Understanding the

Bottom 3 Levels of
the Seventh Level
Engagement Framework
Introducing the
bottom 3 levels
of engagement
Seventh Level Engagement Framework
Seventh Level Engagement Framework
Seventh Level Engagement Framework
The Inbound Methodology
Educate people with content, and eliminate any barriers that may be
hindering their ability to get the information they need.
The bottom three levels
represent foundational work.
Every brand is striving for that seventh level.
Level 1:
Disengagement
Seventh Level Engagement Framework
Level 1: Disengagement
Your audience is consuming your content passively.
They’re showing disinterest by avoiding interaction or
communication with your brand.
When you were a child, in a class you
didn’t like, you weren’t going to raise
your hand. You were going to avoid
that question.
If you’re served an Instagram ad:

• That has nothing to do with you

• That doesn’t have the right messaging for you
• That doesn’t graphically appeal to you
If you’re served an Instagram ad:

• That has nothing to do with you

• That doesn’t have the right messaging for you
• That doesn’t graphically appeal to you

You’re going to move past it.

“Please do not serve
this to me again.”
Disengagement:
How can you work
with it?
Measure:
Thank you
- Clicks and cost-per-lead on ad campaigns
Identify Opportunities for Targeted Messages

Message A Message B Message A

+
Message B
Measure:
Thank you
- Clicks and cost-per-lead on ad campaigns
- Email (open rate + clickthrough rate)
Understand who’s viewing your emails by measuring
both email open rate and clickthrough rate.
Measure:
Thank you
- Clicks and cost-per-lead on ad campaigns
- Email open rate and clickthrough rate
- Customer feedback
Let’s talk about increasing
engagement with your
leads and customers.
How do you move your
audience up to higher
levels of engagement?
The wrong way to respond
to disengagement is to
ignore disengagement.
 You move people up by
targeting them properly.
Social media messaging is just the
tip of the iceberg.

It takes a lot of work underneath to

identify what you're actually saying,
and to whom.
When it comes to
paid ads, have a plan.
If You’re Targeting Markets

• Test those markets.

• Test messaging.
• Test graphic design.
• Iterate and reiterate until you can convert.
Example: a non-profit
 We reiterated and tested
again until we found the best
possible message for the
target customer to convert.
25% 25% of your email list expires
every year as people switch jobs,
email providers, or unsubscribe
from your emails.
 Make sure you’re
not throwing away
any active contacts.
The goal of a
re-engagement campaign:
Identify which portion of your list you should retain
and which portion you’re better off removing.
Level 2:
Unsystematic
engagement
Seventh Level Engagement Framework
Level 2: Unsystematic
engagement
Your audience is confused by your messaging, and as
a result, it doesn’t resonate with them and they avoid
engagement.
Jargon is a huge issue
for marketers.
If a vitamin company was communicating the value of its vitamins
in very jargon-y, scientific language, and you don’t understand it,
you will not buy that product.
“Does this make sense?”
“Does this make sense?”

“Did I explain this clearly?”

If the customer doesn't understand, it's not because the customer is
stupid. It's because the brand has not actually taken the opportunity to
understand the customer and what makes sense to the customer.
Unsystematic
engagement: How
can you work with it?
Measure:
Thank you
- Results of A/B tests on your website or
social ad campaigns
Create two versions of one piece of content,
and analyze which one performed better.
Measure:
Thank you
- Results of A/B tests on your website or
social ad campaigns
- Bounce rate
Bounce rate
The percentage of people who land on a page on
your website, then leave without clicking on anything
Measure:
Thank you
- Results of A/B tests on your website or
social ad campaigns
- Bounce rate
- Customer feedback
Asking your customers:

1. Send a survey.

2. Hold a focus group.

3. Conduct a user test.

Steps to re-engage people:

1. Find out what they’re confused about.

Terminology? Language?
Steps to re-engage people:

1. Find out what they’re confused about.

Terminology? Language?

2. Find out what language and messaging

does resonate with them.
Do research with SEO.
(What is your audience actually looking for?)
Can an 8-year-old understand it?

Can an 80-year-old understand it?

Level 3:
Frustrated engagement
Seventh Level Engagement Framework
Level 3: Frustrated engagement
Your audience is distracted in ways that are
outside of their control, resulting in a frustrating
brand experience.
You start being engaged,
and then you’re distracted.
You're completely distracted,
and also not really by choice.
It's actually been something that
was out of your control.
Pop-ups

You're on a website and you're

reading an article, and an ad
keeps popping up.
It was the bird’s fault.
It was the ad’s fault.
There are a lot of things brands can change
to impact the customer's user experience.
Frustrated
engagement: How
can you work with it?
Measure:
Thank you
- Page load time
- Clickthrough rate on pop-ups and ads
3 sec If your website takes longer than
3 seconds to load, you could be
losing nearly half of your visitors.
Ideal page load time: 1.5 seconds
Pop-ups can be used for
good. They can be a healthy
part of an inbound strategy.
Making Pop-Ups Good

Offer something relevant and valuable.

Making Pop-Ups Good

Offer something relevant and valuable.

Make them appear when it makes sense for the user.

Making Pop-Ups Good

Offer something relevant and valuable.

Make them appear when it makes sense for the user.

Use language that’s specific, actionable, and human.

Making Pop-Ups Good

Offer something relevant and valuable.

Make them appear when it makes sense for the user.

Use language that’s specific, actionable, and human.

Exclude pop-up forms on mobile or use pop-ups that

don’t take up the entire mobile screen.
People will not interact
with your ad if you're
distracting them.
 Make sure the customer
is actually going through
the proper user journey.
Questions to Ask Yourself

• Is our website load time efficient?

Questions to Ask Yourself

• Is our website load time efficient?

• Is our ad placement integrated enough to not
frustrate our customers?
Questions to Ask Yourself

• Is our website load time efficient?

• Is our ad placement integrated enough to not
frustrate our customers?

• Are we ensuring that pop-ups are not distracting

customers from where we actually want them to go?
Questions to Ask Yourself

• Is our website load time efficient?

• Is our ad placement integrated enough to not
frustrate our customers?

• Are we ensuring that pop-ups are not distracting

customers from where we actually want them to go?

• What is the user journey and conversion funnel?

Ensure that you’re
not distracting your
own customer.
Bottom Three Levels of Engagement

01 02 03
Disengagement Unsystematic Frustrated
Engagement Engagement
Your audience Your audience is Your audience is
consumes your content confused by your distracted in ways that
passively, and as a messaging, and as a are outside of their
result, avoids taking result, it doesn’t control, resulting in a
action. resonate with them frustrating brand
and they avoid experience.
engagement.