In an interview, Edelman founder and chief digital officer Edelman co-founder Edelman seminar co-chair Dan Pachter stressed the importance of the company’s digital engagement programs.
“You’ve got to make sure you’re communicating to your customers in a way that they’re engaged, in a thoughtful way, and not just a lot of clicks,” he said.
“If you’re not engaged in that way, you’re going to miss out on the potential of people buying into your brand and that’s not what the mission is.”
In a blog post for Business Insider last week, Pachters said he hoped to provide “a little bit of advice” on the way to get people to sign up for its digital engagement campaigns.
But Pachtson said he’s not sure how well the company could be engaging with its own customers and how effectively it could target the right customers for the right campaigns.
Pachtzers blog post does not go into details about the strategy Pachtner outlined, but it is clear that it focuses on delivering “the right message to the right people” for each segment of the digital consumer.
Puchters blog post suggests that “digital engagement campaigns are most effective when they target the people who have the most information, and that means people who spend the most time looking at the ads that are most relevant to them.”
He also noted that some digital marketers focus on “social proof” of their brand or product by showing people how to interact with their content, but Pachster also wrote that “the people most likely to engage with your product or your brand, those are people who are already engaged in it.”
Pachtingers blog also says that “it is important for us to engage our audience” and that “a clear message and a clear action plan are very important.”
But he said that “when it comes to digital, we need to communicate directly with our customers and give them the tools to do it.”
“If we don’t do that, we’re going get lost in the weeds, and we’re not going to have the engagement that we need in the digital world,” Pachtions blog post said.
Pichtson’s blog post is the latest in a series of posts by Pachtens in which he has emphasized the importance for digital marketers to create “a very strong digital marketing program.”
In his blog post, Pichtners “recommend that you use a combination of social media, digital marketing tools, content marketing, and direct email marketing.”
He noted that there are “several key things you can do” to get your customers to be more engaged in your digital content.
One of them is to use content marketing tools like BuzzSumo, a tool Pach touts as “one of the most powerful tools you can use to build a brand or get a brand to sign on with you.”
Pichter also highlighted the importance in targeting customers by giving them “the best possible content.”
Puchts blog post also suggests that companies focus on social proof of their products, as well as creating “the most relevant content” that is “very relevant to the people that you’re targeting.”
Pchtson wrote that there is “no better time than now” to start your digital marketing efforts.
“It’s critical that your digital strategy includes a strong digital strategy, a great digital marketing plan, and a digital strategy that is very clear and actionable,” Pichtingers post said in part.
Pchtions blog also recommends “being proactive about the kind of content you publish, and your efforts should be aimed at the people you’re trying to reach,” not just the people the company is trying to get to sign-on.
PChtson noted that digital marketing “has always been a challenge for companies to get customers to engage and get them to buy from your business, so they have to make it their priority to get them on board.”
PChsons blog post notes that it is “highly recommended” that companies “create a great campaign” that includes “great social proof, compelling content, and the right tools for people to engage.”
Pochts blog also recommended “not getting caught up in all the things that are in the headlines” and “doing more of what is truly important to you.”
He added that “people want to engage on social media with a great product or service and a great message, so you need to do the best you can to get that message across.”
“We’re in this race of trying to be the best in this field and that has to be at the top of our list,” Pchtens blog post concluded.
Pochtingers last blog post in June focused on how to create an effective marketing campaign.
In that post, he noted that “our business is based on people who care about our business.”
Panchtingers’ recent blog post was also notable for being written by a former