Businesses are becoming increasingly reliant on the internet and digital marketing to inform and educate prospective and existing customers. While content marketing plays a vital role in conveying a company’s brand message, online engagement is critical to promoting this message and solidifying relationships with your target audience. Online engagement tools such as social media and email marketing allows a company to interact with prospects and customers dynamically and transparently, driving home its core message.
Social media is one of the greatest community building tools in history. Content shared on social media amplifies a company’s online presence, while transparent social exchanges project its authenticity. This helps to foster a longstanding connection with new prospects and existing customers. Social media marketing recognizes each social follower as a person interested in the company. Companies should use social to expand their reach and engage prospects on their terms. Also, businesses can use data gleaned from social interactions to better understand the interests, wants and needs of their target audience.
As consumers demand more relevance in the type of content received and the nature of its delivery, dynamic and personalized email marketing campaigns are becoming crucial to online promotion. Through a series coordinated emails, companies are able to send out highly personalized content tailored to customer segments at various stages in the buying cycle. These campaigns allow brands to efficiently nurture new prospects down the sales funnel and to stay connected with existing clients.
INTEGRATION IS KEY
To form connections that matter, businesses need to produce original content that is exceptional, personalized, and relevant. By responsively engaging with their audience over social media and email, companies are able to promote their content and message in a concise manner. Companies can also take advantage of analytics and the ability to adjust online campaigns easily to better hit their target market.
While social media, email marketing and mobile advertising are expected to increase, they only represent a few elements of a fully integrated marketing strategy.