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In marketing, engagement is defined as any digital activity that shows a user has spent time with your content, explored your website in depth, or interacted with your business whether online or in-person. Earning engagement indicates your marketing strategy is successful and provides you with a way to measure your company’s success.
Businesses who focus on audience engagement are more likely to improve the quality of their site visits, which leads to an increase in online activity like signing up for a newsletter or purchasing a product.
Ultimately, an expansive target audience provides companies with more engagement, leading to more ROI from their marketing investments.
Identify and Strategically Target Your Markets
Consider your current market and who else you’d like to include in it. Are you interested in growing beyond your local area? If you’ve noticed new business, has it been coming from a different location or niche? Decide if it would be worth it to expand your reach to a new area, whether it’s in a new neighborhood, a new town, or a new state. Additionally, consider if your company could fill a new niche within your current market.
Create a User-Friendly Website
People view websites for a matter of seconds before deciding if your content is worthy. When you create a purposeful web design and keep it simple, engagement will increase, leading to more customers. People are more likely to interact with you digitally when they are not overwhelmed by too much information. Ensure your branding is consistent. People will decide to choose you when they are presented with materials that are easily recognizable.
Develop Meaningful and Shareable Content
Once you’ve created an appealing web presence, you’ll need to develop a creative and strategic content plan. To start, you can leave lasting impressions on your web page by developing engaging landing page content specific to your target audience. To do this, ensure you use captivating keywords and call-to-actions. Additionally, you’ll want to create an effective social media presence. Decide which social media platforms are right for your demographics. When you build credibility through social proof, engagement increases, and clients are more inclined to choose you.
Create a Collection of Distinct Personas
Ensure your content is relevant to more than one target audience. Each landing page, article, or social media post should connect with a different persona. For example, CEO’s and college students require different messaging to elicit responses.
Prove Product Relevancy to Different Demographics
Your business can expand its target audience to a new demographic without forfeiting any current relationships. To do this, target different social media personas based on their platform of choice. For example, if you run an ad campaign on Facebook, your content may look different than a campaign for the same product or service on Instagram. Facebook is used for brand awareness, advertising, and B2C relationships, targeting Generation X (1965 – 1979) and Millennials (1980 – 1994). Instagram is used for organic content, advertising, and B2C relationships, commonly targeting Millennials (1980 – 1994).
There are many ways for your business to find its most meaningful audience. At CC&A, we’ll work to understand your goals, analyze your data, and determine where your current engagement strategy needs enhancement. Contact us today to learn more about our audience engagement services.