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Adrian Sallis

Feb 10, 2023

Creating Deep Rather Than Shallow Engagement With Your Members


Creating deep engagement with your member base is essential for building a strong and loyal community around your association. On the other hand, shallow engagement is a surface-level interaction that may not lead to long-term commitment or loyalty.

In this article, we will explore the differences between deep and shallow engagement, why deep engagement is crucial, and how you can create it with your audience.

Deep Engagement

Deep engagement refers to a level of engagement where the audience is actively participating and invested in the content or message being presented. It is characterised by a sense of community and connection between the audience and the association. When an audience is deeply engaged, they are more likely to share their thoughts, feelings, and ideas, and to take action based on the message being presented. Examples of deep engagement include interactive experiences, education programmes, networking and conferences, and building a sense of community among the audience.

Shallow Engagement

On the other hand, shallow engagement is a surface-level engagement where the audience is passively consuming the content without being fully invested or interactive. They may be interested in the content, but they are not actively participating or committing to it. Shallow engagement is characterised by a lack of connection and community between the audience and the brand.

Creating Deep Engagement

The importance of creating deep engagement with your audience cannot be overstated. When your membership is deeply engaged, they are more likely to become loyal long term members and advocates for your association, which in turn helps your advocacy. They are also more likely to share your content, which can lead to more exposure and growth for your brand. Additionally, deep engagement creates a sense of community and belonging among your audience, which can lead to long-term commitment and loyalty.

So, how can you create deep engagement with your members? Here are a few tips:

  1. 1. Create interactive experiences

  2. One way to create deep engagement is to create interactive experiences for your audience. This could include polls, quizzes, and surveys that allow your audience to actively participate and engage with your content.

2. Tell stories

Storytelling is a powerful tool for creating deep engagement. By sharing stories, you can create an emotional connection with your audience and make your message more relatable.

3. Build a sense of community

Creating a sense of community among your audience is crucial for deep engagement. This could include creating a private group or forum where your members can connect and engage with each other, or hosting events or webinars where your audience can meet and interact.

4. Encourage participation and feedback

Encouraging participation and feedback from your audience is another way to create deep engagement. This could include asking for their thoughts and opinions on a topic, or soliciting feedback on a product or service.

5. Personalise the content

Personalised content is more likely to be shared, consumed and engage with by the audience. Personalising the content to the audience interests and needs would create a deep engagement with the audience.

6. Engaging education programmes

Building engaging education programmes that require members to interact with the learning material as opposed to say just watching a video, helps both in the retention of knowledge and in the sense of engagement with the content. By keeping the training short or bite-sized you also encourage members to come back more frequently.

Build strong connections in your community

In conclusion, creating deep engagement with your audience is essential for building a strong and loyal community around your brand or message. By creating interactive experiences, telling stories, building a sense of community, encouraging participation and feedback, and personalising the content, you can create deep engagement and build a strong connection with your audience.

To deep dive more into the topic and use as reference:

"Deep Engagement: How to Create a Lasting Connection with Your Audience" by Joe Lazauskas
"The Power of Storytelling for Deep Audience Engagement" by Mark Dunford
"Creating Deep Engagement: A Guide for Marketers" by Neil Patel

By implementing these tips and resources, you can create a deeper level of engagement with your audience and ultimately build a stronger connection with them. 

We can help

If you'd like some advice on how to improve the engagement of your member education programme, meet with us today. 

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