In the digital world, customers all over the world have access to information related to pricing, product or service details, shipping information, reviews, suppliers, and sellers. Customers, the most valuable asset for any company, are forming their own opinion about what they want and what they don’t want. It has become very important for marketers to build a comfortable and engaging journey for customers so they will keep coming back, and spread word-of-mouth to others.
Engagement marketing allows companies to connect with people:
· As individuals
· Based on what they do
· Continuously over time
· Directed towards an outcome
· Everywhere they are
Engaging People AS INDIVIDUALS
Whether you are interacting with a CIO about software or speaking with a new mom about baby products, you must be knowledgeable about your buyer’s individual preferences, and their relationship with your company. The company needs to understand their customers as individuals, and then customize their marketing accordingly.
Engaging People BASED ON WHAT THEY DO
A solid engagement approach is based on consumer behaviors, not demographics. Demographics might tell you what the customer is interested in, but the behavior will tell you what the customer actually likes.
Engaging People CONTINUOUSLY OVERTIME
Engagement marketing is a continuous process. Your marketing should be a natural continuation of a conversation with your customer. The more you engage in conversations with your customer, the more you know about them, and the deeper your relationships grow. Your marketing messages must continue in a logical fashion, which help to create engaging, personalized conversations.
Engaging People DIRECTED TOWARDS AN OUTCOME
Engagement marketing is more like relationship building, but with a goal in mind. This means that your objective is to move buyers to the next phase toward the purchase of recommendation. To achieve this, you need a clear understanding of that journey, clarity about call-to-action in your marketing, and a method to connect each of your marketing activities to profit.
Engaging People EVERYWHERE THEY ARE
Considering that today’s customer is everywhere, you need to be geared up to meet the customer at every junction. To make this possible, you must provide the customer with an experience that integrates all products and services on a single platform. Campaigns should be specifically designed to drive engagement to your website, on tablets and smartphones, through email or social networks, and at in-person events. This also means trying to catch up with the customer even if they switch channels.
As noted earlier, customers are your most valuable assets. The companies who can engage them the best with new and relevant information are more likely to succeed.
Want to build a comfortable and engaging journey from sight to purchase for your customers? Click on the link below to watch a quick video and to download the whitepaper. What Engagement Marketing Means for Your Business