engagement marketing

The Awen Group, 2012

Wednesday, November 28, 2012

Presented by

The art of



The number one challengeof any business...

Gain new customers and keep repeat business.



One big solution...




This is engagement


Three types of customers

AdvocatesApatheticsAssassins



Assassins

There are two types:

1. People who will never do business with you.

2. People who will never do business with you AND will talk bad about you.



Apatheticsaka - Fence Riders

Tend to remain loyal to you as long as it is convenient and you meet their basic

expectations.

Only do business with you on their terms.



AdvocatesWilling to go out of their way to

use your product or service.

They areyour best salespeopleby promoting your services

within theirspheres of influence.



Your current customers are your advocates.

Hope is not a strategy!The Awen Group, 2012


Apatheticsaka - Fence Riders



Take the Apathetics and turn them into

Advocates


Oh look! A travel sweepstakes! Let’s

enter to win.


Rise above the ordinary in small (or large) ways that

your customers!The Awen Group, 2012


Start engaging....



Does your website have what it takes to keep a potential client engaged?

• Appearance

• Content

• Functionality

• Website usability



Appearance of your websiteGood use of colors.

Text that’s easily read

Meaningful graphics

Quality photography

Simple clean design



• Relevant and currentinformation

• Short, organized copy

• Speak to your visitors

• No broken links

Content



The goal is to make content...

• Useful• Usable

• Purposeful• Profitable

Business Stuff

User Stuff



Functionality• Each component works quickly and correctly• Error free copy



• Simplicity• Fast-loading pages• Minimal scroll• Consistent layout• Prominent, logical navigation• Descriptive link text• Cross-platform/ browser compatibility• Screen Resolution

Usability



Customers can be outside your doorslooking up reviews, prices, your website, your facebook

page, your competitor’s facebook page, etc.



Two Big Components




Get your story out...connect


We trust comments and reviews(even from strangers)

...not marketing.

Looks like Mable Joneshad a blast zip-lining!We need to try it!



36%trust advertising in

various forms 81%trust recommendations

or online opinions

2012 Neilson Global Trust Advertising + Brand Messages



AdvocatesWilling to go out of their way to

use your product or service.

They areyour best salespeople

by promoting your services with their spheres of influence.



Your customers’ friends are your next best prospects

Your engaged customers will talk about you to their entire network. Their followers will talk about you to their followers.Ron Cates, Constant Contact



234average number of friends per Facebook userFacebook, S-1filling, 4.23.2012



3 things*One thing you can do to rise above the ordinary

One way that you can entice people to connect with you

One idea for a social post or e-mail that might drive engagement

WOW:

CONNECT:

ENGAGE:


*Do them todayWednesday, November 28, 2012

engagement marketing

Design

connectthe awen group

todaythe awen group

fence ridersthe awen

big componentsthe awen

brand messagesthe awen

business withyou

customers friends

current customers