The emotional component of customer engagement
Listen to our full interview with Kayla on Engage Your Tribe:
What do engagement, trust, emotion, and brand awareness have in common?
For Kayla Ratz, Digital Marketing Manager at GP Strategies, the answer is: everything.
“Engagement is the core of where GP Strategies starts to build trust in its brand,” Ratz says. “Customers and prospects are more emotionally tied to a brand when the customer experience is good and the customer experience is good when you have several touch points that initiate engagement.”
So, it really begins with the customer and prospect touch points. GP has several—a blog, videos, white papers, webinars … and a podcast that (full disclosure) Tribal Knowledge Podcasting produces. The goal of the podcast is primarily thought leadership, but not in a way that shines the spotlight on GP subject matter experts. It’s not about how smart or insightful GP’s in-house SMEs are; it’s all about how their insights help their customers. Some episodes, in fact, feature customers as guests, and in those episodes the point is to shine the spotlight on the guest and to feature their expertise and how they solve business problems.
What makes that approach work, Ratz says, is that by really focusing on the needs of GP customers—many of whom listen to the podcast—it helps foster their emotional connection to the GP brand. Because GP is demonstrably laser-focused on its customers’ needs and challenges, customers and prospects connect to the GP brand as one that offers constant and tangible value and not merely as a vendor with products and services to sell. It’s much more personal than that, more emotional.
It also doesn’t hurt that the informal, conversational nature of interview-style podcasting has an emotional appeal. A really good interview isn’t just two or more people exchanging information; the best conversations demonstrate a strong emotional connection between the host and guest(s) that enable them to learn from each other and to take the conversation in interesting and sometimes unexpected directions.
As Ratz puts it, “Where a podcast fits into a marketing strategy is that it’s really about the listener and about giving insights and best practices that listeners can learn from. You’re not selling a product or solution. And that creates that important engagement that ties back to emotion.”