How an effective website, strategic social media marketing, and engaging content can boost brand visibility, customer engagement, and revenue.
Engaging with your customers is more than just about selling products or services today; it’s about creating experiences that resonate with them not only on a professional level — but on a human level. This trifecta of customer engagement—consisting of an effective website, strategic social media marketing, and engaging content—serves as the cornerstone for boosting brand visibility and driving revenue. And, on social media you only have a few seconds to capture the hearts and minds of your customers so don’t lose the opportunity.
Even as AI tools are evolving and upping the wow factor, it’s critical for organizations to take a strategic, holistic view of their existing website, social media, and content marketing strategy to maximize these channels and increase revenue.
We summarize some of the best practices for each part of the trifecta.
Trifecta Part 1: Compelling Website Design
Analytics: Data always reveals the truth and guides the way. Tools like Google Analytics allow you to understand user behavior, enabling you to tailor your website to meet customer needs effectively. This data-driven approach can help identify what content resonates with your audience, optimizing their experience on your site.
Effective Use of Grids and Images: Grids have been around since the advent of graphic design, well before web and digital took its place of prominence today. A well-structured grid layout can make your website visually appealing and easy to navigate, providing flexibility to handle many different content types. Coupling this with high-quality, impactful visuals and succinct messaging can significantly enhance user engagement. Apple’s website is a prime example, where the effective use of a strong grid provides structure and balance to messaging, product images and videos that showcase their products and white space to provide breathing room, or visual pauses, between content areas.
UI/UX Design: No surprise here but the user interface (UI) and user experience (UX) design of a modern website should be intuitive and streamlined. Navigation should be simple, with a clear hierarchy and easy-to-find information. And the information architecture (IA) needs to employ top-down, local design thinking that minimizes clicks to any piece of content on the site. Most modern websites today–no matter what the design elements are–use a minimalistic design that focuses on clarity and ease of use, ensuring users find what they need without unnecessary complexity.
Mobile Optimization: With over half of global website traffic coming from mobile devices, a website must perform flawlessly on mobile devices and tablets. A mobile-responsive design provides a seamless experience across devices, maintaining functionality and design integrity. QA tools like BrowserStack allow users to replicate content over multiple devices, software versions, and platforms to ensure site content is optimized and performs as expected.
Video and Animation: Incorporating video and animation can differentiate a website by providing an engaging way to tell a story and capture an audience. From large splashy home pages to video content like explainer videos, product demos, marketing videos and stories, moving content on a website helps simplify complex concepts into digestible content.
SEO: Implementing search engine optimization (SEO) practices ensures your site ranks higher in search engine results, making it more visible to potential customers. Using keywords naturally, optimizing meta tags, and creating quality backlinks are key strategies. There are many turnkey platforms today that offer an SEO toolset that enhances its visibility through targeted keywords related to SEO services.
Leads Capture: Like Alec Baldwin’s character Blake said in the movie Glengarry Glen Ross, “A-B-C” means Always Be Closing. Or in this case, always be capturing leads or leading to the next touchpoint. From a simple form to fill out or scheduling a Zoom meeting or phone call to signing up for a webinar or downloading a piece of content, always drive to the next step.
Trifecta Part 2: Strategic Social Media Marketing
Impactful Campaigns: Creating campaigns that reflect the needs and preferences of your audience is crucial. Nike’s “Just Do It” campaign, for instance, connects with people who believe in the brand mantra and mindset and use powerful storytelling and visuals, encouraging people to push themselves beyond their limits.
Reverse-Engineering from Customer Needs: Understanding your audience’s needs and pain points first and reverse-engineering campaigns to what they seek on platforms like Meta, LinkedIn, or TikTok allows you to craft content that addresses their interests and challenges. This approach ensures that your messages resonate more deeply with your audience.
Use of Analytics: Leveraging analytics tools provided by social platforms helps refine your strategy by understanding what content performs best. This insight allows for more targeted and effective campaigns.
Creative Execution: Employing a variety of content types, from static and animated ads to story-based content, can capture the audience’s attention in different ways. Testing different strategies to see what works best allows you to refine your approach continually.
Paid Media: Utilizing paid advertising on social channels can help attract a more targeted audience, increasing the effectiveness of your campaigns. An example is how Airbnb uses targeted ads to reach potential hosts and travelers, showcasing unique properties and experiences.
Trifecta Part 3: Engaging, Desirable Content
Value-Driven Articles: Providing content that educates your audience about trends, solutions, or industry insights establishes your brand as a thought leader. For example, many blogs today, like HubSpot, offer great actionable content like marketing insights and tips, and are a go-to resource for many professionals. Content can’t be recycled, needs to have a point of view and communicate information that people are searching for.
Storytelling: Incorporating storytelling into your content can captivate your audience, making your brand more relatable. Stories of how your products or services have impacted customers can be particularly powerful. These can be presented as use cases, customer success stories, or even as a narrative in a series designed to highlight key topics from the point of view of the user or even from the inside of the company.
Diverse Content Formats: Moving beyond traditional written blog posts to include videos, podcasts, infographics, and interactive content that provides a fun, engaging user experience is differentiated from the same old same old.
The new rule is that there are no rules—employ the format that works best for your brand and is desirable for customers to experience. For example, YouTube’s vlog format is an excellent example of providing valuable content through videos that educate and inspire delivered by everyday people that have a skill and an opinion.
Above All, Make Meaningful Connections
By employing a mix of traditional and innovative strategies, brands can create much more meaningful connections with their audiences. These connections not only drive engagement and revenue but build loyalty that contributes to sustained business growth.
Just iterate and test, iterate and test. There is no finish line—only continuous improvement.
In what area of the trifecta does your company need a little help with? Schedule a 30-minute conversation here.
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Alex is the president of Adventure House and is based out of New York. He lives with his family and little cavapoo, Daisy.