One of the most interesting trends in marketing is engagement marketing, also known as experimental, event, on-ground, live, or participation marketing. In 1:1 engagement marketing, marketers engage customers one-on-one and invite them to become an active part of the development of the company and its brand. In this form of marketing, customers are not passive recipients of your messages, but rather are in an active, ongoing relationship with the brand.
Though most frequently utilized in B2C marketing, there is powerful potential for the B2B marketer as well. It looks different than how the B2C marketers do it, but it’s just as effective. Here is how to leverage 1:1 engagement marketing in the B2B realm.
Learn to Engage Your Customers One-on-One
Engagement marketing is all about timing. In order to do it successfully, you need to engage the lead before they begin the process of researching products to buy. Social media lends especially well to engagement marketing, but you can also utilize email, phone, chat, or even face-to-face interactions.
Learn the Differences Between Engagement Marketing and Sales Calls
Engagement marketing is not making a sales call. The purpose of contacting the lead isn’t to get them to make a purchase; it is to begin forging a relationship with them. Engagement marketers contact their leads to get their opinions, have them express their own opinions and thoughts, give their input on products and related issues, etc. But engagement marketing is a two-way street. The marketer is also providing the lead with valuable information. This is where your spectacular content comes in. You’ll want to keep up your end of the relationship with how-to guides, interesting reports, case studies, and informational videos — whatever it is your customers express that they want and need.
Learn How to Engage in Ongoing Conversations With Customers
Engagement marketing is not just a one-and-done ordeal. It involves an ongoing dialogue with the lead (which should become a customer rather quickly). When done properly, engagement marketing can deliver a customer lifetime value that is two to five times higher than ordinary marketing strategies produce. To continue the engagement with your leads and customers, you will need to continue to connect with them in a variety of ways. Create and manage hashtag campaigns relative to your messages. Invite your customers to participate in the marketing by producing their own content — how do they use a particular product or solve a particularly troublesome problem?
Learn to Use Cross-Channel Engagement and Marketing
Don’t limit your interactions to social media. Reach out to your leads and customers wherever they are — on email, via chat sessions or forum groups, or even on TV and radio.
It is quite easy to get wrapped up in the social media aspect of engagement marketing, forgetting that engagement needs to be across channels. After all, your leads and customers aren’t always on social media. Learn to branch out with your communications and reach them where they are — in forum groups, on email, or even on more traditional advertising venues like radio and television, if that suits your customer profiles.
Aside from the incredible value of building solid relationships with your customers, engagement marketing has the potential to generate even more data as you collect their email addresses, media habits, and other interests. This means you’ll have a whole lot of data that you need to put to good use in lead generation and other marketing efforts.
Want to know how best to use all that data? Leadspace can help with that. Download the Ultimate Guide to Driving Revenue with a B2B Customer Data Platform to learn more today.