There's a lot of talk around engagement marketing, but what does it mean? Simply put, engagement marketing means delivering content that moves prospects, or “browsers,” to customers, or “buyers.”

It may sound simple in theory, but it’s not so simple in practice. It takes a lot of data and technology to accomplish effective engagement marketing. Here are five expert tips to help you build your engagement marketing programs:

1. Know your buyers.
   
   Who is buying — or interested in buying — your products? Capture their demographics. Append data if needed.
2. Listen to what your browsers are telling you.
   
   Their activities — on your website, in your emails, in social media — indicate their level of interest. For most companies, this is more important than demographics.
3. Deliver content that feeds your browsers.
   
   Bite-size thought leadership and best practices at first, then more product-focused content as they move through their buyer’s journey.
4. Capture your browsers’ attention by being where they are.
   
   Develop tactics across multiple channels to deliver the content they are looking for, at the moment they look for it.
5. Analyze your campaign results and adapt.
   
   Dig into your data. Update your content, or change your channel mix.

A successful engagement marketing strategy boosts customer acquisition and advocacy. Interested in developing your engagement marketing strategy? Connect with our experts.