What’s more memorable: The engaging conversation you had with someone recently? Or the billboard ad you passed on your way home from work? We feel safe betting it was the conversation – the give and take, the alignment with your interests, and the opportunity to learn and laugh are just some of the reasons a conversation is more likely to make a lasting impression.
The same principles apply when creating marketing campaigns. You should always be asking, “How can I create a two-way conversation with my consumers?” Before digital media tactics, this was a tough question to answer. But with modern marketing tools, integrating engaging conversations into your business plan is easier than it seems. We gathered a handful of resources you can easily use to take your audience engagement to the next level.
1. Creating Shareable Content
Key Tool: Google Trends
According to the Content Marketing Institute, 86 percent of B2C marketers are utilizing content marketing as part of their strategy. This shouldn’t come as a surprise: Content marketing is a tried-and-true method of promoting brand ideals in interesting ways. However, when getting started, most brands struggle to determine who their audience is and what they’re looking for. Without the answers to these questions, your brand will likely fail in creating relevant content for your consumers.
To learn what your audience is talking about, we recommend using Google Trends to easily stay up-to-date on the latest topics that are relatable for your consumers.
2. Social Media Management
Key Tool: Buffer
Social media is the easiest place to start your digital conversation, as 45 percent of the population is connected on some form of social network. But it’s important to not let your social media conversation become ineffective with inconsistent activity or content that does not appeal to the target audience. Content should have an authentic voice that consumers can trust. After all, 80 percent of people feel that authenticity is the most influential factor when choosing to follow a brand.
In order to keep an always-on social media portal, we recommend Buffer, an easy-to-use social media management tool for every network. Buffer allows you to schedule posts days, weeks or even months in advance and provides analytics on how your posts are performing and your audience is growing.
3. Repurpose Your UGC
Key Tool: VidMob
Repurposing content is an enormous opportunity to enhance the authenticity in two-way conversations with consumers.
93 percent of consumers find UGC to be helpful when making a purchasing decision. And the authenticity of the content is invaluable – 87 percent of brands use UGC in order to share authentic content and another 72 percent believe it increases engagement with audiences. Not to mention that ROI associated with UGC ads: UGC-based ads get 4x higher click-through rates than average brand advertisements.
Since 51 percent of marketers say that video content has the highest performance, we recommend using VidMob, a marketplace for video editors and a seamless hub for your brand’s video needs. All you have to do is upload UGC to the VidMob software and editors will generate social video ads for every network, most notably Snapchat ads and Instagram videos, which you can publish directly from the VidMob portal.
4. Know Your Advocates to Increase UGC
Key Tool: Vesta
The internet has afforded marketers the ability to speak directly to their target audience in the form of influencer marketing, as everyday brand loyalists share with their personal audiences. Influencer marketing is a scalable word-of-mouth marketing solution, as your brand activates a large number of consumers who will recommend products to their close, trusted friends.
A brand-owned community is the ideal platform for your loyalists to unite under a cause. Vesta Communities, our white-label advocate community platform allows your brand to create a home-base for your most engaged advocates. Through this home-base, your brand can seamlessly activate consumers to create user-generated content and strengthen relationships through exclusive experiences.
While the idea of creating a two-way conversation with consumers isn’t new, developments in modern marketing technology has made engaging with consumers quicker and easier. With these tools, you’ll spend less time modernizing ancient marketing strategies, and more time reaching audiences with relevant conversations.
Interested in more?
Check out our guide to creating successful consumer engagement.