Engagement marketing isn’t exactly new. But in the era of interactive media channels, engagement marketing has suddenly come of age.
For years, marketing at customers and prospects was the best we could do. That’s changed.
Engagement Marketing isn’t about interrupting or “grabbing” attention. It’s about engaging with your customers and prospects. It’s about talking to them, and encouraging them to talk back.
Today, you can interact with your customers and prospects. Encourage a two-way flow of information. Connect. Inform. And ultimately engage via shared passions and values.
The results are gratifying:
- Customers gripped by exceptional brand loyalty
- Communities of uber-users who have too much emotional investment in your brand to try other brands
- Customers & prospects anticipating your next communique (instead of attempting to ignore it amidst the clutter)
- An active, informed membership (non-profits and advocacy groups)
Benefits for Business
For some companies (like Nike) it’s about founding social networking sites dedicated to soccer and running. For the majority of businesses, it’s about less expensive (but no less ambitious) engagement tactics.
After all, sell one product, and you’ve made a product’s profit. Engage a customer, and you’re on your way to a lifetime of profits.
The Non Profit Zone
For causes and non-profits, engagement marketing’s more than a technique; it’s connection and conversation with members, supporters, clients and stakeholders that pays off in the form of an active, informed and giving membership.
It’s about increasing membership retention, increasing financial support, building a core base more receptive to asks, and creating an informed community that’s far more likely to take action when you need them to.
How Do You Engage?
Engagement’s more about the conversation (and the high-quality content) than the technology. Authenticity and transparency work. Hype and corporate speak don’t.
But we can’t overlook enagement marketing’s reliance on interactive interactive media channels – many of which are new:
- Blogs
- Social media (like Facebook and Twitter)
- Mobile tech
- RSS feeds
- Video
- Podcasts
Engagement marketing can be viral. It can be interactive. But at its core, it’s people talking to other people about the things that interest them – things they’re passionate about.
Not every customer or stakeholder is ripe for engagement. And no, interrupt marketing isn’t about to disappear. But engagement marketing is growing, and for very, very good reasons (contact me and we’ll talk about them).
The Engagement Principles:
- Don’t Interrupt. Engage.
- Leverage interactive media and build community.
- Create content that engages; talk to, don’t market at.
- Connect with the passions and values of your customers.
- Be authentic (hype & corporatespeak alienate).
- Remember that all buying decisions are emotional.
Free Engagement Principles White Paper (click image for your free copy)
