Welcome to the third article in our series, “The New Digital Marketing.” Over seven weeks, I’m going to lead you through the steps of developing your own online marketing strategy from start to finish. Whether you’re a traditional brick and mortar business getting online for the first time – or have had your digital ducks in a row for years… the world has changed and we are adapting. Let’s do it together. This week I want to look at ways we can “Engage to be Engaging.”


If you’re just joining us, don’t miss the first two pieces in this series:


Week 1: Realign and Get Online

Week 2: Virtual Meetings and Conferences



If content is king, engagement is queen–and we all know the future is female. The best part of digital marketing is the opportunity to build a virtual community around your brand, and what a gift that is when we can’t be together in person.


By now, in preparation for our new normal, hopefully you’ve done a thorough realignment and pivoted your messaging. You’ve also spent time developing an online avenue for meetings and events. So now we get to go after the heart of it. Successfully marketing to an audience that we can’t physically be in front of takes more than great copy and media. We have to get our tribe talking about us and with us. Here’s how:


  1. Plan and measure. Before you start developing content, decide what engagement means to you. The term is used loosely in marketing to describe a variety of things – from clicks and likes to comments and shares. And beyond that, leads and conversions of those leads to sales. More on that later. For now though, be sure that you know what kind of interaction you want and how you’ll measure its effectiveness.
  2. Blog. Become your brand’s voice and establish yourself as the expert in your field with an engaging blog. Use social listening to understand the pain points of your audience and offer them relief with professional advice that they can act on. Once your blog post is live on your site – share it far and wide. Engage with your audience by asking open-ended questions about the article topic and then respond in the comments when they answer.
  3. Leverage the power of the group. Build your own and join the ones that are already popular with your audience on platforms like Facebook and LinkedIn. Join as both yourself and your company so that you can volley comments from both sides. Now that we are physically separated, online groups are exploding in popularity and, more importantly, immersive engagement. Be a conversation starter. Show your expertise by commenting on the posts of others. This is not a place for a sales pitch, so be human. When people start to see you shine they’ll want to work with you.
  4. Grab attention with digital media. Like any online content, the image that you pair with your copy is paramount. Have a video? Even better. Can you shoot a live video? Do it. The images we use to tell our stories are the initial draw. They’re the carrot at the end of your stick. Make them count.
  5. Invite engagement. While this may sound obvious–the best way to get people to participate in a discussion or conversation is to invite them. Ask questions. Take polls. Make them laugh or stir emotions. Tell stories and ask your audience to comment with similar experiences, struggles or successes. This is where your humanity is your greatest asset–be real and authentic and your audience will respond.


You’re ready to jump in and get people talking. Build your audience into a powerhouse of interaction and engagement. Take your brand boldly into the new normal. Keep pushing for real, authentic interaction with your tribe and keep your brand top-of-mind. If you need more ideas or a plan to get started, let’s talk. 


Remember, we are on this journey together.


The next step in our journey is digital strategic planning and its place in your new marketing plan. See you next week with an article on how to “Strategize for the New Normal.” Comment below with your thoughts on these ideas and share your successes.


Wishing you light and love. ~Hema


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