ENGAGEMENT MARKETING

Arin Anderson, Owner

andToday’s Consumer

MARKETING, DEFINED.

a : the act or process of selling or purchasing in a market

b : the process or technique of promoting, selling, and distributing a product or service

2: an aggregate of functions involved in moving goods from producer to consumer

Marketing is a process. It cannot be defined by doing one thing, one campaign, one mailing, etc…especially you intend to see ROI.

ONE-WAY COMMUNICATION For years, in fact, since the invention

of the word “marketing” in the 1500’s, communication was one-way.

Consumers watch a commercial, read a print ad, listen to a sales pitch and make their decisions based on what they’ve just seen or heard.

No conversations, explanations, or questions asked.

TWO-WAY CONVERSATIONAL COMMUNICATION

Two-way communication is what most of us have come to know and love.

Conversational communication is about, you guessed it, the conversation you build around your brand, organization or person.

Marketing has evolved to match people’s desire to have a say in, learn about and make decisions regarding products or services.

TODAY: THREE-WAY (MULTIDIMENSIONAL) COMMUNICATION

Today, communication has evolved to a more aggressive interaction between consumer and business.

This can be better described as relationship marketing. People not only want a conversation, they want a direct involvement with their products/services and the companies producing them.

People also now expect companies to meet them where they are. This means a multi-platform approach to marketing.

SO, WHAT DOES IT ALL MEAN? In a nutshell, Engagement Marketing, is

just a fancy term for social interaction between a brand or company and it’s target audience or consumer.

Think of it as a “Good ole Boys” club, but you’re now inviting your audience in, taking business networking to the next level.

Instead of a small club, you are now privy to an unlimited network and more possibilities of marketing to them than ever before.

TODAY’S ENGAGEMENT MARKETING PLATFORMS:

Live Networking & Event Marketing Business networking groups, open houses, grand openings, anniversary

celebrations, customer appreciation events, etc…

Email Marketing Email marketing is a way of treating your consumers like VIPs. Give special offers,

leak exclusive information, create a feeling of excitement around your product/service/brand.

Social Media Marketing Social Media is your platform for direct interaction with your consumers. What

better way to get straight to the source than by talking to them? Find out what they like, what they don’t, get their stories, make them feel as if they are as much a part of your brand as you are.

Digital & Web Marketing This is your chance to brag! Don’t be shy, a good website and digital content is KEY to

engagement marketing and moving your audience to take that next step into seeking more information and ultimately buying. The #1 place people go to search for your business is___________.

Guerilla Marketing This is just a fancy term for creative, unconventional and low-cost marketing tactics. Be it viral

video, picture blogging, photo contests, in-person tours, etc…Think Outside the Box.

Traditional Marketing Print, Radio, Television

WHERE DO WE GO FROM HERE?

First things first, DO NOT try to do everything at once. Do a brief analysis of your marketing and ask yourself

your top three priorities. Be sure you know your brand inside and out and how you

want people to view it, because there is no hiding behind dinky ads or catchy jingles anymore. You HAVE to be prepared to stand behind your brand.

DON’T get a social media or blogging platform because someone tells you that you won’t survive without it. The worst thing you can do for your business or organization is start something you wont finish and diving in to digital communication before you are ready is the #1 way to do this.

Lastly, realize that YOU ARE NOT ALONE. Small business everywhere are slowly realizing the power of engagement marketing and relationship selling:

SMALL BUSINESS & MARKETING 60% of small business owners have worked

in their industry for 20+ years. You are your own expert, use it to your advantage!

The average marketing budget of a small business is 9-12%. You aren’t the only one having to do a lot with a little. Get creative. Get social. Get engaged.

56% of small business owners believe social media and engagement marketing takes more time than they expected. Your time is valuable, that is why having a plan is key to your success in a digital social environment.

79% of small business owners rely on word of mouth marketing. Don’t forget you need to influence what the word is and what better way to do that than engage your audience where they are.

Believe it or not, male business owners tend to prefer their company website for marketing, while female owners lean toward social media. It’s important to look at your own marketing style and tendencies, but be sure to play to your company strengths and don’t alienate potential customers or clients by hanging out in your comfort zone.

QUESTIONS?

CONTACT:ARIN ANDERSON765-425-0078ARIN@ANDERSONCREATIVECOMMUNICATIONS.COMWWW.ANDERSONCREATIVECOMMUNICATIONS.COM@ANDERSONCRE8IVEFACEBOOK.COM/ANDERSONCREATIVECOMMUNICATIONS