In a crowded marketplace, two things always stand out :
Brands that have empathy and brands that listen well.
Engagement at scale is omnichannel marketing that earns and retains your stakeholders’ interest.
You buy from the local shopkeeper who knows you so well, you respond when she messages that the perfect item for you is now in stock. She’s that good at delivering recommendations.
Today, that spot-on recommendation is just as likely to come from Amazon or Google. Algorithms are that good at delivering recommendations.
In either case, you’re not going to respond if you haven’t already developed trust.
When a brand can anticipate its prospects needs and questions, while inspiring and intriguing them, it builds trust.
Technology drives efficiencies in that process, but the engagement is the interaction that you notice, remember and come back for.
Elements of Engagement Strategy or Why Seth Godin is Our Spirit Animal
In his Permission Marketing book, Seth said that permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
Seems simple enough.
But it can be hard to do if you’ve spent an entire marketing career pushing messages in an endless monologue.
Engagement at scale brings the spirit of permission marketing to life, uniting the benefits and skill sets of public relations and consultative selling with data-driven messaging and advertising automation to create an authentic emotional connection with your audience.
The elements of engagement at scale are:
- Content and experiential marketing that anticipates and delivers on the needs, wants, and desires of your prospects.
- An earned media mindset that goes beyond PR to encompass all paid, earned and owned channels.
- Leading with purpose and taking principled stands on issues that matter to your stakeholders.
- Leaning into automation and machine learning to assure that the right message reaches the right person at the right time.
- Approaching customer service as a brand imperative that is part of marketing, not siloed from it.
- Being a good and ethical employer that employees love to talk about.
From the Sales Funnel to an Infinite Buyer Journey
The sales funnel is dead, long live the infinite buyer journey.
The smart folks over at the Content Marketing Institute observed that the traditional sales funnel literally squeezes prospects.
Funny, not funny.
The buyer journey is continuous, transcending the transaction and ensuring that you get to the relationship. Which is why the ability to scale is important.
At every touch point, It’s a dialogue, not a monologue.