Do you connect on an emotional level with your customers? You should because good marketing is about making emotional connections. You should be talking with your customers like you talk with your friends.
Engagement Marketing Best Practices
It’s vitally important to be having conversations with them rather than campaigning to them. Instead of mass-marketing you should apply adaptive marketing ideas that are behavior-based. Instead of a one-size-fits-all campaign, you should listen to your customers, learn whats important to them, and then engage with them on those points of interest. You should be marketing your product to the behavior of each customer.
This approach has many advantages as explained in depth by Magda Lewandowska in the following post on Social Media Explorer. She gives some great reasons why engagement marketing is better for building lifetime value between your brand and your customers.
After all, when people see sometimes thousands of ads and marketing ploys a day, its hard for them not to tune them out. If you want to get involved in engagement marketing there are a few things that you can try:
- Consider getting a podcast. That way people will be invested in the person on the podcast and will listen to what they have to say.
- Another way is to get people to get into the art of storytelling. This will really engage your audience and prospects and get them hooked into what you are trying to sell.
The goal here is to build customer advocacy. If your customers connect with your brand they will support your brand and talk about it. So, don’t confuse loyalty with advocacy, but value both.
- Engagement marketing stresses the importance of talking with customers over “campaigning them.”
- Customers care less about product facts than they do about how a product makes them feel and what they imagine the product can do for them.
- Engagement marketing relies on listening, sharing, relating, being in the moment, as with a friend.
“Similarly to the conversations we have with friends, Pattabhiram stresses the importance of having conversations with your consumers rather than campaigning to them. His principle of adaptive marketing touches on the idea of behavior-based marketing, rather than mass-marketing.”
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