The next step that comes after brand awareness is to leverage your brand engagement. Brand engagement refers to any brand-consumer activities and interactions across online and offline channels provided by the brand. The level of interaction intensity between the brand and its consumers will increase the level of brand engagement, and influence the consumer’s decision-making process that may lead to purchase.
Before we begin, we have to address the rule of thumb in increasing brand engagement, content relevancy.
Not only will relevant content increase your brand engagement, it will also provide you the guideline in talking to your prospective customers. Relevant content is derived from great customer persona, in which you try to identify your customer’s pain points, goals, and the channels they use in every stage of their purchasing decision. You can read our previous blogs on how to create your customer persona and map out customer journey.
After getting to know your customers on a personal level, here are 3 things you can do to increase your brand engagement:
1. Monitoring the Latest Trends That Spark Online Conversation
Today, we spend more hours online than ever. The increasing dependency on internet activities is a blessing for those that work in the branding and marketing field. People engage in many online conversations everyday, be sure to include yourself in them. Monitor the most recent viral topics and trends and create relevant marketing campaign in relation to them. In the midst of the ‘human venture to space’ conversation in 2012, RedBull decided to launch the Stratos campaign, which later earned them the privilege of being one of the most successful campaigns of 2012.
2. Focusing on Quality Content Over Quantity
We create more online content now than ever, and for consumers, it becomes a task for them to find the one best suited for their needs. Therefore, not only will regular quality content creation increase the consumer’s trust about your brand, but it will also leverage their perspective on your brand and they become more likely to engage with you.
3. Share Your Value, Tell Stories
In 1963, Martin Luther King Jr. shared his beliefs with the world. People showed up to his speech not because they felt obliged to, but because they held the same beliefs as he did. Your brand should too, share its value and let those with the same beliefs come to you. Our previous blog touches on finding your brand’s value and communicating with your customers. After that, tell them stories that revolve around your beliefs. Those who share the same beliefs will then proceed to engage in a deep and meaningful conversation with your brand.