Engagement Pursuit

As time goes by and technology advances at the speed of light, brands face bigger challenges around not only how to communicate with their audiences, but most importantly, how to keep them engaged with what they do. Marketers and communication experts only have a few seconds to capture their target’s attention so they can communicate the right message, to the right people, at the right time.

So how can brands capture their audience within the social media frenzy?

First and foremost, they should know WHO they are talking to and WHAT are they interested in – from hobbies and music, to social media preferences and lifestyle. Once this is identified prepare for some creative thinking, brainstorming, and remember there are no bad ideas – everything could potentially lead to an AHA moment!

Now that you have your idea clear, what’s the story? How can you tell it in one simple piece of content? Identify five elements in your story and write them down. Select the platform and format that better converges the audience’s preferences, the brand, and the untold story. Maybe this piece should be a video or a cinemagraph to increase reach, and since the content is highly relevant, pay-to-play! Investment in social media advertising will directly reflect in your results, and therefore your KPIs. This means you’ll have more eyes seeing your content and engaging with it.

Lastly, and definitely one of the most important parts: measure and optimize. You’ve already invested all this time and effort in creating a masterpiece, so now it is time to measure the results, analyze what went well, and decide if there is room for improvement or even replicating the concept and story in other platforms or formats.

The engagement pursuit is a never-ending marathon for digital marketers. What engages your audience today, might not work tomorrow. Stay connected. Stay digital!

Lucia Zazueta, Digital Strategist | Senior Associate