The art of engagement - how to engage with your target audience
Every brand these days has some form of social media following, whether they like it or not. So, it’s best for the brand to utilise this opportunity to tap into your market. This could help you discover new markets that you never even thought of or help you expand the one you already have. If used wisely and creatively, your online community can be your biggest inspiration when creating strategic campaigns and brainstorming what your next move should be. Let us explore some ways that we can get the best out of our audience in order to benefit them and us.
Create content that speaks to your consumers and not at them
Most of the time brands are stuck on what they want to say and what they want their consumers to think about them, forgetting that consumers will think what they want to . That’s what gives them the power over brands. So, why not create content that inspires them to think and engage more with your brand. Why not invite them to join in your conversation and hear what they think about issues that are beyond your brand. Don’t fall into the trap that most brands find themselves in – talking about how great the product is and all the features, forgetting that people want to know how your product or service will benefit their lives.
The only way to continuously stay ahead of your consumers is to constantly invest in research about your consumer. With the way information is vastly consumed, by the time you talk about a trendy topic, they have already engaged with it amongst themselves many times. So, pick your topics carefully: find topics that are relevant to your brand. Even unrelated topics will at least give you insight on what your audience wants to talk about. Find a different angle to approach every situation, a way that your audience will come to understand as your way.
Encourage user-generated content
There is nothing people of this time like more than talking or sharing stories about themselves – hello selfies! That is why it is important for a brand to encourage their users to share their own content. Your audience does not just want to be spectators, they want to be a part of the shift in your business, whether you have considered them or not. They want to feel and know that you care - and trust me, they are smart enough to know when you don’t. Look at the shift in how influencers have taken over as the voice of the people; how reviews on YouTube about your product are where people will likely go to search for the ‘truth’ as opposed to what you sell them. Get people to talk about your product without you pushing it yourself and see how truthful people will be, which in turn will help you perfect your product/service.
Look at how Nike has done this with their running app – how they manage to get people to trial their products, talk about them and form communities about them too. In this case, events work best where people get to test out their senses and see your product in real life. For new products, gauge their initial reactions and monitor what they have told their friends on social media! In this regard a social gathering with your audience takes first prize. Have pop up ‘demos’ where you are most likely to find your audience and get their initial reaction on your product – the best research you can pay for.
No, you can’t be everything to everyone. As much as you don’t want to limit yourself to one platform, it is also best to find the social platform that your audience most connects with or at least choose one which best describes what your brand is about to build on as your consumers change through the years. You want to stay relevant and engaging as a brand, but you also don’t want to run the risk of being seen as fluffy and all over the place.
It has never been more relevant than it is now to have clear direction on what you want to say and how. You don’t want to be another brand in the midst of all that noise. And that is what we at Yellow Door Collective are good at - helping brands form a distinct voice and communicating better with their consumers on all social platforms. If you need help with this, let us show you how.
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