The aim of digital marketing is to spark action from your customers though engaging content. However a lot of content that’s produced misses the mark. Digital engagement can be hard to achieve, so what is it that makes people read, like and even share a company’s content?
Researching the wants of your audience and understanding their social media and other online activity is essential in achieving engagement. There is no point creating a Pinterest campaign, which is used predominantly by younger demographics, when your target customer is women in their 40’s who mainly use Facebook and YouTube. It is important to define who your customers are first so you do not waste your resources.
You also need to decide what you want your customers to do with the content you produce. If you want to create awareness of your brand then produce interesting photos or videos of your work, or related content that aligns with the values of your company. If you are aiming to directly increase sales, then perhaps design exclusive incentives and offers for your online community.
User generated content can be an extremely engaging form of digital marketing, but can be hard to encourage. This involves getting your customers to produce content that you can share across your social media pages. Perhaps you could ask users to share a photo of themselves using your product, or a competition to create the best blog post for the company.
Social media is a fantastic way to create dialogue with your customers and to build your brand. For an example of how important it is to engage with your customer online, read Sheryl Thai’s story about how she built her online cupcake business.
If you have question on engaging with your customers online and would like to speak to an industry expert, then you can speak to a Small Business Smart Business mentor.