In contrast to a traditional marketing approach in which advertising messages are addressed to a strictly defined target audience, Engagement Marketing does something new and fundamentally different.

1. Take care of your
company's brand by
engaging potential clients
Engagement
Marketing

2. TABLE OF CONTENTS
BUSINESS GOALS
WOW EXPERIENCE - THE FIRST IMPRESSION
NEWSLETTER EFFECTIVENESS DECREASES OVER TIME
WOW EXPERIENCE – A SERIES OF IMPRESSIONS
PERSONALIZING YOUR EMAIL
WEBSITE AND USER EXPERIENCE
CONTENT AND TRANSPARENT MARKETING
SOCIAL MEDIA AND BUILDING RELATIONSHIPS
BRAND AMBASSADORS – ADDED VALUE
EVENT MARKETING
EVALUATION / FEEDBACK / SURVEYS
SUMMARY
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Take care of your company's brand. 2

3. In contrast to a traditional marketing
approach in which advertising messages
are addressed to a strictly defined target
audience, Engagement Marketing does
something new and fundamentally different.
First of all, there is a complete change to
the approach to customers. The traditional
customer philosophy is that “the customer
is always right,” but adhering to this saying
only changes behavior and strategy for the
short-term. It is essential, however, that
companies also think long-term about their
business plans. Success depends not only
on acquiring new customers, but also on
keeping their loyalty as long as possible.
As the name suggests, Engagement
Marketing encourages potential customers
to voluntarily interact and communicate
with a specific brand.
BUSINESS GOALS
Take care of your company's brand.
44,5minuty
Engagement Marketing
is a strategy for directly
engaging with customers to
encourage them to actively
participate in the growth and
tdevelopment of a brand
Engagement Marketing advocates believe
consumers should not be treated merely as
passive receivers of a company’s content.
Instead, they should take an open
approach that encourages the co-creation
of the brand in the communication
channels where their customers prefer to
spend their time.
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4. It is normal to have concerns when starting
any new endeavor, and implementing
Engagement Marketing is no exception.
The first job is to determine what you really
want to achieve. What is the overarching
vision and goal that you what to achieve?
This might seem too obvious to mention,
but making time for intentional reflection
and clear goal-setting will result in a more
serious approach and more successful
project.
The goals of a marketing strategy will vary
depending on the type of enterprise,
industry, and the brand of the business.
Nevertheless, there are several topics that
are relevant to anyone who is considering
implementing Engagement Marketing.
WOW EXPERIENCE - THE FIRST IMPRESSION
Take care of your company's brand.
How willing are you to build lasting
relationships with existing and potential
customers?
How do you plan grow your brand’s
audience?
What are some ways that you could
increase engagement with your current
customers?
Are you open to new opportunities and
willing to adapt based on new information?
How can you actively seek feedback on
your current activities and find ways to
improve?
Do you know who your best prospects and
customers are and where they spend their
time?
Common topics to discuss prior to
implementation include :
The average time between
sending e-mail and open it is:
seconds
2670
or
44,5minutes
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5. Take care of your company's brand. 5

6. Everyone has heard that first impressions
are crucial and that they determine the
lasting perceptions of a person, company
or organization. In the case of
sales-focused businesses, however,
making a good impression is a continuous
process. You cannot stop at the first
impression.
In the face of fierce competition, especially
in the world of e-commerce, it is important
to surprise customers consistently in a
positive way. Customers must experience
positive emotions during every interaction
of the sales process. Building a positive
company image is a long-term and highly
sensitive process. The best impressions
can still be destroyed by the smallest
incompetent or inconsiderate actions.
WOW EXPERIENCE – A SERIES OF IMPRESSIONS
Take care of your company's brand.
Responding slowly to customer questions.
Providing incorrect or incomplete
information.
Lack of support from customer service.
Lack of an individualized approach to
customers and their problems.
Inconsistent brand and company actions.
Here are a few common mistakes that
hurt your brand:
It is essential that the company’s image is
aligned with the company’s specific goals.
Without consistency, it will be difficult to
grow and succeed. Even the best designed
media campaigns will fail if the company
does not consistently deliver what the
advertising promises. Poor service will
quickly lead to negative reviews that
undermine the positive image the company
was trying to create.
The average time
between sending e-mail
and click on it is:
seconds
or
56minutes
3415
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7. Take care of your company's brand. 7

8. The company website is often the first point
of connection with a customer. It is a
business card of sorts that provides
essential information about your brand,
products, and services. The appearance
and intuitiveness of a website are important
factors in building a brand image.
User experience and usability
These terms, for good reason, have gained
in popularity in recent years.
User experience is the entire scope of
perceptions and emotions that a user has
when visiting a company’s website.
WEBSITE AND USER EXPERIENCE
Take care of your company's brand.
A perfectly designed site should provide a
pleasant and enjoyable experience for
visitors.
Additionally, the site should be simple and
intuitive to minimize the need for help from
customer service.
A friendly interface with a logical design,
quick search option, and easy access to
important features are all vital components
of a well designed website. Visual
elements– such as color, layout, and outline
of the main elements– should be work
together effectively and display reliability.
Remember, that even the most innovative
web designs will not impress customers if
they encounter bugs or broken features.
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The average number of
recipients of single mailing is:
6767
“Show me your website,
and I will tell you
who you are.”
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9. With any website, content is critical. You
should focus on quality over quantity.
Poorly written content will drive visitors
away. On the other hand, clear and useful
content will keep visitors coming back.
The content and style should match the
purpose. Is the site primarily intended to be
educational or promotional? A corporate
blog can be a great resource for attracting
people interested in exploring a given
subject. The content should always
address the audience’s needs and wants
and not be blatantly promotional or boring.
CONTENT AND TRANSPARENT MARKETING
Zadbaj o wizerunek swojej firmy.
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Engagement Marketing, and a strong emphasis on
quality content, is directly related to the concept of
Transparent Marketing.
Brand transparency means encouraging customers
to freely evaluate the quality of services and to share
their opinions and thoughts. With this strategy, a firm
builds an image of trust, that they have nothing to
hide and are open to critical feedback. At the same
time they prove themselves to be modern and not
afraid of challenges.
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10. Interesting content can also be supported
and disseminated via social media. Having
an official brand profile on Facebook,
Twitter, and Instagram is a great way to
create a community of like-minded and
passionate people whose online presence
could quickly become “a driving force” for
brand promotion and growth.
The power of social media for advertising is
undeniable. Nowadays, leading firms waste
no time in establishing a solid social media
presence since this is often the most direct
online connection they have with current
and potential customers.
Presence is the key to immediate and
lasting success. “Be where your customers
are” means having reliable and up-to-date
presences both off-line and online.
SOCIAL MEDIA AND BUILDING RELATIONSHIPS
Take care of your company's brand.
Social media enables a company to
discuss opinions with customers and
gather information. The biggest social
media websites like Facebook, Twitter, and
Instagram are mainly used for quick
communication. One exaggerated but
common business sentiment is that “If you
are not on Facebook, you do not exist.”
This may seem extreme, but it emphasizes
the importance of reaching beyond the
main company website.
The average OR of
mails sent from the
automation rules is:
36,43%
CTR is:
18,26%
Social media is a defining feature of our
modern era. Firms that do not want to fall
behind the competition must be
forward-thinking and stay active where their
customers spend their time.
10

11. By establishing a strong social media
presence, companies may also reap the
unexpected benefit of acquiring brand
ambassadors. Brand ambassadors are
individuals who are active online (groups of
Facebook fans, for example) who, by
interacting online, can unconsciously begin
to work as spokespeople for the specific
company or product.
As they share their knowledge, opinions,
and individual experiences with a
community in public, they are often more
effective and persuasive than standard
advertising.
Consider how often we recommend
products to friends and acquaintances
without any ulterior motive.
BRAND AMBASSADORS – ADDED VALUE
Take care of your company's brand.
We recommend, because we are satisfied
with the product. Web recommendations
from brand ambassadors work the same
way—exposing more people to the product
without any of the instinctive mistrust that
comes along with sponsored advertise-
ments.
A strong advantage this type of
recommendation is that people do it
completely voluntarily. They willingly review,
search for the latest trends, boast about
their knowledge, and are open for news, all
as a part of their individual social media
presence. For them, it is just another
interesting conversation. They do not need
to be experts in a given area, and their
online activity brings them ever closer to
becoming opinion leaders.
In order to create such a community, it is
crucial to have a dedicated marketing team,
specific content strategy, and a commitment
to openness to external feedback.
11

12. Providing events and special content
that keep customers engaged is a
powerful marketing strategy. These
events can take the form of lectures,
partnerships with other companies,
webinars, product workshops, and
informational videos. Newsletters,
educational ‘Lead Nurturing’ campaigns
and other forms of email marketing are also
equally effective.
This kind of varied interaction is very
important from a marketing and business
point of view. It not only creates an
opportunity to engage enthusiastic
customers, but also strengthens the
reputation of the brand.
EVENT MARKETING
Take care of your company's brand.
Customers who attend events and special
content be more educated about your
products and services. When it comes to
make buying decisions they will likely
consider you first.
This type of interaction also increases the
reach of advertising and provides readers
with immediate access to the company
and their product information.
12

13. Widespread marketing and sales activities
should be continually reviewed to ensure
they are effective and driving sales.
Customer reviews, social media metrics,
and sales conversions are some of the
elements to assess when reviewing your
Engagement Marketing strategy. Ideally,
this type of monitoring should take place in
real time to catch potential problems and
correct mistakes. Continuous planning and
improvement requires accurate data.
Feedback from users may be collected in
many ways – including online
questionnaires, surveys, contact forms,
blog comments, social media, and Internet
forums.
EVALUATION / FEEDBACK / SURVEYS
Take care of your company's brand. 13

14. Customer engagement and frequent brand interaction are the
main goals of Engagement Marketing. This kind of open and
collaborative attitude toward a customers and their feedback is
relatively new in business and marketing. Barriers that once
existed between companies and customers, however, have been
crossed, largely due to the popularity and accessibility of the
Internet.
Today, Internet users do not flinch at leaving negative reviews or
unfavorable comments. Individual customer opinions— positive
and negative— are more accessible than ever before. For this
reason, companies must develop an understanding of their
customers and determine how to best meet their needs and
expectations.
For this, there are many reliable techniques and tools. For
instance, many companies now choose to crowd-source
feedback about new products before beginning an official
marketing campaign. This not only helps to create a
high-demand product, but also increases brand visibility.
Additionally, people who feel that their opinions are heard
become the most loyal customers.
Regardless of the specific business or product, active and open
engagement with customers leads to growth, development, and
improved brand reputation.
SUMMARY
Take care of your company's brand. 14

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