Here's the latest in our weekly discussion series based on the "Engage to Win" workbook . This week's topic is: Engagement means to attract, occupy, or hold the attention of a person. How have you seen companies marketing in a way that lives up to this definition? How do some companies fall short?
You can take a look at Steve's most recent blog for additional background. Looking forward to hearing your thoughts!
Understand your buyer and give them the ability to create their own buyer journey. Too many companies use the method of emailing/marketing to you until something hopefully sticks. That may work in the short term but cannot scale.
This marketoonist cartoon always sticks out to me when I think about these topics:
Granted it's a little content-specific, I think one of the ways that a lot of companies fall short in the broader realms of nurture, too. There's not many who are really able to genuinely understand their customer's interests & concerns - but a lot who are able to wrap the business' interests up in a thinly veiled "trojan horse" of perceived customer interests.
I totally understand why, too - business interests are easy, and perceptions of customer interests are easy. It's also a necessary starting point for most businesses, but many never progress to the next stage - which is so often where the real magic is.
Customer service! Even though my fitbit dies within a year of buying it, I absolutely love that company because of their high level of customer service. When I call them, it genuinely feels like they want to help me and they're very quick with replacements. You can have a great product and great marketing and amazing sales team...if you can't retain customers you won't get anywhere.
Things like Marketo Community come to mind when referencing a great tactic for engagement marketing. I think having a platform for advocates and users to share information is a great way to market. Whether it's through a user group, an online platform, or just a few happy hours a year, creating a sense of community around a product or service works!