Business owners know that the most important thing nowadays is how a brand is perceived by consumers and what relationship it has with them. In recent years, companies have become very open to customer relations, which have stopped to be just an advertising slogan and have turned into a more real creation. Creating social media accounts, responding to comments or adding tags to posts has become popular. Companies have realized that being closer builds consumer engagement, which in turn translates into real profits.

Engagement marketing – table of contents:

  1. What is engagement marketing?
  2. What are the benefits of engagement marketing?
  3. How to implement engagement marketing?
  4. Find the best channel for your brand

What is engagement marketing?

Engagement marketing is not just about spreading ads, but about creating a relationship with the recipient. It is the involvement of the other party that is key here. Marketers try, through various techniques and strategies, to increase audience participation and build a good relationship with them. Activities that go beyond selling are most often appreciated by customers. This involves providing recipients with additional benefits like interesting content, free knowledge or free mini-products. Even personalized messages addressed individually to the recipient or a request for feedback on the product can influence their engagement.

engagement marketing

What are the benefits of engagement marketing?

First of all, it’s worth mentioning here that people feel completely overwhelmed by ads that appear everywhere. They are so tired of them that they stop noticing them. This means that the traditional form of advertising is no longer profitable and simply doesn’t sell products like it used to. It was necessary to find another way to do it. The answer to today’s needs is engagement marketing which is better at reaching the audience. It is definitely a less pushy way of advertising, but still generates profits.

Having a trusted group of users on your side is a very valuable resource. Nowadays, when people want to buy something, they rely on the opinion of others. If you build an engaged audience and keep them happy, they will be your company’s best advocates. This will also have a direct impact on increasing your brand’s organic reach.

Your audience is a valuable source of information for your business. First of all, by releasing different types of marketing content, you will quickly find out what type of preferences your audience has. Just look at the number of likes or shares. On this basis you can create a content plan for your next marketing efforts. In addition, audiences love to express their opinion on various topics. Just paste a question on social media or conduct a survey on any topic and you will get valuable information.

How to implement engagement marketing?

First of all, it is worth taking care of developing a content plan. The most common mistake is to create posts without planning them in advance. Creating a social media profile requires a bit of commitment and the introduction of a proper strategy. Here it is very important to publish regularly, which has a huge impact on the reach of your profile. Creating a content calendar and scheduling posts in advance requires spending a little more time, but allows you to plan your activities properly. This will help you tailor content to events or current marketing activities, prepare thoughtful graphics and avoid stress on a daily basis.

Engagement marketing requires interacting with your audience. Posting interesting content alone is not enough. It’s about active participation, responding to messages, questions, comments or shares. This is what customers expect, and it is also rewarded by the algorithm.

Find the best channel for your brand

The Internet offers enormous opportunities, and social media is an ideal place to develop a brand and meet with customers. However, each platform is slightly different not only in terms of design, but also in terms of users and their expectations. Marketing materials that get huge reach on Instagram may not attract the interest of Facebook or TikTok audiences at all. However, when you are just starting out with engagement marketing, you don’t really know where you will meet your audience, and where your efforts will bring the expected results.

Social media is unpredictable in this regard, so even if you have done a preliminary analysis and it seems to you that Instagram, for example, will be a good choice, reality may verify your plans. That’s why the best strategy to start with is to take a multi-channel approach. Over time, you’ll see if it makes sense to run all profiles or if it’s better to focus on the one that generated the highest level of engagement.

However, at the same time, it is worth remembering about your own place on the web – your website. It is there that all traffic should be redirected. How do you create audience engagement on your own site? The best way is to add a blog section, where recipients will get free knowledge.


By engaging your audience, you create a relationship with them that means something more. It’s not about sales only (although that is of course a by-product), but about trust. This approach not only gives you good financial results, but also allows you to gain valuable information about the customers themselves and the products or services you offer. It also helps you to look at the company from a slightly different angle and see what is worth improving or changing. Engaged customers are also the best brand ambassadors. Engagement marketing requires a bit of work at the implementation stage, but it brings far better results than traditional advertising.

Read also: Brand ambassadors wanted!

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Author: Zofia Lipska

With over 10 years of experience in digital marketing, Sophia not only knows the rules of this industry but above all knows how to break them in order to achieve outstanding and creative results.