The art and science of engagement – In a nutshell

Published on 2nd March 2016

The art and science of engagement – In a nutshell, expert advice from Scott Gould

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For any idea to reach its potential, it needs people to get behind it. So whether that’s customers for your business, the staff within your organisation, or the community that rallies behind your cause, the success of your idea depends on how engaged people are with it.

It could be easy to pass this off as another buzz word, yet there is some substantial weight behind the imperative of engagement. For instance, one study showed that engaged customers spend 90% more frequently and spend 60% more than average customers.

So how do we do it? Here’s three ways that you can harness the power of engagement.

The first is the common cold. What do you do when you have a cold? You sneeze – that’s the way it gets around. Now, we all know that third party word of mouth is the most influential form of marketing, so here’s the question…

Who is influential in your market that could sneeze your message to other people? Engage them first.

The second is to think about school plays. How does a teacher get all the parents to come to the play? By putting all the kids in the show. When people are involved in something, their engagement leaps right up, as does their advocacy and their loyalty.

Think about it: when someone writes a blog post and references you in it, there’s little chance that you won’t share this with your network. Bascially, if I’m in it, I’ll share it…

How can your customers share in your product or service?

Finally, let’s talk about the elbow. Did you know that when we shake hands, we’re really shaking our elbows? Yet no one thinks about the elbow.

In the same way, we don’t think about Apple taking 30% when we buy an app on the App Store, but like the elbow, they are there in the background, and indeed it wouldn’t happen without them.

So, how can you be the elbow for your customer? What platform, community or capability could you develop that enables them to do things they couldn’t do before? Use that to engage, and empower, your customer.

The cold, the school play, and the elbow. Three easy ways to engage. Good luck.

Scott Gould
[email protected]


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