“Engagement” is the buzz-word of the hour. But, what does it mean in terms of experience branding and the buying cycle?
Language evolves and in today’s social media-driven world, engagement is where promises, obligations and commitments converge. “Engaged” customers are committed to a specific brand, company or personality and will stay committed.
But engagement doesn’t happen without work. Someone isn’t likely to agree to a marriage engagement if they’re not already having a meaningful romantic relationship. Likewise, marketing engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television product placements, or any other media outreach or inbound marketing efforts.
Because we live in a high-touch marketing world, where impressions must be either plentiful and frequent or extremely personalized and profound to convert people from passive browsers to engaged prospects the old rule of thumb was seven impressions before a brand is solidly planted in someone’s mind. Internet advertising raised that number to between 17 and 23. In reality, though, it’s the quality of the touches and the presentation of the content at the right time during
the buying cycle that establishes strong engagement.
One ideal engagement scenario captures Content, Timing and Personalization.
Target buyers that are researching your technology by writing up strong whitepapers and placing them on B2B publications as Research bate for leads at the beginning of the buying process.
When you have a strong list of targeted leads in your database, try to understand what these leads will want next. Are they ready for a webinar, software download or product brochure? Understand how these prospects behave at each stage of the buying cycle and converge this with your marketing automation approach.
Leverage retargeting to retarget prospects with the right at a time.
Keep your eyes peeled for businesses that enable you to achieve this ideal scenario.
Remember: The Right Content at the Right time = Deeper Engagement.