Online Marketing is Great – Only if its Sticky and gets you Clicks.

The concept of sticky marketing is an old one. It holds great value in the world of online communications.

Why do you think -

·     Social media is such a big repository for content?

·     Browsers enable bookmarking?

·     Blogs carry bookmarking icons on their pages?

It is because sticky content appeals to us, and if we cannot act on the appeal immediately, we bookmark the content for future reference. That bookmark is a click that converts a casual or interested browser into a lead and that lead may end up as a customer. It all begins with sticky content. Sticky marketing is that which we remember. If you wish to boost engagement levels on your website, you need to make the content sticky. Higher engagement, higher recall, and repeat visits are all a function of sticky content.

When we delve a little deeper, we realize that sticky content must also be easily accessible. It is an important aspect of a pleasant user experience for someone who comes to make a purchase on your ecommerce site or for information on your blog. A proper directory structure and logical internal linking are crucial elements that will ensure that the carefully crafted sticky content ranks high for organic search and allows for intuitive on-site navigation.

So, how does one get around to creating sticky content. Inspired sticky content happens only when you’ve done your homework. You need to be on the same page as your audience. You need to know about their wants and desires, and you must be able to quench that desire or direct them to the right path for quenching that desire with your sticky marketing. Sticky marketing takes the conversation forward. And in the end, you get a customer who with little care will become a client. The care , in this respect, alludes to a fantastic customer experience, again and again.

Once you have information on your intended audience, then your wizardry with words, images, and videos comes into play. You have at your disposal humor, pathos, wit, empathy, and such emotions to craft a compelling message.

While the objective of sticky marketing online is to get the visitor to click on the call to action and take the interaction forward, you must ensure that your copy and messaging does not degenerate into clickbait. Because if it does, then that’s bad news for your business and your brand. Nobody likes clickbait. Search engines and ad platforms do not take kindly to advertisers and marketers who use clickbait messaging in order to generate traffic.

Sticky marketing is a very big opportunity to build your brand’s image and boost brand recall. Do not let that go waste. A tabloid kind of copy will only generate a passing interest and not much sale. Be classy in your approach. Class is permanent.

Let us take a look at how brands can come up with sticky content that encourages the audience to take the next step forward –

·     Give the audience something to think about. When you succeed in doing that, you’ve got them involved in the communication process. They either will leave with food for thought or will act on their thought on your website itself.

·     Reach out on a personal level. Bland, generic messaging will not register. And in social media, brands have an excellent platform ideal for personal communication. You can actually have a one-on-one with your targets. Use images, stats, personal experiences, and such tools to create a compelling message.

·     Be honest with the content. If you wish to strike a chord with the reader and coax his emotions so that he remembers your messaging fondly, then don’t take the reader’s intelligence or sensibility for granted. You will induce the desired action only when you have the reader’s trust. 

A. Mardikian