Online Activation Tips For Your Business.

An online activation is a converting tool in the marketing mix. It is used for gathering leads, traffic, newsletter subscriptions, donations, social followers, and as an addition to your customer data platform. It brings many people into contact with your brand. Of course, you want to look good. With these ten tips, you can recognize quality in online activations.

1. Choose A Clear Objective For Online Activation

An unambiguous and clear objective of your online activation ensures a higher conversion. With a clear objective, the participant is not distracted by various messages. With each additional goal that you add to the online activation, the conversion is reduced by an average of 20 per cent.

2. Avoid Taking Too Many Steps

You can achieve the highest conversion by offering up to five steps, input fields or questions. Each additional step ensures 5 per cent less conversion. Therefore, think carefully about what you really need to know about your target group in order to meet the objective. Do you still have many steps? Then spread this over several online activations. This way you keep it manageable and the conversion is many times higher.     

3. Choose Professional Design

Due to the wide range of online activation, many consumers come into contact with your brand. Professional design provides confidence and ensures that participants are more inclined to leave data. Therefore, make sure that your brand experience and corporate identity are pixel-perfect.

4. Meet Expectations

A participant in an online activation has certain expectations about the activation and flow of the activation. If this expectation deviates from reality, participants drop out and the conversion is lower. Examples are a scratch card that the participant cannot scratch or a short quiz that takes you fifteen minutes to complete. If you are clear about the flow and interaction in advance, the participant will be more inclined to complete the online activation.

5. Create a Win-Win Situation

Online activations have a high conversion because both the consumer and the brand have a mutual advantage. The company gives a gift in exchange for your data. A good exchange can ensure a huge conversion of up to 80 per cent. If you give each participant a small discount or prize in combination with the main prize, you will only have happy participants.

6. Keep It Airy

Each participant is a potential lead. This lead can be lost if online activation causes a negative association. it is like a snack that people take in between when they are bored.

Each participant is a potential lead.

In the train or just on the toilet. Therefore try to keep it positive and light-hearted and make sure that the participants leave the train (or toilet) with a smile on their face.

7. Make Online Activation Part Of Campaigns

If online activation is part of an advertising campaign, it can generate more traffic by the media attention than as ‘stand-alone’ online activation. By allowing the online activation to hitch a ride on the campaign with a TV commercial, billboards and advertisements, it not only provides traffic but also recognisability and higher conversion.

8. Provide Good Social Care

If participants express their gratitude via social for winning a prize through your online activation, you must, of course, respond to that as a brand. Nothing is more valuable to your brand, especially on social media than positive messages.

Nothing is more valuable to your brand than positive messages

Online presence offers an excellent opportunity to measure all positive messages via social media. So make sure your social team is ready to answer all responses.

9. Boost Your Online Activation

You can purchase advertisements via, for example, Facebook, Instagram or Google to ensure traffic. Blogs and magazines that the target group is active in are also a good choice for driving traffic. In addition, as a brand, you can engage your ‘owned’ and ‘earned’ media channels, such as a post on your social channels and sending a newsletter.

10. Comply With The GDPR

Make sure that every participant in the online activation agrees to the promotional conditions and any additional wishes, such as calling back or registering for a newsletter. To comply with the GDPR, the participant must actively tick an opt-in checkbox. The promotion conditions state exactly what data you process from the participant, what you use it for, how long you keep it and what is done with a removal request.

Use these ten tips for successful online activation. You will see that the quality of activations increases, the number of participants increases and you achieve a higher conversion.

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