Marketing is harder today than it was in the past. There are more ways that your customers can find out about your product without going through you. Customers have more control than your marketing department does.
But…
Marketing is easier today than it was in the past. There are more tools available for you to connect with people. Engagement marketing is a popular way of reaching out to individuals, customizing experiences to groups of shoppers, and engaging (if I may) potential customers more effectively.
Good engagement marketers realize that when companies connect with people early in the process, and allow for input from prospective customers before trying selling to them, you have a better chance of developing long term relationships with them. You can turn prospects to fans, and fans to loyalists, and loyalists to advocates and brand champions.
So how do you do this?
Create a community, either through a forum, a blog, your website, or a social network. Start an email list. Don’t use any of these platforms to market your products. Use them to communicate your plans, your vision for your company, and ask for input. Hold contests, offer prizes for ideas you implement, and get everyone involved in “planning”.
The more your potential customers feel that they have invested in your products and marketing, the more likely they will be to help you promote, and recommend it to their friends and families. You’ll stand out from the crowd of companies who ignore their pleas. And you’ll gain real insights into your market, including what your competitors are doing and how you can better fill their needs.
Engage people early. Show them you care. Listen. Learn. Then use them to grow!