Step 2: Engagement

Your prospect is now aware of you—they know who you are—but you’re still in the early stages of a relationship with them. They don’t yet know you, like you, or trust you.

So the next step is to start developing relationship with your prospect.

Step 2, Engagement, is where you start conversing with your prospects. You engage them through some form of content that provides entertainment, information, or both.

Engagement is something that must continue throughout the Customer Journey. It’s not something you do once and move on.

Examples of Marketing That Generates Engagement

Engagement typically comes in the form of content or community. Here are a few examples to get the ideas flowing for your company:

• A grandfather of five receives an email newsletter from his financial advisor detailing several ways to save for a child’s college tuition while reducing taxes.

• The owner of a boutique wine store becomes active in a Facebook community for wineries and other wine retailers.

• A new mother watches a YouTube video from Johnson & Johnson showing her how to give her baby a bath.

Engagement often occurs through valuable, relevant content.

Let’s look at another example of engagement from Modcloth, an etailer selling women’s clothing. This is an entertaining and educational piece of content

for one of Modcloth’s most lucrative customer segments—people attending weddings:

You can boost engagement with content that’s as entertaining as it is useful.

Digital Marketing Disciplines That Create Engagement

To improve engagement in your company, the digital marketing tactics you need to master or hire include:

• Content Marketing

• Social Media Marketing

• Email Marketing

• Community Management