If you’re like most people, you probably know someone who doesn’t know when to kill a joke.
They aren’t the funniest person but they regularly try to get a laugh out of their audience.
Once in a while they will actually pull it off. You find yourself chuckling at their witty or well-timed comment and their eyes gleam with pleasure.
At this point you try to stifle the laughter — but it’s too late. They will keep going with the joke until you curse yourself for ever allowing a hint of a giggle to escape your big mouth.
As time goes by, you deliberately refuse to laugh at a single joke they make.
You now know better.
A similar development can be observed with overly enthusiastic marketers.
These individuals have a tendency to bombard the public with advertisements and grand marketing schemes. This mass approach has only served to grate on the nerves of consumers who have become experts at avoiding advertising ploys and more resilient to general marketing tactics.
This is where engagement marketing comes into play.
The shift to engagement marketing has been stimulated by digital, mobile and social technologies and is no longer a trend but a necessity. Instead of messages designed to attract the attention of a broad audience, strategies are being tailored to connect with people as individuals in order to build long-term relationships.
While the final transaction may be a key indicator of marketing success, it should not be the ultimate goal. A focus on providing value rather than starting transactions will aid in fostering a mutually beneficial relationship between the marketer and the consumer.
Customer engagement involves encouraging your customers to interact with and contribute to your brand. Marketing engagement strategies that are planned and executed effectively allow businesses to connect with customers and promote brand growth and loyalty.
The customer base of a business is typically made up of a variety of individuals with different patterns, preferences and expectations. Engaging with customers on a personal level requires a more targeted and intimate level of communication. This can involve:
Efficient engagement marketing should also provide measurable results that track customer action and support the optimization of future campaigns.
If you want your brand to resonate with your customers it’s important to demonstrate an understanding of their needs.
Engaging your audience with brand passion and tailored communication can be used to develop a value-based relationship. Whether you offer exclusive content, exceptional customer support or a superior buying experience the emphasis should be focused on delivering value to your customers rather than a simple transaction.
Capturing, analyzing and making use of data gives us the ability to recognize and leverage consumer motivation, which can help us provide real value. This can be accomplished through the use of a variety of tools such as call tracking technology. Demonstrating continued relevance to your customers also creates the potential for long-term engagement and remarketing opportunities. Cultivating a sense of trust with your audience by consistently meeting their needs will result in customers who are more willing to act as advocates for your brand.
An interactive marketing process makes it possible for your customers to provide feedback and suggestions on products, services and associated marketing campaigns. This will support your marketing process by making it as relevant as possible, which will ultimately serve to enhance customer engagement and the bottom line of your business.
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