https://www.exhibitpro.net/2020/05/22/audience-engagement-during-covid-19/
Right now, we’re all craving meaningful engagement. Consumers are being flooded with constant communication from individuals/companies of all kinds, and there’s more competition for your audience’s attention than ever.
So, how do you cut through the noise and foster engagement with your consumers? We’ve compiled a few tips for optimal engagement with your audience during COVID-19.
1) Put Yourself in Their Shoes
It’s a strange time for everyone, and the way people consume content is changing. The content you typically produce, may no longer be relevant. Now more than ever, it’s important to put yourself in the mind of your customer:
• What are they going through?
• How is their morale?
• What is important to them right now?
Use questions like these to create content that’s full of empathy and relevant to your target audience. Relevancy stirs up customer intrigue and enables future conversation.
2) Provide Value
I’m sure we’ve all seen/received something during the past few months that made us think…Is now the best time for that? Before you initiate communication with your customers, stop and think, ‘does this provide any value to them?’ If it doesn’t, you might want to think twice. Providing value to your consumers is key to building valuable relationships based on trust.
3) Create a Conversation
It can be easy to get into the habit of constantly pushing out information to your audience, but it’s important to remember to take a moment to foster conversation with your customers. Talk with them (not at them) and create moments of true engagement. How you interact with your audience now will be remembered long after this period is over. Don’t leave a bad impression in you audience’s minds by trying to sell to them constantly – Promote interactions that are thoughtful and helpful. Your customers will thank you.
4) Factor in New Schedules
People’s work routines have changed, and the days/hours they used to work, may no longer hold true. Pay close to attention to new schedules and adjust communication times accordingly. Your message may be effective, but if it’s getting to your audience at the wrong time, it loses its effectiveness.
5) Stay Fresh in Their Minds
Communication frequency is all about finding the right balance. Every audience is different, so there isn’t a set number of times you should be in touch with your audience. While some individuals might value frequent updates/check-ins, others may prefer more distance in between touchpoints. No matter what, avoid prolonged periods of silence where your customers might start to wonder, “Are they still there?” or “Have they forgotten about me?”
6) Channel Consideration
WHERE you’re communicating your message, is just as important as WHAT you’re communicating. A perfectly crafted message proves ineffective when it’s sent using the wrong channel. Choose a channel that:
• Fits your brand
• Matches the tone of the message you’re sending
• Will best reach your audience
Selecting the correct channel for your message gives your audience the right content, right where they want it.
7) Stay Adaptable
Things are bound to change – It’s constant. Stay in tune with your audience and their needs. Always be ready to shift your engagement plan at a moment’s notice as your customers’ needs shift.