If you’re doing it right, you’re connecting and engaging with your users. Keeping your older clients happy, while onboarding new business is key to a successful engagement strategy. And hey, you put a bunch of time, effort, and money into content that promotes engagement. So what are some reasons you’re not getting any?
What’s up with your direct contact responses?
If you’re sending out content directly to your audience, items such as surveys and polls, and no one is responding, you’ve got a problem. Perhaps it’s time to rethink your style or tone. You don’t need to kill your branding; however, sometimes a tweak in your approach is all it takes to get some engagement.
Where’s your audience?
Remember: not all online platforms are the same. You may be performing great on Facebook, but using the same dialogue or rules of engagement on YouTube or LinkedIn, could be a disaster. Know what your audience is looking for across the board and be prepared to accommodate them accordingly.
Real engagement is the only kind that matters
You don’t like superficial people, why would you like superficial engagement? I mean, hey, awesome that you got 2000 likes, but guess what? Likes aren’t giving you the business engagement you want. In fact, they’re not correlated into further business at all. Think about how many times a friend from middle school asked you to like their page. Of course you do it, it doesn’t mean you’re going to buy their hand-knit mock-turtlenecks.
Established customers come first
Of course you want new business, but don’t forget about the tried and true. It costs more money to get a new client, than it does to keep the old client engaged. Stay true to your brand and loyal to those that have been paying your bills, while also speaking to a new generation of client.
Engagement is just as important (if not more so) than marketing
Understand your data, it’s super important. Once you completely know your demographics, analytics, customer engagement, etc., you can make educated decisions on how to keep connecting with your clients through content. This lets your client know you get them, without being too pushy. Yes, your data should also be used for retargeting, but don’t get too creepy with it- it can just as easily turn a past-client off.
Are new eyes seeing you?
You know what people like? You should, you’re a person. What do you connect with when you see a new business you’re interested in? How did they onboard you? Did they give you something? A video, a whitepaper, a webinar, a podcast? These are all smart ways to get the audience you want. Providing communication with your client is part of keeping them loyal to you. But don’t overdo it. Just like your mama said, leave ‘em wanting more (not unsubscribing).
It’s all about the metrics
Where are your metrics? Are they up or down? If they’re down- your engagement strategy is probably to blame. Are your posts being shared? Are your videos being watched? If that’s a hard no, it’d be a great idea to do a content audit. Once you know what’s working and what isn’t, you can adjust. Remember, knowing is half the battle.
If you’re looking for some quality help on your engagement strategy, look no further. We’re great at engagement. Give us a call today.