Published on March 13, 2014
The Internet paved the way for the significant changes in the business interaction with customers.
Businesses used to communicate with the customers to change buying decisions in their favor. But the Internet has enabled customers to filter what they want to see, which does not include blatant marketing, advertising, and spam.
With traditional advertising, the message comes from the businesses to the customers. More exposure means better returns. However, it is expensive and the audience can easily filter the ads.
Engagement is different. It requires giving the customers something valuable upfront. Returns only come if trust and authority are established from the engagement. It benefits not only the advertiser, but also the customers.
To engage as business interaction with customers, you need to know the target audience, what they need, what you can provide, and how to earn money from it.
Another important factor in engagement is that it should provide value to the customers. It could be information, entertainment, guidance, instruction, support, or anything else that would convince the customers to work for it.
You can start a community resource, where customers can get quality content. It can also build an online community.
But this can be nerve-wracking for businesses when they know there’s no guarantee whether their engagement efforts will pay off or not.
Although customers can easily get turned off by advertising on a site claiming to be an online resource, it doesn’t mean you should not do any marketing or branding. Make sure they know that you are giving them something valuable. Prioritize their needs first, then advertise..
Once your community trusts you, combined with social media influence and organic search traffic results, you can get good results.
To be socially engaged now, you can get help from an SEO expert. Hire one now!
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