Reading time: 4 minutes
What are they?
They are the windows that open on navigation pages. They come in various formats and have several configuration options. They were created as an alternative to banners. Instead of excessive and poorly integrated ads, pop-ups are intended to advertise products in a more targeted and organized way.
Always remember: this feature should be guided by the user experience. When used correctly, the goal is to make it easier for users to access information that interests them.
How to use pop-ups in my marketing strategy?
In marketing, this feature is used to promote content, generate blog sign-ups, grow email lists, direct users to landing pages, make offers, and much more. But most of the time, the goal is the same: generate and nurture leads.
Some issues to consider when developing these strategies:
Pay attention to context
It does not make much sense for companies to view online and offline marketing possibilities as mutually exclusive. The ideal approach is always to think about integrating strategies, especially since the consumer is the same person.
It must be acknowledged that one of the main advantages of digital marketing is the possibility of personalization.
In this area, we have the technical means to closely monitor audience reactions and, from there, better understand their browsing behavior on our channels.
This insight should be taken into account when developing all strategies. In the case of pop-ups, understanding audience behavior is the key to determining whether using this feature will be a success or a failure.
The more contextual the placement, the greater the chances of conversion. In addition, be aware: delivering information that does not interest the user will be seen as intrusive, disrupting their browsing experience and, of course, damaging the relationship they have with your company.
Be relevant
Contextualizing the pop-up, choosing the ideal time for the offer, depends heavily on your ability to understand what is most relevant to that user.
This may be one of the most common terms in Content Marketing, but it is not always easy to detect what makes a difference in the customer or potential customer experience.
Use the available features
Just like email marketing, pop-ups should be used strategically. In practice, this means we need to study their use carefully, conduct tests, and, above all, closely monitor the results.
We are talking about features that generate great results, but can also damage your company's image. This is what happens when we end up on a spam list or cause users to block pop-ups on our page.
Think about it: if the user resorted to this type of action, it is not because they are difficult, but because they considered your approach inconvenient.
To avoid making a strategic mistake, try diversifying how you use pop-ups and experimenting with the various possibilities. The tools designed for creating these features allow you to choose where the windows will appear and when.
In this case, you need to configure which triggers will be used. The most common ones are:
Scroll: in this case, the pop-up will appear after a certain amount of browsing. Therefore, the most important thing is to determine what kind of offer you can make when they reach a certain part of your content.
Timed: when using this type of window, you need to consider the context. The message will appear when the user visits a certain page or after a certain amount of browsing time.
Exit Intent: considered a "smarter" option, this trigger is activated when the user prepares to leave the page. It works well because it does not interfere with the browsing experience.
Click: also designed to enhance the user experience, this type of pop-up appears in response to a user action. For example, when they click on a certain area of your channel.
How to generate leads with a pop-up?
To make it clearer, let's consider a few applications:
on the corporate blog, using scroll is important, since you can take advantage of the user's interest in your content to invite them to subscribe to the newsletter. In this case, in addition to using forms on the blog, it makes a lot of sense to have a targeted call to action.
in long posts, also invest in pop-ups that appear after a certain amount of reading time. You can make interesting and valuable offers, such as ebooks, webinars, or free trials.
Another very interesting option, with a lead nurturing strategy in mind, is to take advantage of a user viewing certain content on your site to make a product or service offer. The main thing here is to configure the trigger properly, basing it on a user click.
