Does your brand need reinvigoration? When your customers disengage, it can hurt your bottom line. But customer engagement can’t be forced, either. It’s far too easy for audiences to turn off and tune out when it’s obvious that a company is doing something just for a quick engagement boost.
A well-rounded customer engagement strategy combines both online and offline efforts. It’s not enough to just start a hashtag; brands need to get out into the real world, too. These strategies can give your brand the boost it needs both online and out in the world.
#1 Sponsor Live Events
Sponsoring a live event is one of the most effective ways to associate your brand with a certain lifestyle. Find the type of events that attract your target demographic and work on a sponsorship arrangement.
One of the most powerful ways you can reach out to potential new customers is to plan a brand activation at one of these events. Come up with a campaign that will entertain or enhance the experience that will draw attendees to your brand.
#2 Advertise on Digital Billboards
The evolution of transportable digital displays has made it more cost-effective than ever to deploy portable digital billboards for your events and marketing campaigns. Portable digital billboards are the perfect complement to live event sponsorships and brand activations in public, but they can also be used to transform brick-and-mortar retail or event spaces.
A portable digital billboard no longer comes with high setup costs. They can be located just about anywhere in any weather, putting you wherever your audiences are.
#3 Build an Online Community
A growing trend among top brands lately has been a shift from big, one-off advertising campaigns to creating more personal, ongoing experiences. One way they’ve been doing this is by creating online communities for customers and users.
One example is American Express’s OPEN Forum community, a hub of resources and insights for small business owners. American Express targeted a subsection of their customers, entrepreneurs, and built ongoing engagement around their needs.
#4 Make It Personal
You have more access to data than ever before, so make use of it. Online interactions get lost in the noise of advertising, newsletters, and promoted content. Leverage data and customer surveys to create custom communications that tell customers you’re paying attention.
Remember, a successful marketing message is never about you, it’s about the customer. Audiences aren’t concerned about your mission or story. They want to know how you fit into their lives.
#5 Offer Real Value
Building customer engagement is going to look different for every business, in every industry. Whether it’s giving out free samples on the sidewalk or planning a brand activation at a major festival, what you do should offer real value to your customers and potential customers.
Unless your engagement campaign offers real value to your audiences, prepare for the public to brush it off. If you want to drive up engagement, give them a reason to stop and share their time with you.