What’s in it for Me? Engagement Marketing
The world of commerce has changed dramatically in the past few years. Technological, demographic, social and economic changes are raining over small businesses in a never-ending series of squalls. With the advance of social networks, smartphones and instant communications technologies, traditional, one-way “tell and sell” messages laden with clichés and jargon don’t deliver ROI.
Today’s audiences require real dialogue, a demonstrated value proposition and a say in how they interact with your product or service. They form their own opinions and “customize” their own worlds.
They demand to know “What’s in it for me?” before they actively “like” your company.
Enabling your business to court this new engaged customer requires you to build a sales and marketing platform that:
Builds real relationships through real dialogue with engagement marketing: Whether face-to-face or online, this dialogue must be genuine and must be sustained over time.
Listens instead of speaks: Your customers are telling you important information by their actions and responses. Ask: Do we have a compelling value proposition? How relevant is the story we are telling? Does it matter to our prospects? Then adapt your message based on feedback.
Simplifies interactions: Don’t make it complicated to interact with your company or to use your products. Be aware of how your customers want to interact and meet them there.
As Peter Drucker once said, “the purpose of business is to create and keep a customer.” Doing so is hard — if it wasn’t, everyone would be doing it.
You can make selling easier by tightening your focus, simplifying your approach and creating dialogues that address your customers’ real needs with engagement marketing.
“I’m a big believer in the adage ‘it’s better to give than receive.’ When I meet someone new, I try to find out about them and really listen to what their issues are.”
— Glenn Franklin, TAB Member and partner at Franklin, Gringer & Cohen
If you need someone to listen to your business’s issues, consider joining On The Bus! Find out if membership is right for you and your business.