Chief Financial Officers are always looking for the answer to “What is the Return on Investment?”. Often with digital and social media it is tough to produce a robust solid response if you lack the architecture to measure.
Mansfield Inc. has developed a Digital Audit Program that evaluates digital presence, generates a report card, and outlines next steps aimed at improving website experience.
If your digital strategist and developer team is constantly upgrading your website, you may feel that your organization is safe, and the technology is up to date. However, if you do have a large team working feverishly, are they just supporting your current clients? If so the conversions that they are tracking for success may not be the same as the conversions that you need to track for client growth. While client retention may lead to increased margins or repeat sales, to grow your business new client acquisition should be a cornerstone strategy. Mansfield Inc’s Digital Audit can assess and determine how to extend impact to both nurture current clients and encourage new ones.
Here are a few questions to ask yourself to determine if your organization needs a digital report card:
Engagement and the measurement of engaged audiences on social media is a good way of building your brand’s audience, but these elements are only the first steps to a highly functional digital presence. A large, captive audience with nothing to convert them to clients is a lost opportunity. Appropriate architecture offers fact-based stats on the potency of your audience. This dataset will measure the visitors from social media to your website and their behavior as they browse content. Tracking conversions for successful content and user drop-offs for pieces that are not succeeding will offer you the data fueled evidence to help evolve the direction of your content and make you more successful.
Defining conversions are not just for income generating line items for the organization – they are cost saving strategies as well. In fact, a highly optimized website will also help to minimize overheads. For example, a Deloitte study regarding Talent Acquisition, new hire cost $4,000USD each. That spending was focused on the cost of recruitment agencies that accounted for 18% of the money spent to acquire each new hire.
With recent updates to the Google search algorithm that has placed open positions for companies on the search engine results page, with one click access to apply to those positions, search engine optimization will pay for itself. Web pages optimized for social media will allow for personal networking on LinkedIn to drive traffic back to your organization with the same techniques used by media companies.
Contact Mansfield Inc. to set up a digital audit so we can give you a report card on your website for back to school.
Anyone who plays video games can tell you how engaging they can be. By incentivizing players with goals and rewards and creating competition with between friends, they encourage players to succeed.
So, how can digital marketing companies or brands use these features to reach audiences and keep them engaged? It’s called gamification, and it taps into the desire for competition, collaboration and recognition through rewards, badges or points—turning campaign touch points into game-like interactions to stimulate engagement in a digital campaign or rewards programs. By incorporating competition, contests and achievements in an outreach campaign, advertisers can motivate their audiences to meet goals, compete to win and become more engaged in their brands.
Here are a few ways to incorporate fun and competition in a digital campaign:
Prizes and Rewards for Social Sharing
Share on social, win a prize. By offering your audiences rewards for sharing your promotions and services on their social networks, your brand is automatically invoking competition. Some basic examples of brands employing this technique includes Uber offering your first ride for free when you share their app with a friend.
In Convince and Convert, author Kristen Matthews outlines how Delta Airlines leveraged their flight attendants, known as ‘Red Coats’, into influencers by hiding their red flight attendant coats all over New York City. For six weeks, people used clues released through Delta’s social media posts to be the first person to find the red coat. Winners were given a free trip on a chartered and catered flight from New York to L.A. and shared their progress on their own social channels bringing more digital awareness for Delta’s promotion.
In the end, Delta had reached over 70 million people via Twitter and had over 180,000 direct interactions.
Easter eggs include things like unexpected rewards, inside jokes, a hidden message, or a secret feature that are unexpectedly given out or discovered by users. The sentiment behind this is that people aren’t expecting anything and get rewarded anyway, bringing them a positive impression and making them search for ways to find more.
Google is well known for programming in-jokes, games and references into the search bar function. In Business Insider, Jeff Dunn’s article lists 21 Easter eggs availablethrough the Google search bar, all accessed by entering various phrases into it. Users can play games like Atari Breakout, Pacman tic-tac-toe all within the search page. By adding these tricks, Google gives users a reason to visit even when they’re not searching for something. Use this Wikipedia article for a full list of Google’s Easter eggs.
Incentives and rewards are a crucial piece in the engagement puzzle. With proper and thoughtful design, they can be effective in providing optimal motivations for driving engagement.
In other words, gamification incorporates fun and a degree of competition into a marketing strategy. It also works with all brand fans and people who want to participate—not just the ones with large numbers of followers.