If you are a marketer or manager, it’s highly likely you’re in the midst of heavy duty planning for the new year that is quickly approaching. If you are in a role that is responsible for monitoring or managing your company’s website, blog or social media assets, you might be considering ways to increase your level of engagement on these various assets.
At DMA Solutions, one way that we work to increase engagement with our target audience is by initiating marketing activities and programs that aim to delight them. Because you have done the work necessary to position your company’s online assets to be a result for searches that include your products and services, you now have the opportunity to delight the people visiting your website, blog or social media page. When you delight, you invite engagement by providing information and inspiration that directly relates to the needs of your visitors and followers.
There are many ways to delight your audience but in our practice, we have found these three fundamental steps are needed to ensure you are successful in delighting:
1. Know Your Audience
If you don’t know who you’re targeting with your marketing initiatives, how can you possibly provide them with solutions that delight? You can’t. Before you plan to enrich your engagement by offering helping and inspiring content, you must first define the target audience. By conducting a deep dive into your digital assets’ analytics platforms, you will be able to determine the people behind the visit, click, “like” or share. You could also include features on landing pages or even in a social media posts like polls or forms with questions, helping you get to know your audiences better based on the way they respond.
2. Present Relevant Content
As you seek to learn more about the interests and preferences of your target audience, you will be in a position to delight by presenting solutions to the direct needs of your target audiences upon arrival to your website, blog or social media page. For example, if you know that your audience visits your website seeking quick and easy ideas for cooking or snacking with your products, you are in a position to deliver them content that helps them solve this problem. Perhaps you’ll feature a call-to-action link on your website home page that leads the visitor to a 30-Minute Meal Ideas eBook offer. Or maybe you’ll post a blog entry providing “Healthy Meal-time Tips for the Busy Mom” to delight. In summary, your content creation needs to begin and end with your audience in mind.
3. Seek Permission
Offering the inspiration seeking website visitor with an invitation to download a recipe eBook or an offer of any kind presents you with an opportunity to collect important data via an online form. If you are seeking to gain permission to delight the customer or consumer, in this instance, you might ask for a first name and an email address. With this information, you are now able to send an email to this contact on a consistent basis to further delight them with the information that they seek.
Imagine if your marketing were geared to do nothing but delight web visitors, social connections, and buyers in 2015. Adopting a “delight approach” to your marketing will give you permission to share content that matters and the opportunity to nurture the audiences that care about your products and services on a consistent basis, resulting in a deepened sense of trust between your brand and your customer.
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