How to Increase Your Marketing Campaign’s Engagement
Updated on November 27, 2021 | by Evan Chase
Campaigning to promote your business to new potential customers can be a complicated process, especially for small businesses just starting out. The reason that businesses utilize marketing is to build and retain relationships with customers that will choose them over the competition as they are benefiting from the product or service. So, marketing is one of the most important factors for a company. Sometimes, more than customer service for a new business as this is what initially draws the customers in.
While it might sound complicated to acquire, convert, and retain customers, you need to still engage with them. Engagement is important, it is how you measure whether you had a successful marketing campaign. There are many tactics and methods you can use to boost your marketing campaign’s engagement. Here we have provided a few which are guaranteed to increase your customer’s engagement with your campaign.
Identify Your Customer
Identifying your audience will affect how you run your marketing campaign and ensure you get the most engagement out of it. You will know who your ideal customer is by looking for common interests in your current customers or by doing market research into competitors. Your entire brand will essentially be influenced by your desired customer base.
You will need to have a picture of your ideal customer. This will be done by writing up a customer profile. With a customer profile you will decide on your ideal customer’s age, location, career, income, but most importantly their goals or motivations, alongside their challenges and pains. This will shape your entire marketing campaign and the future of your business.
What are Your Marketing Goals?
Your marketing goals should consider many goals with audience engagement. Think about brand visibility, lead generation, or just generally increase your sales. One or more of these could be the focus, but you need to know how to accomplish them.
Focusing on tracking your numbers and mini-goals can help you achieve your overall goal from your campaign. By tracking your numbers, you can make improvements to future campaigns – any methods or specifics that did not work in terms of engagement during this campaign will prevent you from repeating the same mistake. While doing this you can also set smaller goals along the way, such as trying to reach a set amount of people with content per day, this will not only boost your marketing team’s momentum, but it will help you hit your overall goal resulting in a successful campaign.
Create Engaging Content
Your content will need to be relatable to your audience and in turn, accomplish the goals you have set in regard to your marketing campaign’s success. This will be easier to do once you have identified your customer and set out clear goals, you want content that will generate more engagement and interaction with your business.
Content can make a huge difference to the success of your marketing success – it increases brand awareness, drives engagement, boosts site traffic, and in the process, will make your sales. Though it can be a struggle to find the right content to post depending on who your target customer is. Looking into competitors’ websites and social media pages can sometimes spark inspiration, so if you are struggling, head straight there and see what is resonating with their customer base.
To grab your target customer’s attention on social media, look into what is trending on Twitter and cover these topics in your posts to show an understanding of your market. Though this is only half the work you need to do for initial growth and to make this continue, you need people to continue engaging with your content. While doing this, you also need to consider visuals as according to Twitter, Tweets with images receive an average boost of 35% in retweets. In other words, to boost engagement, try to include infographics, images, videos, gifs, and other forms of media outside of just text in your content on social media platforms.
Interact with Your Customers
While it is important to consider whether the content you are sharing is going to boost engagement, you also need to consider how you are going to encourage further actions. By now you would be receiving comments and questions regarding your content, do not choose to ignore them – interacting with your customers is key to future customer retention, why not join in the conversation and give them more to talk about.
Another way of interacting with customers on social media is to ask them questions, create polls, surveys and just generally ask for their opinions. This will show that your priority is your customer base, and this could influence their decision to choose you as their preferred source for the product or service they need over your competitors.
In your marketing preference, whether it is email or direct mail marketing, try not to overwhelm your customer with various different CTAs. It will only distract and confuse your customer, preventing them from finding the desired webpage or social media site that you are wanting them to discover. Instead, opt for one CTA, this should be the one thing you want most out of your campaign which is to buy your products or services, so take them directly to what you are promoting – think about your end goal from the campaign. Check out Lob’s article for an idea of how to use CTAs to increase your response rate and optimize conversations.
Take Advantage of Conversational Marketing
Conversational marketing is not how it was ten years ago, as technology marketing has become more advanced, so have the expectations of customers as they expect more than the 9-5 responses. They are now wanting and expecting businesses to connect with them at a time and place it suits them, this could be anywhere in the 24 hours. Depending on the size of the company, this can often be hard to achieve, but this is where conversational marketing tools become a massive benefit.
Chatbots are a conversational marketing tool that has become widely used across the world, they appear on websites and on social media platforms, such as Facebook, to provide support and help guide customers through any problems they may be having. Though they aren’t always so helpful, and you end up needing to speak to customer service, sometimes they can do tasks such as make refunds, find a specific product, help you with existing orders, and so much more. The sense of communication, even as artificial intelligence can feel quite real as they are a mimic of human conversational patterns, making the customer feel appreciated, encouraging engagement.
Focus on Retention
As a marketer, you will know that customer retention is much more cost-effective and reliable than acquiring new ones. They are known to spend more and often while recommending the business through word of mouth, therefore bringing more business. Customer retention does not need to be done separately from acquiring. In fact, most of the points in this article can also be used about customer retention as they are also engaging with content and likely to be receiving regular emails, or other forms of direct marketing.