In the past decade, online tools have caused the idea of engagement to grow in popularity. Twitter, Facebook, and other social media outlets are the primary tools used today to engage customers. Although we’ve seen companies realize the importance of engagement through social media, they do not always put forth an effective strategy that considers their end goal and ROI.
Companies see that retailers are on Twitter, so they are too. Or they see that their competitors have Facebook accounts, so they must have one also. Throw up a blog and get social—it’s as easy as one, two, three, right? Wrong. “Copying” your competitors will never yield positive results. Engagement through social media is a long-term strategy, and it requires time and investment in planning, executing, and tracking the engagement campaign. The ROI from these social media strategies won’t disappoint—as long as you take the right steps.
If you’ve attended social media-related seminars or conferences, you must have heard at least one person mention how easy it is to create a blog. There is some truth to this, since creating a blog is rather straightforward. However, merely creating a blog will not bring you a return on your investment.
It’s great that you have a blog, but how focused is it on the topics that are important to your customers? What value will customers derive from it, and how will it lead to a conversion? Is the blog created to achieve a greater ROI by engaging customers, or does it serve ...