Marketers have talked so long, and so much about meeting consumer needs, that the concept has become a cliché. Yes, we all know that marketplace success is predicated on compelling products and services.

Offering the right products is hard enough, but it isn’t even the primary challenge anymore. Now, the first rule of the game is about social media Engagement.

To compete in the new universe of infinite choice and informed consumers, each brand must occupy consumers’ mind and heart space in a way that practically carves its name and imagery in granite.

It’s not enough to sprinkle media with intriguing messages and images representing your brand. Now, because of a vast new universe of consumer choices offered by the Internet, made instantly accessible by Google, marketers must captivate and hold consumers’ attention 24/7.

Social media is the new game changer. Facebook offers the world’s best database of interests and online behaviors of its 1.3 billion users. The right consumers are there, and you can identify your brand’s target audience. Take your pick of good social media consultants, ready to help you target and reach your audience.

After you locate the “who,” you must follow through with the “how,” “where,” and the “what.” You must motivate your target audience to click through to your online e-commerce site or physically travel to a brick-and-mortar store, and then actuallypurchase. Easier said than done. Remember, there are worlds of alternatives to your products and services, and all of them are just a click away.

Question #1

If you want consumers’ business, ask yourself how to truly engage them. How can you motivate them to regularly visit your website, and follow your brand on Facebook, Twitter, Pinterest, Google-plus, and Instagram? That is, how do you get consumers to keep coming to you, on social media?

Answer

Meet your consumers’ brand-related needs before they ever spend a dime on your product or service. Understand them, and their aspirations. Give them something to think about, to identify with, to be entertained or intrigued, to feel understood and respected

Empathize with your consumers. Go beyond the momentary incentives of sales and discounts, free shipping, rewards, and the like. Care about their dreams and their problems….walk in their shoes. Share something important, but go beyond “content,” and transform it to “concrete.” And don’t forget to actively involve them in your business and your social media content.

Case in Point: ModCloth.com

Everyone has heard of the Gap, Banana Republic, and J. Crew, but what about ModCloth? It’s a $100,000+ online business, based on one truth: Fashion Truth, that is, each consumer’s individual fashion truth.

ModCloth.com is an online store, where consumers are asked to “Be the Buyer” by voting on samples of new items. They are encouraged that ModCloth can fulfill their dreams to look great, and still be themselves. Clothing fashions are offered in every conceivable body size, from XS to 4X. Customers are invited to upload their pictures, decked out their own way in ModCloth fashions, for a “casting call,” to “Be the Stylist.”

By visiting the site or seeing a social media post, consumers see themselves reflected in others they admire and understand. They see that everyone can express themselves wearing ModCloth fashions. Posted there…in all their glory, are small people, large people, people with all kinds of tastes…wearing ModCloth fashionstheir way.

Before ever spending a dime, consumers can visit ModCloth.com, and feel good about themselves. Instantly, they can feel more in control of how they present themselves to the world. And after visiting to feel good, a whole lot of people actually buy. once consumers become an active part of ModCloth.com, they can’t and won’t easily forget it.

Now that’s engagement.

Five New Rules for Social Media Engagement

1. Summarizing this post: Meet your consumers’ needs with your brand’s social media content, even before they buy your product or service.

2. Engagement is not all about click-through rates, likes, and comments.

Engagement is about offering social media experiences that meet psychological and emotional needs before consumers buy anything.

3. Your brand’s purpose, identity, and positioning must be clear to you, before you can engage consumers’ hearts and minds.

If you can’t think of a simple phrase to explain your brand, such as ModCloth’s “Fashion Truth,” go back to the drawing board and figure it out.

4. To understand what consumers need, you must know your consumers.

You need insight. Go talk to your consumers….in depth…to find out how your brand fits into their lives and their needs.

5. Social media content must make consumers an active part of your brand’s business.

While developing social media content, think of your actions (your posts, photos and videos) as magnets, and your consumers’ actions as the glue. It takes more than a superficial contest to accomplish true engagement. Think of ModCloth’s “Be the Buyer,” and “Be the Stylist” campaigns. Consumers keep coming back, because ModCloth has become their brand, too.