Internet Marketing that Engages Customers
Engagement Marketing Builds a Big Following
The disruptive force of the Internet has created the biggest marketing opportunity since the advent of the television. Engagement marketing is Internet marketing with a focus on engaging customers with value added content and information. This interactive form of Internet marketing is emerging as a leading strategy because it earns you the right to communicate with customers on a going basis so you can build a long term relationship.
“But, do customer’s really want a relationship?”, you may ask. If all we do is capture their name and tell them how great our company is, they will have no interest. But if we engage customers on THEIR terms, and provide them with information THEY are interested in, then we can build a dialog with them that builds trust in the brand.
The nature of the relationship between company and customer must evolve from “telling customers OUR message” to “engaging them with compelling content THEY are interested in”. This is because today’s consumers have the technology and power to control what information they receive, when and how. Consumers now use the Internet as their primary tool in getting the information they need. Consumers proactively seek out information at the time when they are interested in it. This completely changes the marketing game from outbound marketing to inbound marketing.
With inbound marketing the tables are turned. Instead of defining our target market and then “finding them”, we need to figure out how to enable them to “find us”. There are two big advantages to the new paradigm of inbound marketing. First, most companies have not yet figured it out. Therefore, the companies that strike first by investing in inbound marketing can get a head start on their slower competitors.
Second, and most important, when customers use the Internet to search for information on a topic, they will be receptive to a message. And the best way to get attention and to become known to your customer is to provide them with value added information on a topic they care about at a time when they are interested. Search Engine Optimization and Pay-per-click advertising are the two biggest Internet marketing tools for your customers to find you.
Engagement Marketing Methodology
At Brand Periscope, we approach Internet Marketing with an Engagement Marketing Methodology. While inbound marketing focuses on having customers find you, engagement marketing deals with the entire customer experience of how to attract, engage, and convert customers.
Our Engagement Marketing Methodology defines five clear steps: i) Be Different, ii) Attract, iii) Engage, iv) Convert, and v) Nurture.