Engagement Marketing: Customer Brand Interaction Explained

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Engagement Marketing Guide

Engagement marketing is a term that’s thrown around quite often. However, even though it’s talked about a lot, the exact definition of engagement marketing can easily get lost between buzzwords and big expectations.

But even though engagement marketing doesn’t have the quantifiable qualities of sales, it’s still a vital part of a comprehensive marketing strategy. It should, therefore, be given the attention that it deserves.

But what is brand engagement? And what are some of the most important engagement marketing examples? Let’s explore the customer engagement marketing definition and its uses below.
What is Engagement Marketing?
Brand engagement is a marketing term that describes the commitment of an audience to a specific brand.

Since many markets are oversaturated with competing products that are, in many ways, similar, brands must find ways to stand out and build a connection with their customers that goes beyond the products and their specifications.

After all, brands are not only business entities that sell products but are also a representation of certain ideas, ideals, lifestyles, or beliefs. Therefore, companies that can position themselves in those regards in a way that appeals to an audience that they’re trying to reach will always have the upper hand if all else is equal.

With the rise of social media, brands can now interact with real people on a daily basis, curating and producing content, communicating via comments and messages, and getting valuable feedback that helps to quickly correct course if necessary.
How Does It Work?
Now that we’ve gone over brand engagement, we must look at the actual mechanics behind it that should be used when developing an effective strategy.

When it comes to engagement marketing, there’s a reason why most companies choose to hire professionals that can help them make sense of the customer data and devise the best strategy for moving forward.

Engagement marketing strategists have a structured approach that can be adapted to fit the company’s goals.

One of the most common goals for brand engagement marketing is to draw attention to the brand and to form the desired perception, shaping customer associations.

Brand engagement can also be used to start conversations with your customers, which can help build a stronger connection and increase customer loyalty. You could even use engagement marketing to emphasize the unique experience of being part of your brand and the culture that it represents.
Why Does Brand Engagement Matter?
For most companies, engagement marketing makes up a significant part of their budget. But why is it so important?

Well, the reason why many businesses place a strong emphasis on engagement is because it has a range of both short-term and long-term benefits.

For one thing, engagement marketing is crucial when trying to enter a competitive market. Most consumers are used to the products that they are buying, so if you’re going to get them to consider yours, you must find a way to grab their attention and show how your brand offers something unique.

What’s more, engagement marketing helps to showcase the value that your products can offer, as well as the values of your company that make it more aligned with the customer’s beliefs.

Finally, brand engagement can offer unique opportunities for partnering up with other businesses and tapping into markets that would otherwise be unreachable. By providing audiences with unique and engaging experiences, you can introduce your brand and grow your market share in the process.
Examples of Brand Engagement Strategies
Engagement marketing can be very exciting, especially when executed the right way – you’ve probably seen at least a few examples of campaigns that captured the imaginations of people and were widely shared on social media.

But while grand campaigns are always appealing, sometimes even little gestures can get the results that you want.

Marketo ran a very successful engagement marketing campaign where they sent physical packages of marketing-related fortune cookies to those that attended a webinar, adding a call-to-action that encouraged trying out Marketo.

The results – over one-fifth of the group that received the package showed interest, while almost ten percent ended up signing up.

A good mark of any engagement marketing campaign is getting your audience to participate. Whether it’s filling out a form, answering questions in a quiz, or even using an online calculator that matches them with the most relevant solution, every time you get your prospects to engage with your brand, you are getting them closer to the point of conversion.
Enhance your Engagement with LeadJig
When creating engagement marketing campaigns, finding an approach that aligns with your company’s image and helps you reach your goals can be challenging.

Luckily, at LeadJig, we can provide you with all the financial services marketing tools and data necessary to make better decisions and maximize your chances of success. If you want to learn more, please request a demo, and we’ll guide you through the entire process.

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