Engagement. If you’re working on marketing your business and brand, you’ve probably heard this term (maybe even seen it in metrics on social media analytics), but what does it really mean? Engagement is when customers interact with your brand (usually online). These interactions can take multiple forms, such as likes and comments on social media, link clicks on email marketing campaigns, and more. It’s something podcast co-hosts Laura and Julia talk about on their latest enVisioning Success episode, Everyday Marketing: Tactics for Daily Engagement, and something we’ll expand on in this engagement marketing blog.
Engaging Your Customers Online
Engagement marketing is a key part of brand awareness, or how visible your business and its products and services are to potential customers. Making content that has a better chance of causing customer interactions is good not only for engagement but also for social media and search engine algorithms to promote your content organically (without paid ads). There are three major ways to make your brand visible to customers online.
- Social Media: Built on the idea of engagement, social media can be a great place to talk about your brand, provide announcements and updates, and feed in content marketing. Monitoring and engaging on social media is a critical part of engagement, similar to reputation management.
- Content Marketing: Videos, infographics, blogs—all this content can turn digital heads and create clicks and discussions. As mentioned above, this content works well in conjunction with other platforms. It’s important to know how to produce it (or hire someone to produce it), from writing blogs to filming videos and using free graphic design apps.
- Email Marketing & Automation: Beyond social media platforms and search-engine-driven websites, email marketing is a third avenue to customers, especially to retain the ones you already have. Email automation using drip campaigns for returning purchases and customer reviews can help your marketing and sales teams stay ahead.
Of course, engagement marketing is only as good as the weakest link in your marketing. If you have a bad website, don’t have the time to monitor your social media, or need a complete brand refresh, you need to start there. It might be time to outsource your marketing.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox. Interested in working with Vision? Learn more about our services and contact us today.
