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4  Ways to Foster and Keep Consumer Engagement

By: Andrew Deen

 

a stylized photo emphasizing targeting consumer engagement

The internet has created a paradox in the world of marketing. On the one hand, it’s so much easier to publish content than it used to be. Many marketing channels are free or affordable, and there are very literally billions of people who can be reached. The playing field is more accessible, which means there are so many more things competing for your audience’s attention. Visibility isn’t enough anymore. You need to foster and keep consumer engagement.

Develop a Customer-Centric Sales Funnel

Marketing techniques of the past used to be notorious for throwing things to the wall to see what would stick. Not every marketing team did this, but the general idea was to put ad copy in front of as many people as possible, and hope that enough of them would make the purchase.

This technique was imperfect because it didn’t take into account what value the product would bring to the person buying it. In the software industry, this marketing style is referred to as “churn and burn.”

It can result in high short-term sales, but campaigns eventually lose steam as they continue to target customers who may not be an ideal fit. Customers “churn,” (decide not to come back) and the efforts inevitably burn the company leading the campaign. Burn here simply means that profits are harmed and professional reputations are tanked.

It’s much better to run smaller, more targeted campaigns. A customer-centric approach starts with determining who will be an ideal user and then targeting every facet of the campaign around appealing to those people. Instead of “Everybody please buy this,” customer-centric campaigns have a much more holistic message. “We think you might like this because BLANK.”

Data processing and implementation are at the heart of any customer-centric sales funnel. Businesses can use their previous sales data as well as analytics derived from ad engagement to determine who is using their products and how. They can then leverage those insights into ads that appeal to the ideal customers.

Cross-Departmental Collaboration

Focused group of diverse young designers working on a laptop together at a desk in their startup office

Cross-departmental collaboration is becoming an increasingly important way to maximize the efficiency of every dollar being spent. It recognized the fact that while all businesses are multifaceted they are built around several core goals. Deliver the highest possible level of service, maximize revenue, and grow.

When all departments are able to move toward those common goals, it can boost prophet margins enormously.

While marketing and sales divisions have partnered for many years the scope of “revenue generation potential,” has widened to include other business branches. For example, customer service.

While CX agents are handling customer concerns, they are also building relationships. What better way to make upsells, cross-sells, or simple product recommendations? Marketing teams can work with CX agents to coach them on current promotions and generally supply data points that might better help them generate revenue through a department that used to only be seen as a money drain.

Having a good tech stack is critical for cross-departmental collaboration. You need tools that can sync up easily. Marketing, sales, customer experience, and other departments should be able to share information seamlessly in order to boost sales.

Use Social Media Smartly

To suggest that a marketer use social media in this age is a little like recommending water and air as a survival strategy. It’s self-apparent. What’s a little less self-apparent is how to use social media well. Modern marketing campaigns are able to access so much data that an iterative approach is required to maximize return potential.

Modern marketers must be able to constantly analyze their social media campaign results and modify their efforts accordingly. For example, you may find that a certain messaging strategy is resonating well with some customers but isn’t really appealing to your core base. Using that information, you may decide to adjust the tone of your messaging accordingly.

You may also find that you have a higher engagement rate at certain times of the day. You don’t just want your audience to see your messaging. You want them to see and remember it. This means publishing during times when they have a little bit of room to sit and relax rather than just mindlessly scroll.

Your data points may indicate that your core customers are online for the longest period of time between 7-8 PM. Knowing this, you may publish the majority of your ad copy at that time.

Data-driven marketing means getting the very most out of everything you post.

Market Through Education

Part of a holistic marketing campaign is about making the customer feel seen. Educational materials often accomplish this much better than traditional ad copy. Social media is one place markets can post content that compliments the overall intention and spirit of their product.

Many brands maintain Facebook groups where people gather to discuss the product and the niche it operates within. Marketers often also use blog posts as part of their inbound marketing strategy. For example, if you were marketing for a company that makes portable pizza ovens, you might publish content about how to make a great sauce. If you were marketing for a roofing company, you might make a post about how to replace a roof shingle.

Educational content is good because it builds trust and also attracts people with a since interest in the product being sold.

Conclusion

Modern marketing is not just about making sales but connections. Through data implementation and simple thoughtfulness, marketing teams can reach customers and new and exciting ways. The age of the internet has made everything much more personal. People now have instant and on-demand access to things that sincerely interest them. They won’t tolerate any less from their marketing campaigns.

By using data, marketers can leverage valuable insights that touch on every stage of the consumer journey.

Published: March 15, 2024
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Andrew Deen

Andrew Deen has been a consultant for startups in almost every industry from retail to medical devices and everything in between. He implements lean methodology and is currently writing a book about scaling up business. Twitter @AndrewDeen14.

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