Digital engagement is critical in any marketing and sales strategy and helps businesses build stronger relationships with audiences. But how do you engage prospects and customers alike?
We’ve put together a complete guide to the digital engagement strategies you need to know about to run a successful campaign.
Understanding Digital Engagement
Digital engagement is how businesses interact with audiences and customers, and vice versa, through online channels. It’s the digital equivalent of person-to-person interaction, helping businesses build brand awareness, nurture leads and generate sales.
Examples of digital engagement include users consuming a business’s content, communicating directly through mediums like webinars or live chats, or participating in polls or surveys. Each instance of digital engagement benefits both the customer and the business.
Customers can gain useful information, get answers to their key questions and interact with a broader community. Businesses can build stronger relationships with their audience and nurture them towards becoming customers.
Digital Engagement Strategies
There are countless ways to approach digital engagement, with diverse channels to consider and formats to experiment with. A digital engagement strategy helps businesses define their approach, ensuring that they can stay on track and achieve meaningful results.
While every digital engagement strategy will vary in the details, most tend to revolve around several core elements including content creation, social media engagement, email marketing and personalization techniques.
Content Creation and Distribution
Content is the foundation of most digital engagement strategies, allowing businesses to deliver valuable information serving audience needs. Follow these tips to get the most engagement out of your content.
Creating High-Quality and Relevant Content
Quality and relevance are the two most important elements of engagement-focused content. Every piece of content you create should deliver value and resonate with your audience’s needs to ensure it generates engagement.
Refer to audience data or conduct direct research through surveys to find out what topics your audience is interested in. Focus on these topics to create a foundation of content, using a variety of formats like blog posts, webinars and infographics to achieve different outcomes.
Strategies for Content Creation
It is important to approach content creation strategically to maximize its value in a digital engagement campaign. Each piece of content should be designed to achieve a particular goal, whether that’s directing users to the next piece of content or capturing their contact details.
This content can be combined to create seamless engagement funnels that effectively retain and nurture users, familiarize them with your brand and gradually push them toward an eventual conversion action.
Tips for Distributing Content Effectively
Creating content is one thing, but it won’t reach the right people without an effective distribution strategy. There are lots of channels to consider using in a digital engagement campaign, including organic search, social media and email, each with its own unique pros and cons.
To get the best results, take full advantage of each channel’s strengths and weaknesses by delivering an omnichannel experience. Spreading content across diverse channels enables you to target and reach your audience wherever they are.
Social Media Engagement
Social media is a powerful channel for generating engagement, providing businesses with a way to interact directly with their audience. These tips will help you make the most of social media opportunities.
Utilizing Social Media Platforms
There are many different social media platforms to consider using in a digital engagement campaign, including LinkedIn, X (formerly Twitter), Reddit and Facebook. Each can provide valuable engagement opportunities, but you should focus on the ones in your audience are best represented.
B2B companies, for instance, can generally get the most value out of LinkedIn where they can reach decision-makers at their target accounts. B2C companies, on the other hand, might get more value from deploying engagement marketing campaigns on Facebook.
Strategies for Building a Strong Presence on Social Media
Engagement marketing on social media is particularly effective when it’s carried out with a long-term perspective. This allows you to build a solid presence and a loyal following, boosting the amount of engagement the content you post gets and, by extension, its reach.
Several techniques can help you build that presence, including staying consistent with your posting, employing many different dynamic content formats, including multimedia assets and engaging with your audience directly through comments and messages.
Social Media Analytics
Like any other channel, social media marketing campaigns perform best when analyzed and improved over time. Most social media platforms provide in-built analytics dashboards that offer access to key data, which can be supplemented with other engagement analytics tools.
Establish key performance indicators (KPIs) at the outset of your social media engagement campaign and pay attention to the data as it’s collected. This will give you key insights into what content topics and formats work best to generate engagement which you can use to refine your approach.
Email Marketing Strategies
Email marketing is a cornerstone of digital engagement campaigns, allowing businesses to nurture their audience with personalized content experiences. There are several best practices to follow to maximize engagement opportunities through email marketing.
Email Marketing Campaigns
Email is a versatile channel that can be used in diverse ways, including as a distribution platform for new content or a tool to nurture leads close to conversion with a personalized approach. The key to getting the most from the channel is effectively using segmentation techniques.
Segmenting your overall audience allows you to create smaller sub-audiences based on shared demographic traits, topic interests or lead status. You can then use different campaigns to engage with each segment, adjusting the tone, content and frequency of emails according to their needs or preferences.
Tips for Increasing Email Open Rates and Click-Through Rates
Successful email marketing uses proven techniques to generate high open and click-through rates. For the former, the most important factor is crafting clear, concise subject lines that convey the value of the content inside the email.
To drive more click-throughs from each email, prioritize delivering high-relevance content to your audience based on the insights that influenced your segmentation strategy and use compelling calls to action (CTAs).
Personalizing Experiences for Digital Engagement
Personalization is a crucial strategy in digital engagement campaigns. It helps businesses maximize relevance and resonance to build stronger relationships with their audience. Here’s what you need to know about using personalization to boost digital engagement.
Benefits of Personalization
Using personalization techniques in content creation and distribution can provide lots of benefits, including:
- Increased engagement: Personalization ensures that the right content reaches the right people at the right time, maximizing its relevance and resonance to boost engagement rates.
- Brand loyalty: Research from McKinsey found that consumers favor businesses that take a personalized approach and are 76% more likely to make a purchase from them and 78% more likely to recommend them to others.
- Improved conversion rates: The same McKinsey study also found that personalization in marketing is associated with a 10-15% revenue lift, demonstrating how it can impact the bottom line.
These benefits make the case for prioritizing personalization in engagement campaigns clear. There’s a lot to gain, and tools like ON24’s AI-powered content engine make it easier to deploy personalized content at scale.
Key Elements
There are several key elements involved in deploying personalization techniques in digital engagement campaigns, including:
- Data collection and analysis: Personalization relies on comprehensive audience data covering behavioral, demographic and transactional traits. This data will inform your approach and provide insights into different audience needs and preferences.
- Segmentation: Use your audience data to create distinct segments based on shared traits, like demographics, key pain points or previous buying behavior. Each segment will then become a unique sub-audience that you can target with personalized content.
- Personalized content: Create content that directly addresses each of your audience segments, focusing on maximizing relevance by using different content topics and formats to address their unique needs and preferences.
- Communication channels: Based on the data you have covering their behavior, distribute your content and start nurturing key members of each segment using appropriate channels.
Digital Engagement Strategy Best Practices
Alongside using personalization techniques to boost relevance and resonance, several other best practices can maximize the success of a digital engagement strategy.
One of the most important things is using multimedia content. Content formats like webinars and virtual events provide an excellent opportunity to generate lots of engagement, combining live speakers, videos, presentations and interactive elements to stimulate interactions.
Employing on-demand content hubs is another powerful technique. These hubs provide an always-on resource that your audience can use to educate and inform themselves at their own pace and you can personalize hubs by tailoring the content to suit different segments.
Technology and Tools
Managing digital engagement campaigns at scale can prove challenging with a manual approach. Still, there are various tools and technologies you can use to make the most of the opportunity, facilitating automation, personalization across large audiences and seamless data capture.
The ON24 Intelligent Engagement Platform is designed to support businesses looking to drive more engagement. It offers features including AI content generation, webinar hosting, on-demand content hubs, cross-channel analytics and more.
You can use it to bring your content marketing, webinar and lead nurturing efforts together in one place and deliver hyper-personalized content experiences that continuously engage your audience.
Measuring Success and Optimization
As with all other forms of marketing, digital engagement campaigns rely on continuous refinement to reach their potential. Establish a comprehensive measurement strategy using KPIs like engagement rate, click-through rate and conversions to assess how your content performs across different channels.
Schedule regular in-depth data reviews to extract valuable insights from your data and use those insights to improve and optimize your campaign. Over time, this approach will help you learn more about your audience, drive better performance and, ultimately, convert more leads.
