Experts Share Social Marketing Insights on Ways to Drive Engagement
As marketing experts will suggest, achieving engagement with a target audience, or even with a single customer, should be all about establishing a meaningful interaction with them. Following the simplest rules of starting a conversation with consumers, engagement is achieved by opening and maintaining conversations and listening to what they have to say. With this in mind, marketers can utilize social media in interacting and engaging with a brand’s audience.
Questions Marketers Need to Ask Themselves
The biggest question marketers would undoubtedly have is: how can we build long-term relationships with customers using social media? Danyl Bosomworth, in his article for Smart Insights (@SmartInsights) titled “7 BIG questions to drive customer engagement“, says that there are other questions marketers will have to answer first.
First, do marketers have insights on a brand’s customers and their needs from online services? Businesses will undoubtedly have an existing group of loyal customers, but gaining new followers and turning them into buyers isn’t the end of a marketing strategy. Marketers will then need to learn how these people perceive a particular brand, and use these insights to do a better job in generating more sales.
Second, do marketers have the right tools and technologies to engage customers while improving their experience? Bosomworth suggests that, to achieve this, marketers should start building social objects and a sense of community to reaffirm the relevance of a brand. Not only will marketers deepen and improve customer experience, but they can also help consumers connect with others.
Engaging Customers on Social Media
Once the key questions are answered, marketers will then need to start implementing changes and tweaks on a brand’s existing social media marketing strategy. Ann Tran, in her article for Entrepreneur (@Entrepreneur) titled “The Rules of Engagement: 5 Ways to Connect on Social Media“, shared meaningful social marketing insights and the best ways on using social media to connect with people.
For one, marketers can acknowledge comments, positive feedback, and retweets from consumers on Twitter by clicking the “favorite” button to make a connection with other people. Start engaging with consumers on Facebook by leaving meaningful or humorous comments on their posts, and see if they have responded.
More importantly, Tran suggests that, after establishing a connection with consumers online, brands should then maintain these connections offline. This can be done in several ways, be it through an event or a simple talk over coffee. Social media, after all, is not a one-way conversation, and it entails brands to join the discussion to truly drive audience engagement. Marketers can learn from these insights along with the latest social marketing news from trusted sources like Marketing Digest.
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