads by narrowing your search using numerous filters such as job title, seniority level, industry, location, business size and more. This means you can focus on building content to engage them, while having enough background information to be able to personalise the registration or buying process depending on their likely preferences. With millions of potential leads, all including direct phone numbers and work email addresses, you’re sure to give your marketing efforts a serious boost.
Progressive engagement is the perfect solution to dealing with the problem of decreasing engagement in today’s fast-paced digital world. For users, being able to postpone the complete registration process while still getting to trial an app and see the benefits themselves is a win-win, and providing your app offers enough value they are likely to have no problem offering more of their information in order to experience the full service.