What does it really mean to engage your customer?

Have you ever thought of what the actual definition of “engagement”is? The term has range. It can signify anything from betrothal to military combat, and for somebody who owns or works with small businesses (outside of the wedding world), it probably brings to mind social media and marketing metrics. One thing that is true across the board, though, is that engagement signifies another level of commitment. It’s something we use to acknowledge the presence of a deeper level of intimacy or relationship. We move from being separate entities in our own little worlds, to interacting with one another in some way.

What does this mean for marketing? There was a time when businesses were able to get in front of their customer with the service they provide and do great work. That was enough. Today, the quality of your work still matters, word of mouth still works, AND people have access to infinite options. The spaces they keep coming back to are the ones that are committed to them as people and interested in building a multi-faceted relationship. Nobody wants to hang out with that one friend who only shows up to the barbecue to sell everybody their latest batch of essential oils. Engaging your customer means showing them you are committed to a relationship with them and earning the right for them to return the favor. How can you do that with your brand?