The 4 Types Of Engagement
Is your marketing engaging? Are people responding to your posts, videos, and ads? We can advertise all we want, but if it’s not engaging, we probably won’t reach our true potential. Today I am going to talk about the 4 types of engagement and different examples corporations use.
Here are four different definitions of “engagement”
1) To occupy attention (you get peoples’ attention when you offer what they’re interested in)
2) To secure for employment or hire (you definitely want them to engage you, right?)
3) To attract or hold fast (when you offer expertise and service freely, your community is not only attracted but loyal to you)
4) To bind, as by pledge, promise, or oath (you give your commitment to do your best for your community and clients)
Top Fortune 500 companies have used this approach and you probably never even noticed it.
They just seem to be good guys, giving great service and educating people while asking for nothing in return. They’re marketing but you don’t feel like they’re pushing their product or services on you. They’re giving you something of value and you appreciate it, and you appreciate them for giving it. And when it’s time to buy something they offer, who are you going to think of first? The majority of our most recognizable companies like Google, IBM, General Electric, Nike, Coca Cola, and Whole Foods use some form of engagement marketing. They show that they understand us and what we need. They educate us and offer value rather than spew- ing sales pitches at us. This is certainly more pleasant and it’s also incredibly successful! If it works for some of the best companies in the world, it’s worth considering for your business, right?
So, how exactly do they do their engagement marketing?
A few examples: Whole Foods: Whole Foods does tons of education. They offer customers information on healthy living and eating. They give useful tips on how to eat inexpensively, and they create articles on how to feel healthier based upon what you put into your body. Each store has “Take Action Centers” which, according to its website, “offer customers a wide variety of information on local, regional, national, and international issues of concern. Customers not only learn about important issues like genetic engineering, organic foods, pesticides, and sustainable agriculture, but we offer them the means to affect change by keeping them updated on new legislation and the tools they need to effectively participate in shaping those issues.”
How could you educate your community about something within your area of expertise?
Ikea: Ikea is known as “the king of content marketing.” Ikea’s president explains it this way: “So, we really start with the customer, and try to see what’s important to them… And then how can IKEA help them so that we are truly partners in making their life better at home every day.” One of their surveys showed that 72% of people feel stressed on weekday mornings. So, Ikea created a whole website dedicated to tips on how to get your day off to a good start. Brilliant!
Could you figure out the pain points in your community and offer solutions from the perspective of your business or profession?
Coca Cola: Coca Cola’s marketing hasn’t been so much about education as about giving emotional value. One of their campaigns started in Australia in 2011. It’s still going strong and has evolved over the years. For the original “Share a Coke” campaign, Coke replaced the label on their bottles and cans with “Share a Coke with” then a name in that country. It might say, “Share a Coke with Jim” in the U.S. or “Share a Coke with Nigel” in the U.K.
People went running out to find a Coke with their name on it and they bought Cokes with friends’ names on them. Soon the whole thing went viral because people posted pictures online with their personalized drinks. People loved it and it established a real emotional connection with their customers. Emotional connection and even fun are great ways to engage people in the community. The key is to think about what your community really cares about and come up with an authentic way to connect on that level.
I did a challenge for my real estate business on Facebook: “I need your HELP Friends and Family $100 Visa Card to the person who can design my next Billboard ad w/ a Catchy Slogan. Something memorable, like the ads we see for Chick-fil-A trying, where a Cow is telling people to Eat more “Chikin”. Bring it on People!” I was shocked at the number of responses and, even better yet, the great ideas they came up with. One of these ideas became my billboard ad—“Krista, The Key to Sold!”—and I gave them the prize and recognized them in a post on Facebook.
That’s the key to engagement marketing is to give the community something they want or need that adds value to their lives.
Engage Your Community. do this, they certainly don’t feel like they’re “being sold.”
You’re not asking your community for anything back. You’re just giving to them, making their lives a little bit better, by educating them, giving them valuable information, or even giving them a chance to laugh or use their creativity. When you do that, you develop a relationship. They feel comfortable with your motives and confident with your service. Now that you know more about engagement and how to use it try it out in your video marketing. If you need help with your video marketing I have the perfect guide for you. My guide will teach you how to get started with video & stand out in your market regardless of your experience or the state of your market! To get the guide just visit www.KristaMashore.com/VideoKit.