User engagement requires a two-way dialogue. The days of just setting up a passive mobile application, website or drip campaign and hoping for a nibble are over—there are simply too many fishing lines in the pond. To make customers bite, you need better bait. You need to offer your target audience an irresistible opportunity to respond and interact, a promotion that truly engages (yes, that word again) their emotions as well as their eyes and minds. Consumers may weigh the intellectual pros and cons of a product or service all day long, but the urge to take action comes from the heart. Hit them where they live, and they’ll join your campaign.
So how do you do this?
First, understand what turns your audience on. You probably wouldn’t accept a marriage proposal from someone who doesn’t exhibit any interest in the things you like, and the same principle applies to customer engagement as well. Find out what matters to your prospects and engage them through their interests. If you’re going after football fans, you might create an interactive online tournament out of some kind of fantasy league. Or encourage fans to submit funny videos that have something to do with your product, with the winning entry played on the big stadium-tron at halftime. The point is to get them to take action; to supply the other end of the dialogue.