Engagement marketing is the use of strategic, resourceful content to engage people, and create meaningful interactions over time. Engagement is the key to successful digital marketing.
In a society where people see about 3000 messages every day, consumers are learning to tune them out. Of the 3000, a person will remember MAYBE an average of four. People don’t like sales pitches, or marketing, and they ignore paid advertisements. What’s a marketer to do? Cut through the noise and connect with prospects and potential clients in a meaningful way! This can’t just be a new strategy, it needs to be a new way of thinking about how you present your brand to your audience. If you aren’t reaching out and grabbing your audiences’ attention, consider doing these things:
- Address your audience as individuals
- Orient your content based on your audience’s actions
- Communicate with them consistently over time
- Your posts should be directed towards an outcome
- You should be everywhere your audience is
If well strategized and well executed, this marketing philosophy can become an extremely effective way to create engagement with potential customers and clients and increase your sphere of influence.
Pushy or chill? Which is the better strategy?
Interruption marketing is anything that pops up or otherwise interferes with your day, or your forward progress. It pushes sales pitches out instead of drawing buyers in, and it tries to trick decision makers into giving their attention to a message instead of trying to earn attention. It’s gimmicky and loud where it should be reliable and chill. Reliable and chill may not be an instant revenue-builder, but it is measurable. But it’s not a marketing lotto ticket. You are building an audience, nurturing relationships, and establishing expertise. All of these things are important and they take time. To learn more about Ad Engagement, past/present/future, take a look at The Interactive Advertising Bureau’s infograph HERE.
Your brand needs to be able to reach people who are looking for exactly the kind of information your brand is uniquely positioned to provide, and who are tired of being spammed.
Consider these points:
- Businesses that blog generate 67% more leads/month than those that don’t.
- Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10.
- Relevant email marketing drives 18x more revenue than broadcast emails.
- Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.
The reality is that consumers spend an average of 79 days gathering information before making a major purchase. During those two to three months, they are also developing relationships with the brands and influencers that are consistently providing the information and assistance they need. Being a resource for information to your potential clients and customers will help them trust you and want to spend their money with you.
Under a prevailing mistrust of traditional advertising, engagement marketing helps brands find a new way to engage decision makers, establish a respectable reputation, and earn the market’s trust.
Advertising that gets people to take action takes work and focus, but the effort will make you a more popular blogger and/or social media poster and MAYBE a more profitable businessperson overall. If your business needs advertising, contact Denise Hood at 434 964 7511 or send this CONTACT FORM