If you are in the digital marketing business, you have probably heard the term. Engagement is an indicator of good brand management and a correct strategy. We invite you to learn more about the concept and why it is key for your business.
What is Engagement?
Engagement marketing is the degree of interaction and panama phone number list commitment that people have with a brand. That is, they trust and support it with follow-up and dissemination, even beyond the purchase of the product or service.
This indicator is obtained because the brand represents values and promotes messages that the customer identifies with. Good engagement is distinguished by creating long-lasting and deep relationships with the ideal buyer persona.
Types of Engagement
According to Hubspot, engagement is developed through psychology to how does integration work? penetrate the minds of consumers. Below we share the types that exist.
- Emotional Engagement: This is related to emotional reactions, both positive and negative. Its objective is to generate an emotional bond with the customer so that they recognize the brand as part of their personal identity.
- Cognitive Engagement: It focuses on the customer’s motivation towards a product or service, it is a rational link based on utility, that is, the brand offers the most logical solution that the person is looking for.
- Behavioral: It examines the behavior and effort that is put into choosing a brand and their loyalty to that service or product. You can recognize this engagement when a person says something like “I use this brand because I have always used it”; there is not necessarily an emotional connection, nor much awareness about the reason for the selection, but it is an engagement behavior.
- Psychological: It is related to the sense of belonging and identification that one has with an action or an institution, for example: “I really like this brand because it is the only one that suits me.”
- Agentive Engagement: When a person intentionally contributes to activities in which they are involved. It is closely related to cooperative brands or those integrated into social movements, as well as those that motivate the construction and creation of a product or service. An example of this is furniture that can be assembled with instructions.
In the business and digital environment
types of people and their engagement are identified. Get to know them!
- From customer: when a customer becomes a promoter organically.
- For employers: when a person who works for a brand is reflected in their work commitment and promotion.
- Users: refers to people who perform engagement actions on different digital channels.
- Social media: This type of media is focused on because the performance of our communication on social media profiles on a brand is one of the best indicators of engagement these days.
How to improve engagement?
We share with you some effective strategies for any type of business leads communication channel and other more detailed ones to improve this indicator.
Define your brand’s communication and integrate it into your channels
Define the voice and tone of the account for each of your channels and always imbue it with the personality that defines the brand. We recommend creating a content guideline for the creative team. Once you have established the concept that governs your communication, whether it is youthful, serious, humorous, etc., it should be reflected in all your channels:
- Website.
- Social networks.
- Customer service.
- Physical store.
- Ads and banners.
Note: It is important that what you communicate is marketing strategy conscious of what your brand reflects, so pay special attention to the original tone, respect the colors of the logo or allude to the same ideals that your audience recognizes and agrees with.
Help with useful content and be a reference
Analyze your buyer personas’ purchasing journey: see where they are, what problems they want to solve, and what actions they are likely to take. If you can deliver content that will help them, they will welcome it and feel it is timely. They will also share the information if someone else needs to know about the help they received.
Use educational materials, guides, processes, and anything that shows the sensitive and human side of the brand. Don’t be afraid to play with a variety of formats: videos, blog posts, images, GIFs, stories, etc. Test, experiment, analyze, and optimize.
Converse and interact with your audience
Take advantage of your channels to exchange ideas and interact with your audience, become an assistant who solves problems, but also listens and pays attention.
Integrate practices such as online contests and pay marketing strategy attention to what is being said about the brand. Don’t ignore negative comments; the best recommendation is to provide resolution and inform the brand of any areas of opportunity to work on.
Plus, a mix of positive and negative reviews is more realistic: over 66% of users feel more confident when viewing a site or social page with mixed reviews .
Dedicate at least one channel to receive feedback marketing strategy and questions from your customers and prospects. Always consider having a FAQ page as a guide.
Recommendations to improve engagement that never fail
- Include calls to action to provoke and encourage interaction.
- Surprise with creativity or unconventional ideas, dare to use wit and humor. Don’t forget to create visual, original and striking content.
- Research and use the best schedules and formats for your target audience.
- Keep track of the brand’s industry and use trends to join the conversation.
- Stay alert, check the average time spent on your posts and/or site pages to see improvements.
- Be consistent, don’t let them forget you, don’t stop your communications.
- Share information about the industry that is relevant to you and the entire interested community.
- Compete with your product or service to show why it is the best. Go ahead and include it in lists of recommendations, votes, and even respond to accounts of your competing brand to generate recognition.