It’s all about Engagement
In previous posts, we’ve been discussing Customer Lifecycle Marketing and the part it plays in your marketing strategy. Customer Lifecycle Marketing is a model centered around engagement. It involves three phases – Attract, Motivate/Engage, Delight – with engagement at its centre.
As you go about meeting your customers wherever they are in their buying journey and addressing their needs, you need to keep them engaged. You can do this by inspiring them to take action, interact with your brand, and communicate with you directly.
Start off on “the good foot”
Let’s start with welcoming each new person to your brand by giving them a friendly and personal greeting. Let them know what you have to offer and take a minute to get to know them too. Make sure they understand that you’re always open to their feedback and tell them how they can most easily reach you with questions or comments.
When you share content on your blog or social media platforms, always aim to start a conversation. If you’re sharing tips in an article, end it by asking people what ideas have worked for them. Write social media posts that ask a question or seek ideas and opinions. These will get people talking and engaging with you and other audience members.
Communication is a two-way street
Give your audience plenty of ways to contact you both publicly and privately. Be responsive, answering messages or responding to social media comments as quickly as possible. When people know you’re there, they’re more likely to engage with you.
Know Your audience well
Make getting to know your audience a priority. Get to know your audience as well as possible so that you understand their tastes and what motivates them. This way, you can ask the right questions to get them talking or offer a game or quiz that entertains them.
Give your audience something to do
Engagement means giving people something to do. Rather than just consuming your content, they can interact with it. You can make your content interactive by offering surveys, games, challenges, and so on. Explore the interactive features of the platforms you use.
Brush up on your writing skills
Learn to write in a way that inspires excitement or curiosity. Create headlines that get people to click through, and write content that keeps them reading until the very end. The more people consume your content, the more they’ll engage with you.
Don’t promote yourself
Leave the sales and promotional speech out of your engaging content. If people feel like you’re just pitching something to them, they’re more likely to shut you out. Focus purely on getting your audience interacting with each other and save the sales for the appropriate time.
Over-deliver to Delight
When you delight someone, you blow them away by exceeding their expectations. This is great for building a relationship with you, but it also gets their attention and keeps them engaged.
If you want to build strong relationships with them and succeed at Customer Lifecycle Marketing, you need to reach people on a personal level. Remember that your audience members aren’t just numbers (not that they ever were).
Want to learn more about using Customer Lifecycle Marketing to benefit your bottom line? Check out our Marketing through the Customer Lifecycle 30 minute webinar. You’ll be glad you did.