As you start to plan your marketing activities for the new year, one aspect of your strategy you will want to give serious thought in the coming year is developing a higher level of engagement.
Engagement simply means your audience’s reaction to your marketing. It’s when they follow through on whatever call to action you put in front of them, such as clicking on a link, responding to a survey or purchasing a product.
No what matter marketing tool or technique you use, you want to make sure that you have a systematic way of tracking your level of engagement.
Paying close attention to the responses you receive will enable you to do more of what’s working and tweak or eliminate what’s not. Thus you will consistently create better results with your marketing in less time, with less money and less effort while you magnetically connect with the people you are meant to serve.
Here are 4 ways that you can create stronger engagement with your clients and prospects:
- Email Marketing – Did you know that…* 91% of consumers reported checking their email at least once a day. (ExactTarget)* 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)* For every $1 spent, $44.25 is the average return on email marketing investment. (Experian)If you want to develop a super-bond with your target market and increase your revenue, then you MUST be in touch via email marketing. There are many ways in which you can use email to develop a stronger relationship with your audience and create opportunities for sales.
Reach out to your community by sending a survey. Ask them what they would like to learn from you and in what format. Offer practical solutions to them by means of a consistent and content-rich e-newsletter. Heck, you can even just send a message of appreciation.
Whatever you choose, be strategic and measure your results.
- Be Responsive – What is the turn around time on your customer service inquiries? I cannot tell you how many times I have gained or retained a client because of quickly responding to a technical challenge or an inquiry. Picking up the telephone to make a voice-to-voice connection is a powerful way to create engagement.Also, when individuals comment on your blog or ask about a product or service, be sure to reply to them. They’ll be more likely to continue interacting with you if they feel that there is someone actually listening on the other side.
- Ask for feedback – We all like to share our opinions and to be heard. When you launch a product, publish a new video or do something else that is noteworthy, ask your audience for feedback.Let them have a share in the process of creating products and content. After all, you are in the business of serving them!
- Improve your offerings – The more engaged you are with your audience the better you will position yourself to help them in the best way.Your target market will often tell you exactly what they want from you (even if they don’t buy). You will need to be flexible and make adjustments of course. Allow your customers and prospect to explain what they need to gain from you and how they want to consume the information or product.
Take advantage of the tools and resources available to you that will cement the bond between you and your customers and prospects.
Pay attention to the methods in which they prefer to consume your goods. It doesn’t matter if it is email marketing, blogging or creating a video channel.
Connect with your target market and strengthen the engagement by being responsive to their inquiries, asking for feedback and improving your services.
YOUR ACTION PLAN FOR THE WEEK:
- Ask your target market what is their preferred method of connecting with you.
- Ask your target market what types of products/services they need to solve their problems.
- Choose 2 or 3 tools that will really help you to stay engaged with your target market.
- Use those tools generously. Be responsive and see what adjustments you can make in order to serve your audience better.