Engaging your audience builds brand awareness, trust, and loyalty. Not only can it help you retain customers, but it can also allow you to generate new leads with ease.
Eventually, as your audience engagement ramps up, it will translate into different forms of trackable metrics and analytics, giving you more traffic, likes, comments, and shares on your website and social media platforms.
Overall, having an engaged audience is a win-win situation. Your customers will feel cared for and enjoy special perks while you reach your business goals.
10 audience engagement strategies & tips
Audience engagement plays a huge role in the success of any business, but increasing audience engagement can take trial and error.
In this section, we have gathered 10 surefire strategies and tips to help you boost audience engagement, whether you want to concentrate on your social channels or make your business website more user-friendly.
1. Understand engagement
Engagement looks different for every business and it’s important that you are able to define what that means for yours.
For a mobile app, it might mean the number of users who open and use your app on a daily basis. For a content site, it might mean the number of articles that a subscriber reads each week.
However you define that metric, make sure you have a clear understanding of who you want to engage and how you will know that you’ve met your engagement goals.
2. Use audience data
Once you’ve defined your engagement goals, you can start using audience data to determine the best way to meet those goals. From age range and location to income and marital status, track the most relevant and beneficial data sets for your business and distill them into audience insights that can help you upgrade your engagement strategy. Here are a few examples of how some digital businesses use audience data to drive engagement:
- A subscription meal kit service notices that people are coming to their site multiple times before making a purchase and visiting the post they have about healthy recipes. So they start building a blog section with more healthy recipes and then trigger an email to users who have visited the blog 5 times to offer a promo code encouraging them to sign up for the service.
- A first-time subscriber to an online magazine visits the “travel” section of the magazine. The magazine creates a “travel” tag for that user and then sends an automated email to that user, and others with the “travel” tag anytime new travel content is released that they might enjoy.
- An online ticketing platform realizes that many users just buy tickets from them and don’t use any of their app’s features to search for other shows in their area. They create a segment of users who only purchase tickets and set up a targeted email to them, suggesting future events they might like and includes links back to the “shows nearby” section of their app.
In each of these cases, engagement starts by understanding and measuring what’s happening on your site or in your app. Once you understand how often someone visits your site, how much time they spend in your app, or when they’re likely to upgrade, then you can start creating a marketing strategy to truly increase audience engagement.
3. Identify your target audience
Once you set your engagement goals, you need to understand who you’re setting them for and what it is they need. An audience-centered mindset helps you understand who you’re serving so that you can create personalized messages that meet their needs.
The more content and channels you utilize to connect with prospects and users, the more chances you’ll have to engage them and learn what resonates. “Someone may not be ready to sign up yet, but may be interested in a topic related to your offering,” explains Sasha. “So if you are able to share relevant content with them, you’ll learn about what is most important to them based on what they engage with and what they disregard.”
Analyzing how your audience engages with your marketing and uses your product allows you to understand their behavior and needs, such as:
The problems you can solve
An app that matches babysitters with families might learn that parents are looking for tips about what to do when sitters aren’t at the house. So, the app could provide content on topics like how to keep kids off screens when they’re out of school.
How they want to buy
Audience data can also reveal the ideal buying process for your users. For example, people may prefer to read dating tips before signing up for your dating site, or look at case studies before deciding to pay for an upgrade.
How priorities are shifting
When you keep your audience close, you can track how the things they value evolve. This data can be used to personalize your marketing, features, sign-up process, service, and other important details.
If you market to parents, for example, remember that their needs will change as their children grow. Their toddlers who play with blocks today will become interested in action figures and art classes, and your marketing should reflect that.
How else you can serve them
You can also learn about related services people would like to get or expect to receive from you. If you’re selling meal kits, your audience might also be interested in kitchen tools or pantry staples needed to prepare the recipes.
4. Organize your audience
As your business grows, the amount of audience data you have will increase. That means this information can shape and personalize your site content, app design, email campaigns, and other efforts to boost engagement. Since everyone in your audience has their own unique traits and behaviors, segmenting your audience based on those factors will help you better understand and personalize your marketing.
As you think about segments, keep in mind that in addition to unique traits and behaviors, you may also serve more than one specific audience. For instance, if you have an app that pairs students with tutors, you will have different messaging that would go to the students than would go to the tutors. And you may even have a separate set of messages that would need to go to parents. Within those audiences, you can further segment your users based on their traits and behaviors, so you understand who they are and how they use your app.