Engagement Marketing
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The document discusses engagement marketing and how it can be used for business-to-business and business-to-consumer contexts. Engagement marketing creates conversations with targeted audiences through relevant content on social media, blogs, video and online communities. It discusses how engagement marketing can build brands through proactive engagement, while also being important for monitoring conversations and responding to feedback to protect reputations. The conclusion states that engagement marketing is the evolution of traditional advertising and can be used to build brands, protect reputations, drive sales and increase customer loyalty.
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Engagement Marketing
- 1. Intro to Engagement Marketing Rick Valderrama CEO, SE Squared
- 2. How do you deliver your message? sesquared.com
- 3. Engagement Marketing creates a conversation with a targeted audience sesquared.com
- 5. Business-to-Business vs Business-to-Consumer sesquared.com
- 6. Business-to-consumer engagement is very challenging. sesquared.com
- 7. Emotional Connection Social Media Video Blogs Online Communities Advocacy sesquared.com
- 8. Business-to-business engagement is easier but much less forgiving. sesquared.com
- 9. How will your product or service improve their bottom line? sesquared.com
- 10. Proactive and Reactive Engagement sesquared.com
- 11. Proactive Engagement builds your brand and reputation. sesquared.com
- 12. Your logo is just the tip of the brand iceberg. sesquared.com
- 13. Your brand can make or break your business.
- 14. Relevance fuels conversation Relevant content is the key to becoming a Subject Matter Expert sesquared.com
- 15. How do you want to be known and recognized in the marketplace? sesquared.com
- 16. sesquared.com
- 17. sesquared.com
- 18. Are you listening to what people are saying about you and your company? sesquared.com
- 19. Only 7% of negative reviews get a response -Trip Advisor sesquared.com
- 20. In conclusion, Engagement Marketing… is the evolution of traditional advertising. builds brands and protects reputations. drives sales and customer loyalty. sesquared.com
Editor's Notes
- My name is Rick Valderrama and I am a co-founder and CEO of SE Squared, a Tampa Bay based marketing firm that specializes in B2B Go-To-Market Strategies, with specific expertise in Engagement Marketing and the development of Indirect Sales Channels.We are unlike traditional marketing firms in that traditional marketing firms are tactical in nature, with specific expertise and have been hired to accomplish specific projects.At SE Squared, we take a very strategic approach to business development and marketing… we require a seat at the tablewith the CEO and executive team so that we become a part of their executive team. In order understand their businessUnderstand their approachKnow Their purposein order to develop a personality for their brand and successfully take them to market!To help explain why brands need a company like ours, here’s a short video that shows the evolution of the marketplace.
- This story represents a history of marketing, as we see it at SE Squared. By no means are we saying that the other forms of marketing are dead but we do believe there has been a paradigm shift to a new way of thinking.The world of traditional marketing has evolved to require a new set of skills that deliver messages in a socially enabled way.Traditional marketing is about broadcasting your message out to the largest audience possible. On the other hand, Engagement Marketing is about creating a two-way conversation with a targeted audience.
- Social Media is the first form of marketing that is actually a real-time two-way communication. This two-way communication means that for the first time companies have the ability to actively engage with their customers… Actively build, manage and protect their brand and reputation. This is a fundamentally different approach than what brands and companies are used to.
- So it’s important to drive this conversation in a very different way fundamentally. This slide shows the difference between traditional shotgun messaging compared to targeted engagement.
- At SE Squared, we understand there are huge differences between the conversation a business has with a consumer rather than a conversation they have with another business. We’ll briefly discuss consumer engagement but we’ll focus more on B2B engagement because it’s what we focused on in our company.
- As the video highlighted consumer engagement is what most technologist and marketers talk about the most. Social media tools are great because they allow business to drive their story directly to consumers.However, consumer engagement is very challenging because those conversations are emotionally driven.
- Consumers expect an emotional and interactive connection with the companies they are engaged with.Figuring out how to make that connection is where the challenge lies, it’s a guessing game as to how you make a meaningful connection with a consumer.
- Business-to-business engagement isn’t talked about much but we believe it’s the simplest conversation to have.Fundamentally, business leaders have only one question you have to answer in order to make a strong connection.
- Whether it’s increasing profit margins, increasing sales, increasing efficiencies or saving on cost. If you have a compelling answer……. they will listen!I know everyone here has their 30 second “elevator pitch” memorized and ready to spit at the first opportunity. But I’m asking about a specific client, how will you help them specifically? Without a conversation that listens to their needs, how would you know? This is why engagement is so important…. I promise you that if you’re actively engaged with your client, your value prop will change several times and your end result will be a long lasting relationship every business owner wants.
- At SE Squared we have segmented our B2B engagement into two types of conversations.These conversations are different but are both very important when developing your strategy that builds and protects your brand.
- We define proactive engagement as the sharing of relevant content to targeted audiences.This can be done in many traditional ways like newsletters, webinars and speaking events, like this one.
- Social Media tools like Twitter, Linked In, Facebook and online videos allow you to engage your audience in ways that invite interaction while telling the story you want people to hear.Proactive engagement does not mean you blast out weekly specials, fish for prospective clients or self promotion.Its about sharing information that you and your audiences will find relevant.
- Your objective should be to start conversations, listen, gather feedback then encourage participation.
- This approach will build your brand reputation by giving the perception that you are the Subject Matter Expert
- Let’s ask ourselves this…..Whether it’s software engineering, construction, lawn care or baby sitting…. We all know that being the expert will make our business more successful.Tell JCSE story……
- Perception became reality and I was the subject matter expert.Now this change in perception will change the dynamics of your entire sales process in a very positive way. When clients believe you’re the expert, guru, “top dog” or whatever you want to call it. Clients will seek you out and even more powerful is when the client believe their interactions played a role in the development of a product or service offering… This client has now become your precious and loyal advocate…. And probably your best salesperson!
- What happens on twitter, doesn’t stay on twitterEspecially if it’s negative….That’s why a reactive strategy is vital.Clear story…..
- When we saw this happening we immediately saw the need to develop a tactic that can take control of situations like the one we described. We call it Reactive Engagement.We define it as the immediate response and engagement with an unsatisfied customer…. There is nothing more heartbreaking than to hear that a potential customer "Googled" your company or personal name and will not be doing business with you because of what they read online.
- Trip Advisor states that only 7% of all negative reviews get a response. Isn’t that an amazing statistic?Ask yourself this, when was the last time you booked a hotel stay, tried a new restaurant or purchased an electronic device before checking it online first? A strategy that includes a strong reaction engagement plan ensures that you stay in control of your storyline. As your company grows and succeeds you will get bad feedback online, that’s inevitable but your response is what will determine how it’s perceived by future customers.