Engagement is more than likes and shares, downloads, comments or other forms of actions taken as a result of a marketing message. That definition is typically top of mind for most marketing efforts. I am going to challenge you to think of engagement as more.
Over the last two episodes, I’ve talked about using educate, engage, and empower as check points for your marketing strategies.
- Does it educate? Are you covering all of the basics – who, what, where, why, when, and how?
- Does it engage? Are you drawing people in with the message you are sharing?
- Does it empower? Are you motivating your target audience to take action?
Engaging is about the details
If educating your audience is about the core details, engaging them is about the embellishing those details, creating interest and acknowledging the problems they have and how you are uniquely qualified to solve those problems.
Imagine a line art drawing. On its own, it provides an image but it is flat and maybe, boring. When you add shading, there is dimension and interest. Adding engaging details to your messaging adds dimension.
Elaborate on the problem you solve for your audience, including the external, internal and philosophical problems. Show your audience that you understand where they’ve been and can relate with their struggles or challenges. Answer their questions before they have the opportunity to ask them or realize they have the question. Lay a path for them to follow to learn more about you and your business. Create an engaging conversation even if you are not directly involved with the conversation yet.
Engaging is about the metrics
Engagement is also about the goals and success metrics you’ve defined for your tactics. Begin with the end in mind. Know what hope to accomplish – both as it relates to starting a dialog with them and moving them toward the bigger commitment of working with you. Those baby steps are known as a transitional call to action and can be anything from a downloadable worksheet, case studies, reviews or content like blogs or podcasts.
The goal is to create clarity of message and strategies, shared consistently with confidence.
Resources mentioned in this episode:
- Building a Story Brand by Donald Miller
- Episode 44: Marketing to educate, engage and empower
- Episode 45: Bringing education to your marketing strategies
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