PR pros and marketers use the term ‘engagement’ a lot, but what does it mean and should you be doing it?
The business environment is more competitive than ever. Businesses are reducing rates, cutting costs, offering services for free and more to make sales. Meanwhile, consumers have come to expect more for their money than in years past. But that doesn’t mean they don’t also want the best product or most experienced provider and they will do their research and due diligence to ensure the company they do business with meets that criteria. This is where engagement comes in.
Simply stated, and not unlike the marriage related term, engagement is about connecting with another person to nurture a relationship over time. In business, this can take the form of in-person conversations or digital connections, generally requires multiple interactions, and almost always involves the sharing of valuable content.
Businesses routinely connect with prospects on their websites, via social networks or in person at industry events. By itself, that initial connection is unlikely to compel someone to make a purchase (especially in the services business). However, coupled with relevant, helpful information and valuable dialogue shared over time, that simple connection can become an engaged prospect who is truly interested in a long-term relationship with your business.
Below are several strategies you can use to engage with prospective customers:
Create fresh, valuable content – To show prospects that your business is the best choice to meet their needs, you first have to prove to them that you are an expert in your field, that your services are top notch, and that you CAN solve their problem. You can do this with success stories, case studies and customer testimonials. You can also show your expertise by sharing valuable tips and advice, commentary on industry news or events, or providing resources that your audience will find helpful.
The idea is to build your credibility and showcase your expertise while creating connections with your audience. Perhaps they aren’t ready to make a purchase now, but with consistent contact and valuable, relevant content that addresses their interests your prospects will think of your business when they’re ready to buy.
Participate in Social Media – Social networks such as Twitter, Facebook and LinkedIn provide an excellent platform to engage with prospects and customers. With a little time and effort, any business can showcase their expertise and share valuable information that compels fans and followers to learn more.
With consistent updates, valuable content, and transparent participation, your social networks can become valuable advocates for your business and potentially customers as well.
Write a Blog – Yet another place to share content and expertise, a company blog offers a glimpse into the inner workings, and thinking, of the business and the people working there. Write posts that highlight your company’s expertise, success, day-to-day work, culture, employees and customers. Customers tend to be more loyal to a company when they feel they “know” the people behind the business.
Solicit feedback – This may be the most important element of engagement marketing. Inviting your customers to share their ideas, feedback, criticisms, and appreciation creates a conversation and builds loyalty. You can include this opportunity in nearly every marketing tactic you employ from a weekly poll on your website, a survey emailed to newsletter subscribers, a comments section on your blog, open ended questions shared via Twitter, polls on Facebook and more. The goal is to start a dialogue with your customers to show them you care about their opinions and want to improve your service to meet their needs.
It’s rare that a business can entice a prospect to make a purchase decision after just one interaction. By implementing some, or all, of the strategies outlined above, you’re sharing your expertise, and communicating your willingness to listen to your audience and at the same time, demonstrating commitment to a long-term relationship. Yes, all of this takes time, but the best relationships aren’t built overnight and by implementing these practices now, your business will be on the path to positively impact sales for years to come.
