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Connect with Your Audience Through Engagement Marketing

by Michelle McNally | Apr 10, 2018

The average internet user is bombarded with messages every day. Engagement marketing cuts through the noise with meaningful, helpful, relationship-driven connection.

Today’s savvy businesses and organizations – from top international brands to niche mom-and-pops – increasingly rely on engagement marketing to build reach and foster brand loyalty. It's a strategy that focuses on long-term benefits rather than immediate results.

What is engagement marketing?

credit: Pushing Daisies / Warner Bros. Television 

Engagement marketing, sometimes also called relationship marketing, begins with creating helpful content to stimulate conversations with customers. You build rapport and establish expertise, and then your loyal audience spreads the word in a rippling effect of reach. 

Why does relationship marketing work?

Consumers today read an average of 10 online reviews when deciding whether to purchase a product. Recommendations from friends and connections – or even reviews from people they don’t know – have a bigger impact on consumers' purchasing decisions.

So how do you motivate your customers to tell their friends about you or leave you a positive rating? You respond when they ask questions, and you make them feel important.

How can we connect with our audience?

credit: Supernatural / The CWThink of engagement marketing as a conversation that builds the relationship between your brand and your customer. You and a friend might start talking about a recent episode of your favorite show, then laugh about the latest viral meme on Facebook, which reminds your friend to tell you about the amazing detergent she tried last week that really does get spaghetti sauce out of T-shirts. She’s enthusiastic because the stuff really works, and you’re listening because you value her opinion.

How do you connect with your audience using engagement marketing? You build that sort of rapport and get your customers psyched to talk about your brand to their friends. 

What’s the ROI for engagement marketing?

Admittedly, relationship marketing is a long game. You may not see an immediate lift when you get started. But sparking conversations, nurturing relationships, and expanding your circles of social reach can help you cut through consumer skepticism about advertising. 

In the short term, engagement marketing builds your search engine relevance, and in the long term, humanizing your brand and broadening your reach with social proof will produce measurable returns on your investment.

Ready to expand your reach with engagement marketing? BoxCrush can help you. Let’s talk about how to craft a custom relationship marketing strategy that connects you with your audience and produces results. Start a conversation with us.