What is engagement marketing? Engagement marketing is a buzzword that has become popular in the past few years. It’s called “engaging” because it involves building relationships with customers and prospects through various means such as social media, email, blog posts, and phone calls. The goal of engagement marketing is to create long-term relationships with customers by developing trust rather than just trying to sell them something.
Engagement marketing is the use of strategic, resourceful content to engage customers and prospects. Engaging with customers in a one-to-one way can help companies build long-lasting relationships that are more valuable than just trying to sell something every time you interact with someone on social media or email.
When you implement engagement marketing, you create meaningful interactions with people who want to hear what you have to say and are open to hearing your message.
The goal of engagement marketing is not just about trying to sell something every time you interact with someone on social media or email, but rather creating long-term relationships through a trust by providing relevant information that the customer wants.
Engagement Marketing vs Traditional Marketing
– Traditional marketing is a one-way broadcast, where the company tries to sell its product or service.
– Engagement Marketing requires an active listener and long-term strategy.
What are the common problems that engagement marketing can solve?
Build better brand awareness – Brands in novelty and B2B industries feel that they need to be more active on social media channels.
Number of customer loyalty – The number of customers who are loyal is increasing, and brands want to ensure that those people stay with them for the long term.
Marketing tactics aren’t generating any interest – No matter what your product is, if you can align it with what people are talking about, you will have a better chance of getting their attention.
Not creating better preference for your brand – Once you’ve established awareness, you need to establish a preference. Successful content marketing creates a preference for a brand, product or service.
Need to be more effective with your marketing budget – Brands don’t want their money going to waste on ineffective tactics that won’t generate any interest in what they are selling.
Increased ROI for advertising budgets – Marketing teams have always been under pressure to spend the company’s money wisely.
Components of engagement marketing
Implementation of an effective engagement marketing strategy is relatively simple when you have all of the right tools and pieces in place.
Engaging people based on what they do – Rather than assuming that people are going to engage with your content just because you put it out there, make sure that the engagement is based on what they do.
Engaging people toward an outcome – Once you’ve acquired a customer, what do you want them to do next? your new goal is to create a long-term, reciprocal relationship of value.
Engaging through social media networks – Social networks are popular because they give users the chance to share their thoughts and ideas instantly and without boundaries or limitations.
Engaging people as individuals– Whether you’re talking to a CIO about software or a grandparent about their favorite recipes, you need to engage them as an individual.
Return on investment (ROI) of a successful engagement marketing program
Your revenue will show the results if you target your customers in the right way.
Engagement leads to trust – Engaging with your customers and prospects over time builds their trust for your company, which is an integral part of any long-lasting relationship. The return on investment (ROI) of a successful engagement marketing program will be reflected in revenue.
The importance of feedback from engaged audiences – Feedback can have a profound influence on your business. In fact, it’s what makes engagement marketing so powerful- the ability to respond in real-time and make changes as needed or desired by customers.
Engagement marketing leads to measurable success– 80% of marketers report a measurable lift from their engagement marketing program.
The best measurement for your campaign is a combination of metrics across all channels, including social media posts, website visits and blog post content views.
Planning, implementing and measuring an engagement marketing campaign
– Planning is the most important step in implementing a successful engagement. Start with defining your goals, target audience, budget, timeline and what metrics you want to track for success.
– Implementing should include having clearly defined tactics such as social media posts, blog content or emails that will engage consumers on and optimizing your engagement marketing efforts.
– Monitoring should be a part of any great engagement marketing campaign, to measure what works and what doesn’t work in your campaigns.
Rolling out an engagement marketing program can be a lot of work, but you’ll get out of it what you put in.
Map and develop your buyer personas and journeys– Determine what kind of information your current and future buyers need to make a purchasing decision. Map the stages of your buyer’s journey to identify what content you need for each stage and create an engagement marketing plan that will help them through every step on their path from awareness, interest, evaluation and purchase.
Develop your brand voice– You need to define your brand’s voice , both what it is and what it isn’t. This will help you create content that matches your tone, providing a consistent message to your target audience as well as helping them identify with the company
Develop an editorial calendar- A list of all planned posts in advance helps ensure there are no gaps or overlaps in coverage while also ensuring your marketing efforts pay off.
Brainstorm and flesh out your context mix– Planning and creating new strategies for the different stages your audience will go through.
Develop content– The most important thing you need to do before launching any engagement marketing campaign is created and publish compelling, interesting engaging content that speaks what are all of the customer’s needs during these various stages in their purchase process
Analyze data and make changes based on insights– You should always be monitoring data to see what areas are not performing as well and then make changes accordingly.