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Customer reviews increase users’ trust

Customer reviews increase users’ trust

At Yoast, we’ve seen a lot of websites of every caliber. Every website has its own issues, but all websites benefit from optimizing the conversion rate. It really doesn’t matter if your goal is more sales, more Facebook likes or more newsletter subscribers. One thing that helps almost every website is the right use of reviews. A lot of websites do have reviews, but just having them simply isn’t enough.

Before we dive in, if you want to learn more about user experience (UX) and other essential SEO skills, you should check out our All-around SEO training! It doesn’t just tell you about SEO: it makes sure you know how to put these skills into actual practice!

Here, we’ll explain how to make the most of your reviews, and what steps you should take to find out how they work best for you. We’ll start with explaining why they work in the first place!

Why reviews work

Reviews can help your ecommerce site in more than one way. Let’s take a look at why they’re so powerful:

The trust effect

Reviews are a powerful source of information for users, simply because they’re more trustworthy. Think about it — if you’re buying a product, who are you more likely to believe: a salesman, or a friend of yours who has already bought that product? The salesman has reason to present biased information about the product. He wants to convince you to buy, because that’s how he makes money. Your friend, on the other hand, doesn’t have much reason to be biased, because they won’t get any extra benefit from persuading you to make a purchase.

Online shops and digital marketing are likely to be perceived by users in the same way as a salesman. Your website exists for a reason — to help sell your products — and all of the content and advertising you produce are intended to be persuasive, rather than purely informative. Now, user reviews aren’t exactly the same thing as getting advice from a friend, but they are very similar. Users leaving reviews online shouldn’t have any extra motive to tell you “buy this product, it’s great!”, and you probably have some things in common with them if you’re looking at buying the same products.

Of course, you shouldn’t be misleading your customers. But even if you’re telling the whole truth, your users have no way of knowing that before they make a purchase. This is especially true with experience products – products of which it’s hard to predict if they work before you actually use it. Reviews can reassure users that the claims you make about your products are actually true.

Extra information

So trust isn’t the only reason why reviews work. Or, at least it shouldn’t be. While a lot of the reviews we encounter in ecommerce shops are fairly vague, even those vague ones shed some light on the workings of a product or service. This is exactly what reviews should do: give some insight into the experiences of others so that people can make up their own opinion. A good collection of reviews can confirm the fact that your product is awesome, but they can deliver a lot more information too:

why it’s awesome,how it works andwhy it worked for the person writing the review.

That’s all very product-focused, but reviews can also share information about:

the buying process on your site,the delivery andmaybe even someone using your 30-day money back guarantee.

Your visitors will feel more encouraged to buy if they know that every aspect of your online shop has been successfully used by other people, and that they were very satisfied with it!

Only real reviews increase trust

Reviews are powerful in creating trust, and not just for online shops. Research confirmed that positive reviews can significantly increase sales. In fact, reviews were found to be a more important cue for judging the trustworthiness of an online store than the overall reputation of that store. That was the case some years ago, and that hasn’t changed. But obviously, you can’t just slap some glorifying texts on your site. Your testimonials have to earn the trust they evoke.

It might sound counter-intuitive, but even negative reviews can be useful. However, you do need to show visitors you’ve adequately responded to the customer who gave the negative review. It’s normal to receive a negative review once in a while. How you react to those negative reviews is important, especially for future customers. This is also precisely why you shouldn’t remove negative reviews or submit fake ones. Your reviews need to look genuine and trustworthy. And they’ll only look real when they are real.

Testimonials: a special kind of customer review

Testimonials and reviews have a lot in common: they both use real user experiences to give potential customers a better understanding of what they can expect. But there are some differences too. Reviews can usually be left easily by any user who wants to share their opinion, while testimonials have often been carefully selected, and might even be edited. For the same reason, testimonials typically involve more storytelling, and present only the best experiences customers have had with your products or services.

Another important factor is that reviews can be anonymous, or include very little information about the person writing it. Meanwhile, a testimonial is likely to include more details about the person writing — ideally, a well-known person with a good reputation. It’s a good idea to add an image (a real image, not a stock photo) of the customer who’s provided their testimonial. This will make your testimonials feel more personal and relatable. Even better: help your customer to create a video testimonial instead!

Influencer marketing

Speaking of people with a good reputation, you’re probably already aware the power of “influential people”. There are some people that are so well-known in their areas of interest that their opinion really carries weight. This is due to the Halo effect. Wikipedia has this to say about the Halo effect in marketing:

“The halo effect is also present in the field of brand marketing. One common halo effect is when the perceived positive features of a particular item extend to a broader brand.“

With testimonials from influential people, the product will be perceived as better or more trustworthy. As you’ve read, this can even transfer to your entire brand.

Obviously, there’s one major criterion for this: the person would have to be considered an influential person in the field you’re offering products or services. If we were to receive a great testimonial for our Yoast SEO Premium plugin from Miley Cyrus, it probably wouldn’t carry much weight with the people we’d like to influence (agencies, website owners). Nevertheless, a lot of people would probably install the plugin, but perhaps not for the right reasons. You get my drift.

Paid promotion

In recent years, the use of influencer recommendations on social media has become really big business. At first, these recommendations and reviews were shared as if they were totally spontaneous and authentic. In many cases, they weren’t. Most influencers sharing reviews and recommendations on social media were being paid to do so, or were incentivized in some other way. This led to strict rules about how influencer marketing was practised: nowadays, it’s a requirement for influencers to make it clear when they’re being paid to promote a product.

Where to put your reviews and testimonials

Over the years, we’ve noticed that quite a few of the websites that do have reviews and testimonials, but they don’t place them prominently. Put simply, if nobody sees them, they’re not going to benefit anyone. So if your testimonials are hidden away, only appearing on the testimonial page and nowhere else, odds are not a lot of people will see them. So you need to put them on pages where people will find them. On your product pages and near call-to-actions would probably be good spots.

It’s good to have your reviews or testimonials placed somewhere visible on your site. But that’s not the only place they can have a positive impact. Having user reviews on other platforms — platforms you don’t control — can really help to show that these reviews are unbiased and impartial. For instance, we get a lot of reviews on our plugin page at Meanwhile, there are sites like TrustRadius where users can leave reviews about any company. You’ve probably seen reviews on Google Maps too, and these are particularly useful for local businesses. Finally, social media is increasingly important, and it doesn’t always matter whether it’s an influencer talking about your company, or just an ordinary customer. It’s a good idea to keep an eye on what people are saying about your products, and respond appropriately whether it’s positive or negative.

Read more: Ecommerce checklist: 30 tips for a better online shop

Time to earn those stellar reviews – and use them!

If you read this article up to here, you probably agree that all this makes perfect sense, right? To get the best reviews and really reap the rewards, you’ll need to deliver quality experiences and delight your customers. If you allow users to add reviews on your site, you can use structured data to (potentially) get yourself a review snippet in the search results. Showing off your overall star rating in the search results is a great way to stand out from your competitors!

Our plugin earned this star rating from reviews on

One last thing: reviews aren’t just useful for prospective customers. They’re an excellent source of inspiration to improve the way you do things, too! So let your customers share their experiences. If you do it right, it’s bound to pay off.

Is there anything we missed? Or do you have something else to contribute? Let us know in the comments. Thanks!

Read more: How to get ratings and reviews for your online business »

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5 ways to promote inclusion in your marketing organization

5 ways to promote inclusion in your marketing organization

Traditional diversity management practices are like resuscitating a canary in a coal mine, says Dr. Lauren Tucker, CEO of Do What Matters: “Too often we focus on the canaries,” she said in her presentation at SMX Next, “and nobody’s thinking about the miners or the root of the issue, which is what’s happening in the mine that’s threatening the canaries and the miners.”

Tucker and her team asked important questions about these challenges that companies everywhere should take to heart: “Could we create sustainable change by reframing the approach to diversity and equity and inclusion by starting with inclusion first? What if we focused on the operational inefficiencies in the organizations that fostered exclusion and bias?”

Image: Dr. Lauren Tucker

Inclusion management is about getting the right people doing the right work, says Tucker. Here are five ways she suggests marketers promote inclusion and diversity within their companies.

Prime yourself and your colleagues for critical thinking

Tucker recommends marketers use the phrase, “The task at hand requires critical thinking,” to get their team members thinking more deeply.

“You can use this as an integral part of facilitating meetings and collaborating,” she said. “Say this out loud and you can prime people to undercut that fast thinking that we usually bring to meetings and make sure that we are being thoughtful about what we’re saying, what we’re doing, and how we’re interacting.”

These practices can help marketers make critical thinking habitual. This first step, if taken seriously, can reduce the influence of unconscious bias that affects people’s choices and behavior.

Reframe excuses regarding inclusivity

“When it comes to inclusion, equity and diversity, there are a lot of people we call ‘knee-draggers,’” Tucker said, referring to colleagues that are reluctant to make positive changes for inclusivity. “And it’s often because they think this is a zero-sum game.”

“It’s a win-win game, but sometimes we have to reframe the conversation to undercut the excuses that are given for not working on a more inclusive culture,” she added.

Marketers can change perspectives on inclusivity by highlighting alternative ways of thinking. Phrases such as “A great idea can come from anywhere,” or even the more hardline “Are you sure your team [is] the only one with the best ideas in the entire organization?” may open up colleagues to have a more inclusive conversation about where ideas come from.

Examine your perceptions

“Assume that everybody around you is at their best — putting their best work on the table,” said Tucker.

By starting with a good faith view of others, marketers will have to justify any negative personal evaluations of their team members. This can help open their eyes to bias.

“Make sure that you are not making quick judgments that are inexplicable or negative about somebody’s performance,” she said. “Maybe they’re just doing something differently than you would.”

Look at the bigger picture

We often fall into the trap of stereotyping other ideas or people based on reinforcement biases. This tends to occur when we view our work in a silo, rather than seeing its connection to the rest of our organization.

Tucker recommends asking questions to broaden these views and those of coworkers: “Get in a room with your colleagues and start to ask, ‘Are we reflecting the full complexity of the human experience, or are we leaning too far to one type of an experience versus another?’”

Opening your department or organization to the bigger picture can undermine bias and encourage greater creativity and innovation.

Get managers and colleagues asking, “Why not?”

Instead of asking organizations to introduce these practices as “add-ons,” marketers should present these changes as necessities.

“Frame inclusion as a must-have by getting managers and colleagues to opt-out and give reasons why,” Tucker said. “Ask managers to identify and express reasons why we shouldn’t use a certain inclusion nudge instead of trying to convince them about why we should.”

When enough people believe inclusion should be foundational in their company, there is a greater chance that higher-ups will listen. Tucker encourages asking managers to identify and express why they would be against further inclusion and diversity, rather than trying to convince them that these values are important.

But this focus on inclusion must be directed at oneself, too, she says. We all have our deficiencies when it comes to diversity, whether they involve other people or departments — becoming aware of them will make it easier to fast-track these transformations.

“Include people, information, ideas and knowledge into your processes. Nurture and embrace differences instead of polarizing, conquer outdated social norms and discriminatory practices instead of maintaining them.”

“A lot of times inclusion is about making sure you have the right disciplines in the room,” she added.

Watch the full SMX Next presentation here (free registration required).

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Consumer research differentiates brands this holiday season

Consumer research differentiates brands this holiday season

Tis’ the season to send our current year packing with a swift kick and start the new year off on a high note. And brands that are doing precisely that this holiday season are arming their teams with the most accurate, real-time consumer research possible. Let’s see how that looks and ways your brand can still take advantage of opportunities that consumer research has to offer this holiday season.

The state of holiday gifting

The state of holiday gifting in 2021 is rife with unprecedented shifts in consumer and market behaviors that have yet to settle from the pandemic. This is partly because we’re still in the midst of some scary situations, but it’s primarily because consumers have permanently shifted their purchase behaviors in a whole host of ways.

As we examine more in-depth in our Consumer and Market Intelligence Report: Holiday Gifting 2021, retailers should fold easily identifiable consumer behaviors into their strategic planning this holiday shopping season – and move these same concepts forward into 2022.

For starters, the overwhelming sentiment around sustainability matters is fairly negative – and this concept weighs heavily on the minds of consumers this season. Consumers have increasingly held brands to a socially aware bar, which has certainly affected their purchase decisions. And with the timing of our global environmental summits coming at the height of the holiday buying season, there’s a general sense of anger around the topic.

Fig 1: Consumer sentiment word cloud

This is definitely something that retailers should be following closely – but it’s far from the only top-of-mind concern. The key guidance for brands this season is to remain flexible and allow data to drive decision-making and pivots in positioning, as there will likely be many shifts in the coming weeks. Spending is on the rise in many segments, after all, but capturing any part of it will require understanding the intersection of consumer values and purchase behaviors as cost-conscious consumers make hesitant steps toward your products. Retailers must map out relevant and meaningful tactics to entice hesitant consumers.

And there are challenges that further complicate the season, including supply chain concerns, labor shortages and waning consumer loyalties from those whom brands thought they’d already won over. We’ll look at each a bit further here, as well as some top gifts we see consumers clamoring for online. And we’ll share some changes that retailers can make to capture a sizable piece of anticipated profits during this emotionally charged shopping season!

Supply chain challenges and labor shortages

Consumers expect unprecedented out-of-stock messages from retailers and have started their holiday shopping early to ensure timely delivery. But they know that even that may not be enough, with nearly 40% of small businesses in the US experiencing supply chain delays during the Coronavirus pandemic. Contrast this with eMarketer forecasting US retail sales during the holiday shopping season to surge 9% to $1.147 trillion, with e-commerce accounting for 18.4% of total retail sales, and you have a recipe for extreme disappointment.

As a result, because they can’t meet demand right now, many retailers are holding back on shopping deals this year. And even those retailers secure in their inventory numbers are dealing with their own unique challenges as many do not have sufficient workers to run their stores and meet consumer demand in that way. Workers who are showing up are quitting in higher numbers, too, due to stress and subpar wages. And this also ties into the shift in consumer spending, as it speaks to value-based spending as much as sustainability concerns do!

Consumer purchase behaviors shifting

The 2020 holiday gifting season set everyone on edge due to its pandemic-induced unpredictability – and waning consumer loyalty added to the troubles.

And as we charge into 2021’s prime gift-getting period, retailers turn a wary eye toward their prospects, with those looming labor and inventory shortages. As mentioned at the outset, thanks to the timing of our global environmental summits and the general sense of anger around the topic, sustainability benchmarks are something that retailers should be prepared to message out.

To put a finer point on things, as the visualization below communicates, consumers seek sustainability in fashion, footwear, food and travel. You can be sure consumers are seeking the same from you even if your category isn’t mentioned below or in the news right now. You’ll have your moment when you’re not ready for it – so be ready for it!

Fig 2: Visualization of sustainability and shopping conversation from 8/21-11/21/21

Consumers are no longer loyal to particular brands, as e-commerce has opened up an entirely new world of shopping for many of them.

And, as hinted to in our section about labor shortages, consumers are noticing those as well – and they’re not impressed. Retailers who pay workers what people consider subpar wages are being increasingly shunned by an extremely observant consumer base. Their loyalties trend toward shopping small and supporting a more entrepreneurial spirit, with DIY shops cleaning up this season.

With inventory, workers and consumer metrics all in disarray to varying extents, it has been more important than ever for brands to keep close tabs on consumer research to take the temperature of their virtual showrooms and understand which components require immediate attention first.

Brands that are getting this right are not only surviving but thriving as consumers share their purchases and purchase intent with others on social media, forums, blogs and news sites. It’s an incredibly viral and lucrative way to promote one’s products, assuming you’re in touch with your audience and know who to call on to help you get the word out!

Top gifts consumers crave

The trick for retailers will be pivoting towards those unclaimed dollars by creating precisely what their consumers crave. And this requires understanding purchasing behaviors and values and where these elements intersect on the customer journey.

As we explored the holiday shopping landscape, we found a variety of top gifts capturing consumer attention – our top three (out of a list of 15) are shown below.

Fig 3: Top 3 brands on our 2021 favorite gifts list

As noted above, the categories winning market share support shopping small, DIY, sustainability (by way of upcycling others’ second-hand items) and then an ever-present push toward technology. More specifically, we see gaming taking over across many consumer segments.

Brands finalizing their overall planning to round out Q4 and set the stage for 2022 need to be sure to keep what we’ve detailed above in mind. Consumers are watching and your time to connect with them and create long-term relationships is now. There are consumer segments that are spending lots of money this year, and if they’re not spending with you, it’s time to figure out why. Analyzing consumer research relevant to your specific category is a gift that you can give yourself – and one that will keep on giving throughout next year!

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How to Create a Facebook Business Page (Step by Step)

To get your business on Facebook, you need to create a Facebook business page. Fortunately, the process is easy and straightforward and it only takes a few minutes to complete. To set up a Facebook page for your business you’ll need a logo, a cover image, and a brief description of your company. These are […]

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Google Ads issue resulted in spend fluctuations for tROAS and Maximize Conversion Value bid strategies on December 2

Google Ads issue resulted in spend fluctuations for tROAS and Maximize Conversion Value bid strategies on December 2

Advertisers using the Target ROAS or Maximize Conversion Value bid strategies in Google Ads may have experienced spend fluctuations on December 2, 2021, a Google spokesperson has confirmed to Search Engine Land. The issue has since been resolved.

Tip of the hat to Brett Bodofsky and Michael Robideau for first bringing this to our attention.

The issue. After noticing an abnormal spend increase over a three-hour time period, Robideau got in touch with a Google Ads chat support agent. “After checking, I found there was a technical issue on Dec 2nd. Advertisers who are using the Target ROAS or Maximize Conversion Value bid strategies on some campaigns have experienced spend fluctuations on December 2, 2021,” the support agent said, adding, “The issue has been identified by the team and is resolved.”

Another Google spokesperson also confirmed the issue to Search Engine Land, stating, “Customers using the Target ROAS or Maximize Conversion Value bid strategies may have experienced spend fluctuations on some campaigns on December 2, 2021. The issue has been resolved and everything is now working as expected.”

Why we care. If you are using the tROAS or Maximize Conversion Value bid strategies in your campaigns, Google says the issue has been resolved, so you shouldn’t see abnormal spend fluctuations. Nevertheless, it’s still a good idea to verify whether you were impacted on December 2 and make note of the issue.

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Content Marketing Ideas That Increase Customer Engagement

In today’s digital world, customer engagement is all the rage when it comes to attracting and retaining customers. The current online market offers people unlimited options and exposure to many different online stores, and the only thing that differentiates you from the rest is how you engage with your customers. It goes without saying that customers, even in the digital world, still love to be engaged with the shops that they are buying from. 

According to one statistic, companies that successfully engage with their target market enjoy 63% lower customer attrition rates than companies that don’t consider customer engagement a necessity. 

So the only question now is, how do you successfully engage with your customers through content marketing? 

In this article, you’ll be looking over three platforms where content marketing can play a huge role in increasing customer engagement for your brand of which are: Social Media, Youtube, your website and blog. 

Content Marketing on Social Media

1. Be Involved in Trends

The first thing that you should get into when it comes to content marketing on social media is learning what trends are and what you can do to take advantage of these situations. 

Trends are the cogs that make social media platforms run, and it’s one of the targets that you should aim for when it comes to content marketing on social media.

The reason for targeting trends? There are about 3.78 billion people that use social media, and if you would target around 0.01% of that through social media trends, you’d be hitting around 376,000 people.

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The best way to hit that 0.01% is being involved in social media trends where people would be most likely talking and engaging with others, brands or not. It’s the highest possibility for you to engage with your target audience.

Let’s take, for example, NFTs or non-fungible tokens. It’s one of the current trends in 2021, and it’s not only in social media that the world is abuzz, but even on the entire web, its popularity is growing according to Google trends

Now, there are two questions that you need to consider when it comes to this example of a trend – is it relatable to your current business, and would it be well worth the effort of being involved in it?

If your answer to both of these questions is no, you’d best move on to another trend that you will find yourself targeting the audience you want.

You can split trends into two different categories, niche trends, and hot trends. 

Niche trends are more of a group of specific people that are coming together to talk about a certain topic in their own area. This trend is not really welcoming to other people that are not associated with the group’s topic.

On the other hand, hot trends cover a huge area in social media, and you can distinguish these trends as things that can affect most people’s daily lives from politics, news, music, fashion, and other things.

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The importance of learning the difference between the two is that you can’t be involved in all the trends that are happening on social media. 

You have to choose which ones you prefer to get involved in and get the most attention closely related to the audience that you want to attract. 

What is the use of talking about NFT’s when your business is a pizza restaurant? 

So with that in mind, social media trends are a great and mostly free way to target a specific audience that you want to funnel to your business. The only thing that you need to look out for in deciding on which trend you want to invest your resources in.

2. Partner With Influencers

Influencer marketing is one of the leading strategies to use when it comes to both promoting your brand and increasing customer engagement. 

When browsing through Instagram, Twitter, or even Facebook, it’s hard to go through the entire site without seeing some sort of influencer showcasing a hotel, a shampoo, or a shirt that they recently got.

It’s an effective strategy to use, especially if you’re just a new brand that is looking to get some attention quickly. Influencers already have an existing audience that is following their content, and with this comes an opportunity for your brand.

Collaborating on creating social media content or doing some small nudges on adverts here and there on their content can be a great way to grow your brand. To give you an idea of how effective this strategy is, 9 out of 10 brands utilize influencer marketing.

It’s just that good of a deal. 

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Let’s use another example. 

We’ll be using this website, it’s a drug rehabilitation center that is looking forward to supporting patients with drug related problems. 

Now, let’s say that you are looking to help people be involved in your program. 

What better way to convince people to go through with it than influencers talking about your program and their testimonials on how great your facilities and staff are?

Heck, you can even grab the attention of influencers and let them promote your brand for free if they think that they can get good content out of your business or they believe that your business is a good thing to advertise to people that need help.

Influence marketing can help you connect with their audience and yours with the content that you create, as people would be a lot more comfortable knowing that someone that they consistently watch vouches for your brand.

3. Maximize Post Frequency

Now, posting frequency is a dilemma that quite a lot of businesses tend to fall into when it comes to creating their social media presence. You got the content, and you got everything that you need to get going, but one thing still makes you uncertain.

How many times should I post in a day to get the most engagement?

Take a look at this data on tweet engagement from SocialBakers. 

Frequency matters. There’s no doubt about that as after a certain number, you might as well be beating a dead bush. You don’t want to post content that otherwise could be used on the following day and get a lot more engagement.

To make things worse, there are tons of social media platforms out there, and they have their own quirks and differences, so they surely have different times to best post your content on, right? 

This especially rings true once you get a lot more into it with the different industries that you’re involved in. 

What’s the best frequency to post if you are in the real estate business? What about if you are a clothing brand? There’s too many factors to consider.

Thankfully, you don’t need to think about it too much. According to HootSuite, the best  “general amount” to post your content on the following social media platforms are: 

But keep in mind, these aren’t definite results. The best way to measure the amount for your social media posts is on your own testing and analysis, but these can help you figure out the frequency of how you post for your first time.

With that said, content is always king when it comes to social media marketing. 

Good content will always be popular and attract the much-needed attention that you want no matter when, where, and how it was posted. 

That’s the golden rule when it comes to content marketing, but it does help to know some of these tidbits of info, especially when you’re just starting out.

Youtube Content Marketing

1. Know Your Audience & Target

For Youtube content marketing, you can expect some differences when it comes to how you strategize to promote customer engagement as this is a video-sharing platform.

You might need to give in more resources from money and time to make quality videos to promote customer engagement. However, the most likely chance you can promote customer engagement for your Youtube platform is to just know your audience first.

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Knowing your audience can help you set the tone and way your videos shape out. It can help you determine the way you address your viewers to maximize your capacity to convert them into potential customers.

Let’s use this website as an example. It’s an alcohol detox program similar to what we used as an example before. 

For this, let’s say your audience will most likely be families. The best way that you can go through them is to probably use a softer tone. Your way of speaking in the video and presenting yourself should be on the side of being helpful and reaching out.

That way, you can touch a critical aspect of your audience. In this case, they need help and are probably desperate for it, and you are offering it to them. What better way to do this than being soft and convincing that you can help them with their problem?

This is why knowing your audience matters because your content also reflects back.

2. Optimize Your Videos!

As Youtube is a video-sharing platform, there are always techniques that their platform uses to find the best videos to recommend to their users. You want to take advantage of that because you want the platform to recommend you to people.

The premise is that simple. What you’re going to do is basically Youtube optimization and it can be a bit tricky at times.

First thing’s first, if you are planning to be highly involved in Youtube content marketing, you will need to organize your pipeline correctly. Basically, you would want a video asset management tool to keep things smooth.

But let’s get back to the platform and the optimizations that you can do, first thing’s first and it’s keyword inclusion on your titles. 

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1st Optimization – 

The first optimization that you can do is integrate keywords that people are searching for to get the video that they want. You can do some background research on which keywords are most searched for. This allows you to hit the right audience that you want.

2nd Optimization – 

Include important tags and categorize your video, this works the same way for the description, but this helps a lot more for the platform to identify which videos are similar to yours and the chances of you getting recommended in the same tags are a lot higher.

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3rd Optimization –

The last thing that you can do is to optimize your video description. Inserting your keyword there and providing an adequate description is good for both your viewer and the platform’s algorithm to know what your video is about.

Doing all these optimizations can help with your video getting views, and with views comes many different people that will be more willing to engage with your content in the comment section below. 

3. Create a Series

Creating a Youtube series is a lot better than posting individual videos, and the reason for this is pretty straightforward – you can deliver a lot more valuable content. 

Not only that, but you also expose yourself to plenty more tags, descriptions, and categories with each succeeding video that you create in your series. 

Not to mention the fact that if you have an existing series such as, let’s say, a digital marketing course, you’ll be able to just copy that and put it into a video format, so you don’t really need to start from scratch

Your viewers who are interested in learning will be much more likely to stick around and remember your brand as they know that they will learn a lot from you with each series that you produce.

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However, the most important thing here is that they’ll most likely be engaging with the content that you create as they go through the course. Questions will be flaring up and with each question is an opportunity for you to engage with your audience. 

You can even do a live session in-between your series to engage with your viewers actively. If that’s not possible, then consider having a live meeting with them through a private channel where your viewers have to fill up a form to attend. 

That way, you can also get more information on your audience and at the same time connect with them with what they want to know from you. 

Your Website & Blog Matters 

1. Choose a Fitting Design

User experience is one of the telltale signs that you’re doing the right thing when it comes to creating an engaging customer website. It not only helps with customer engagement but also keeps visitors on your site.

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According to one statistic, 88% of users would not return to a site after having a bad user experience. That’s a percentage that you should highly consider because that’s a huge amount of potential clients being lost.

User experience and website design should always go hand-in-hand with each other. If you want people to engage with you, you should provide a place for them to do so, and what better way to do that than the site that you have.

Let’s take a look at Flamingo as an example:

It’s slick, it’s clean, and it’s just beautiful. You’d want to talk to these guys and ask them about their product even if you don’t need it. Their website design is a testament to giving the right user experience to their audience.

The best way to mimic this is to always consider your website’s design, from the layout to the color scheme and all the way back to how your user would navigate through your site.

It’s an effort that you should work on with your web developer because you cannot engage with your customers in the first place if they’re not interested in visiting your site at all. 

2. Promote What You Write

Now, you have a blog for your site, and that’s a great step towards improving your content marketing strategy, but before you can get customers to engage with your blog, you first have to get the customers to be attracted to your blog. 

You have to get their attention first, and the best way to do that is through implementing other marketing strategies for your brand. Successful email marketing campaigns are a good start where you can get a lot of attention to your blog from your existing clients.

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The same can be said for predictive dialers if you have them at hand for your business. Social media and even video-sharing platforms are great funnels to get users into your blogging page. 

There are so many ways that you can promote your blog and your site. Once you successfully promote your blog and start getting the numbers rolling with the number of people viewing your content, you’ll be expecting engagements sooner or later. 

However, as mentioned before, content is king, and you have to make sure that the content that you write is as engaging as possible because if it’s not, then why should your customers engage with you?

With that said, include a call to action to your blog, ask questions to your readers, be relatable, show your personality, and even go ahead and bribe them for engaging with you if you have to. 

Your main goal is to get your readers’ attention while at the same time trying to provide ways for them to communicate with you through the content that you create.

But even if it’s not engaging, the more people that you attract to your site, the likelihood of people to connect with you also increases because someone will eventually ask a question or inquire about something to you, and that’s what matters at the end of the day.

3. Offer Promo’s or Free Items

As mentioned in the previous part, bribe your readers with a bit of reward. Give a free promo here and there and offer some incentives whenever they participate. If you are planning to do a survey, then reward some that joined in on your activity. 

This works best if you’re an eCommerce platform, and it doesn’t have to be anything specific. You can sell anything from everything to niche products like Halloween Costumes, and this strategy will still work and quite effectively. 

According to one statistic, customers engagement is highly influenced by the price of the product, amounting to almost 81%, followed by quality 80% and convenience 55%

By offering promos, you both increase the chances of a customer buying your product and properly engaging with your site. Maybe they’ll inquire more about this promo that you are offering or even might suggest it to a friend.

There are plenty of other ways to engage with your customer when it comes to eCommerce shopping, and it’s not only through promotions but also with emails.

Cart abandonment emails are some ways that you can approach eCommerce shoppers whenever they leave something behind and haven’t proceeded to the checkout phase.

Now, in this case, you can also offer them promos such as free shipping to convince them to push through their sale, and this might motivate them to leave a good comment on your product as well.

Rewarding and promoting customer engagement is a technique that you can reliably use to start customers interacting with you, and from there, you can start building on that relationship further to increase other customers ‘engagement with your brand as well. 


Content marketing is an excellent channel for you to increase customer engagement, and you can even consider it as a growth hacking strategy, but it can be pretty tricky to get right, especially on different platforms that you are using.

However, with the right amount of experience, techniques, and hard work. It can be done, and you can get many benefits with it as growing customer engagement also coincides with other factors from increasing sales, promoting your brand, and overall just growing your business. 

Burkhard Berger is the founder of Novum. You can follow him on his journey from 0 to 100,000 monthly visitors on His articles include some of the best growth hacking strategies and digital scaling tactics that he has learned from his own successes and failures.

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