Refocus Your Digital Marketing, 3 Ways to Increase Engagement

Tammy Allen, Director | Marketing & Programs, The NIIC
Photo by Skitterphoto on Pexels

The COVID-19 pandemic has made for a tough few months. More individuals work from home, spend more hours online, and are tentative about in-person interactions. People are looking to fill the gap with digital options without the typical social interactions of day-to-day life.

The current conditions make it an ideal time to refocus on your digital marketing presence to reach more people and increase engagement with your brand. “Content is King, but engagement is Queen, and she rules the house,” said Mari Smith, Facebook Marketing Expert, Social Media Influencer, Speaker, Author.

The following are three ways to refresh and refocus your messaging to fit with the current climate.

1) Get Personal

The more people know, like, and trust you, the more likely it is to do business with them. You can help facilitate a more profound connection by sharing your origin story, explaining your why, and revealing the inspirations and values behind your brand.

At The NIIC, we were founded as a community-based entrepreneurial resource center. We come alongside entrepreneurs. We’re on their side. It’s in our DNA.

Making it personal makes you memorable and adds a human element. It is more appealing than a faceless corporate entity.

Having a loyal group of supporters doesn’t hurt either. We are grateful for our NIIC and Women’s Entrepreneurial Opportunity Center (WEOC) clients who share their experiences and successes working with us. Positive experiences help to build brand advocates through word-of-mouth and online reviews.

2) Optimize Across Channels

Look at the big picture. Don’t put all your resources into one digital vehicle. It’s essential to optimize. Yet, it needs to be done across and not just within individual platforms. Today’s consumer will interact with your brand across multiple mediums before committing.

A cohesive online presence with a comprehensive marketing strategy is integral to establishing yourself as a strong, relevant brand.

3) Quick, Quality Messages 

More content than ever is published and consumed daily. Make yours short and sweet. Make sure it is high quality and substantial. With the COVID-19 pandemic, now more than ever we are focused on being a resource for business builders. We quickly transitioned to virtual resources and new programs to serve them. This remains our focus.

It’s essential to provide value and information long enough to cover the subject, yet short enough to keep it interesting.


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