Can your company have more engagement in content marketing?

One of the main questions for marketers is audience engagement, and this intensifies when we think about the use of social networks to enhance strategies. However, you need to understand how these metrics influence your results.

Therefore, we have prepared a complete article to show you all the details. Today, you will learn everything about the methods and techniques to increase the engagement of your campaigns and, above all, understand if this is really what you need.

So, if you want to clear up all your doubts, keep reading!

What is engagement in marketing?

As we have seen, if you work in marketing, you may have heard of this term. After all, many companies strive to gain greater engagement from their audience. But what is the real importance of engagement in marketing?

Firstly, we need to understand that engagement is a relatively easy metric to measure. This is because it consists of the participation of your audience, as well as the interactions left by them.

In other words, engagement can be determined through what we call “vanity metrics”. Data such as the number of likes on a post, followers on social media, comments on a blog, among other details.

But why do we call them vanity metrics?

This name is due to the fact that these metrics are not directly linked to the sale of a product or solution. Therefore, thinking about a strategy with this purpose, engagement may not be the highlight of a campaign. However, it does not lose its importance!

After all, we have other areas within marketing that depend on good engagement, and as an example, we can mention the email marketing strategies. Therefore, to be successful with marketing, your lead base needs to interact with your brand.

Likewise, if social media is the focus of your strategy, we need to work to increase engagement for a given campaign.

How to achieve better engagement?

We have to say that this is not an easy task. This is because there are many variables between your company and its final objective. However, there are some tips that can help you with this new project.

We have listed some of them to guide you in a marketing campaign that has engagement as its main point. Continue reading!

1 – Produce relevant content

As we saw previously, engagement is related to the interaction that your audience has with the content that your company publishes. Therefore, it is necessary to deliver relevant materials, that is, that satisfy your public-bowel.

This way, it is possible to guarantee that the level of interaction will be higher, after all, you can see this in the way we consume content on the internet, like what we like, comment on posts that generate discussion and share information. All of this can help your brand grow.

But, to do this, you need to establish a content plan that is in line with your company’s persona. In other words, the ideal customer for your brand.

2 – Invest in communication campaigns

We had already mentioned that email marketing strategies require greater engagement. However, this is also a method to increase this metric.

This is because this is the main way to establish direct communication with your lead base. In this way, getting closer to your audience and making them interact with content published in other tools, such as social networks.

3 – Establish personalized communication strategies

It is not enough to rely on a list of leads, even if they are qualified. You need to establish a way to personalize the way you relate to your audience.

This way, understand what expressions your persona uses, what topics, and start investing time in building a relationship. A store, for example, can use Instagram to send discount coupons to special customers.

Likewise, you can dedicate a few minutes of your day to interact with the comments of a post, showing those who follow you that you are there to help them.

Should your company invest in methods to increase engagement?

In the methodologies used by Beatz, for example, vanity metrics are not as relevant, obviously, depending on the objective established. After all, they are not always sales indicators.

However, as we stated, this may depend on your objective and they can also help you. If your audience is engaged, they will definitely remember you when they make a decision.

Furthermore, bringing your audience closer is the best way to ensure that they are aware of your company's news and, therefore, have easy access to your solutions.

But, what do you think about the subject? Is engagement an essential metric for your brand?

We really want to know your opinion, so come and see the our social networks and interact with us. We will be happy to answer any questions and help your company grow!

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