Producing great content is an excellent start for any company aiming to work on its audience engagement strategy. However, writing blog posts, adding video and intriguing images aren’t enough. This is too passive, and while it may garner some customers and business, it’s not the way that you will be making the most of your time — and resources.
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So what do you do to keep you visitors coming back?
Engage, engage, engage.
Many brands fall into the trap of just pushing content out there. Sometimes, this will work — and it can fly far. However, they need to be smart about their content, and to…drum roll please…work on starting conversations. In order to keep audiences coming back, they need to feel like they too are getting something from your content – that they are invited to contribute, and that their needs are taken into account. THIS, friends, is audience engagement.
Solve their problems.
As marketers, we don’t have all the answers. However, presenting a product or brand that will help lives and make them easier is one way to keep audience engagement high – and customers coming back. For instance, if you solve one problem, they’ll look to you as a potential figure to solve more. And everyone can use a little help sometimes, right? A great example can be seen in this article from Mashable that cites how KLM engaged with its audiences in order to ease the problem of people spending copious time in airports.
Make them part of a community.
We use social media instead of meeting up, we FaceTime rather than get together, and who calls one another any longer? People are finding and building online communities and connecting with like-minded individuals around the country. Make it part of your audience engagement strategy to create a strong community around your brand, product or company in order to connect others to your brand, but also to one another. They’ll come back for the connections, and more.
Remember social media is key.
Any brand needs multi channels in order to reach the most people it can. Do your research, find out where and when your audience are online, and speak to them. Join forums and listen to what others are discussing, follow influencers on Twitter and always be sure to like back others’ Instagram delights. You also have to be a team player in order to maximize your reach, and use social media to its capacity.
With a bit of attention and come great conversations, your audience engagement strategy will encourage repeat visitors, and hopefully create a unique community in the process.
How’s your content? Check out where you can IMPROVE your content with our scorecard.