Whether it’s on social media or at trade shows, a prime focus of local business owners should be to increase customer engagement. One of the best ways to pull this off is through content marketing. Budding entrepreneurs realize this, and it’s likely why 77 percent of them increased their content marketing in 2016 over 2015. Of course, content is nothing without engagement, and the following strategies focus on this reality.
1. Solicit Comments All Content
Many local business owners look over the simplest way to increase engagement: ask for it. On an informative blog, ask an open-ended question at the end to solicit comments. When posting articles to social media, ask followers what their take on it. Many companies even share memes that do nothing other than asking an engaging question. Find something that works and run with it.
2. Get Controversy Brewing
Businesses like Chick-Fil-A and Starbucks have both shown what happens when a company takes a public stance on a partisan issue. Local businesses should avoid this, but it’s okay to ask questions where people are either staunchly on one side or the other.
Take for instance a toilet tissue manufacturer that writes a blog about the benefits of putting toilet tissue on the roll a certain way. For some reason, people just get super engaged when this question comes up. Figure out an industry-related question that stirs debate without serious emotions involved and create content around it.
3. Share User-Generated Content
One surefire way to ensure a consumer stays engaged is by sharing the content created from a previous engagement. This could be a funny meme they shared or their review from Yelp. They’ll get excited that a company is actually paying attention to them, and others will see this and want to get engaged as well.
Consumer engagement is an essential aspect of marketing. Without it, promotional strategies won’t get very far. Fortunately, effective content marketing using the aforementioned tips can go a long way in this endeavor.
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