In my last blog post, we talked about generating brand awareness through digital channels. So how do you keep those prospects engaged with you and on the path to making a purchase decision?

Part II – Interest Phase

Remarketing – You got users to your site by one or more of the methods listed in the Awareness post. Since you’re a savvy digital marketer, you probably thought to add remarketing code to your site before you started. Now you have a pool of users who are now aware of your product or business. Build a remarketing display or Facebook remarketing campaign and re-connect with those users.

Social Media – Stay connected with those potential users through your social media channels. Keep your content focused on quality and not on trying to make a sale from every single post. A common misconception about social media is that it doesn’t generate direct sales so it’s not worth the effort at all. However, using the RIGHT channels and syndicating the RIGHT content can benefit your sales efforts and foster brand loyalty and credibility with consumers.

E-Mail Marketing – People who say e-mail is dead need a slap to the face. This is still one of the most cost-effective channels to drive interest (and actions) for your brand. Making it work for you requires a commitment to efficient database management, properly segmented lists and excellent content.

Content Marketing –  They found you through one of your creative blog posts. Now keep them engaged with more quality content. Content marketing helps to establish you as a thought leader in your industry. If you’re producing quality content regularly, you stay top of mind with consumers and when they are ready to make that purchase, you’re on the tip of their tongues.

The Interest phase can be tricky sometimes because you don’t want to be too pushy but you also need to know when to present the right offers to potential customers to get them to actually buy. Keep customers engaged with your brand with a helpful and informative approach.