On Friday, several NDG Communications team members and I attended the Mid-Atlantic Marketing Summit on Intelligence & Insights on the Future of Communications at Gannett headquarters in McLean, Virginia. We learned some interesting new things and found affirmation about the effectiveness of tactics we’ve begun to employ for our clients—and ourselves.

For example, when it comes to online content, presenters reinforced the importance of micro-targeting—the more focused and relevant the conversation, the better the engagement and response. Make your messaging so specific to your target audience that they not only read it, they start to see themselves in it.

In terms of social media engagement, we were reminded of just how critical it is to talk to and about your prospects. Research has shown time and again that when companies talk about themselves, engagement drops. But, talk about your buyer—what’s important to them, what’s trending in their world, what keeps them up at night—and watch engagement go up!

Click here to learn more about the event.