Audience engagement isn’t an exact science. We talked about target audience last week — why it’s important, how to do it, and a little about our own. But now that you know who they are, let’s talk about how to keep your audience engaged.
Above all else, people hate feeling like they’re talking to a full-service marketing machine. Take the time to develop a consistent voice to use in all engagements, from web content to social media management, to other customer service functions. Be sure your team understands and uses your voice.
Marketing a two-way street. Gone are the days where simply suggesting, directing, or compelling an audience is effective. If something doesn’t spark joy in 2019, you’re going to lose your audience. Just saying “like, comment, share” isn’t going to cut it. You need to…
Make it worth their time.
Time is a valuable resource and today everyone is more aware than ever of what it means to their OWN brand to endorse a company or product. Even further, the people who endorse you are an extension of your own brand. If they’re not your target audience, this can actually scare off audience engagement.
So do something that encourages the right kind of interaction. Ask real questions. Give away products and services with real (and enviable) value that your clients will truly be excited to receive.
Respect their time.
Once you have their attention, use it wisely. Don’t barrage them. Have a real and genuine conversation. Respond to questions thoughtfully.
One way you can do this is by making your message skimmable by using images. People are busy, and don’t have the time to read a wall of text. No matter how well-written, your audience does not have time for a novel. Give them the info they need and move on.
What have you found works for your own audience engagement? We’d love to hear about it.