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Engaging An Audience Vs. Making A Connection

Think about the majority of time and energy you put into your company’s marketing efforts. Most likely, both are focused on getting your message in front of the right people and making your brand memorable. But you don’t have to spend a lot of money to get your message out there. There are any number of marketing tactics you can use to spread your message to the right audience, but unless you make a genuine connection with your potential customers, you’re likely wasting your money.

Everything you do in your business is connected to ROI (return on investment). The most important ROI metric for marketing is the cost per acquired customer. You could spend large sums of money attracting lots of people and inevitably end up with customers. Or, you could use targeted marketing efforts to make a connection with your audience and convert a higher percentage of customers. 

The only way a potential customer becomes a paying customer is through a connection. 

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You may think of it as brand loyalty, brand recognition, or alignment between your brand and the customer’s values, but any form of connection is necessary when building a successful brand.

The value of brand relationship and loyalty goes beyond ROI and conversions. Consider the cost of acquiring vs. the cost of retaining a current customer. The more strongly your client feels about you and their connection to your brand, the more likely they are to remain a customer. Establishing this connection saves you money in the long run because loyal consumers who feel connected to your brand will share your message and become advocates for your company. They will be telling other people about your brand and spreading a positive message about your products or services without it costing you a dime.

Here are some tried and true ways to build connections between your customers and your brand that go beyond basic audience engagement:

Create A Consistent Brand Message: Your message is at the core of your brand. Genuine connection happens when your customers feel that your brand aligns with their personal values and beliefs. The best and most magnetic brands are consistent in their messaging, images (logo, colors), and tactics. People will feel connected to your brand when they see themselves in the messaging, and they can count on you to stick to the same story. Before you focus on any customer engagement or interaction, make sure your brand is rock-solid and established across all of your marketing channels.

Interact With Your Audience: Now that you have developed a reliable brand, it’s time to interact with your audience. Standard audience interplay that comes from traditional marketing and advertising is one-sided. Developing a relationship and a close connection requires two-way communication and respect. To do this, you can create a customer relationship management (CRM) strategy that incorporates communication through social media and public events. Make sure you give your customers a chance to voice their opinions about your brand and products. Ask their opinions through polls or email questionnaires. Talk to them at events and get to know them. 

Reward Brand Loyalty: Once you have developed a strong connection with your audience, it’s important to nurture it. Reward brand loyalty and strengthen the connection between your brand and your customers through good customer loyalty  customer programs. You can also send out coupons and special codes via email to valued customers. Your customers will feel like they have a real connection to your brand and your products because they’ll get “VIP” treatment. If you’re ready to stop blindly engaging with your audience and start making a meaningful connection, these tips will help you lead the way. For more information about how our Brand Ambassadors can improve your customer relationships, contact Auctus Agency today.