Marketers love many things: metrics, measurable results, chocolate (or at least this marketer does), impressions, and anything that can help move the needle for their brand. We often spend time analyzing dashboards, graphs, and numbers in order to determine whether what we are doing is actually working. We live to track opens, links, and a variety of other metrics that we use to define engagement. However, in all of the time we spend focusing on what our audience is doing, we so rarely focus on ourselves.
If you are in the midst of battle when it comes to increasing audience engagement (who isn’t?), perhaps you should turn your focus to how much you are actively responding to audience interaction. Whether it is responding to a question, commenting on a follower’s post, or actually starting a conversation with your audience, actively communicating with your following is crucial in the engagement process. Always remember: engagement is a two-way street.
In order to initiate contact with your audience, you can utilize a number of methods to motivate individuals to respond, share content, and openly converse with you. Once your efforts begin to trigger responses, it is up to you to keep that pattern going. It is far too often that we see brands that are trying to build engagement use email and social as a one-way method of dispersing information, much like how television and radio were once used. Now, more than ever, it is imperative that brands realize that the social shift has made media more interactive and your audience will expect your communications to reflect that.
Next time you begin an email or social campaign, keep in mind not only how you will inspire the audience to engage but also how you plan to respond. Make sure the voice and tone of your replies represent your brand and sound human. The more conversational you make your approach, the more likely you are to see higher levels of engagement. These days, people don’t want to feel like they are just another number to a company — Acknowledge their request by acting accordingly.
Inbound Marketing Coordinator, WhatCounts