One of today’s top marketing challenges is customer engagement. Why? Because it emphasizes the primary goal of marketing, which is to develop relationships with consumers to ensure that they pick you over your competitors, like and profit from your product or service, return for more, and recommend it to their friends, family, or co-workers.
Customer engagement: What is it?
Only in the digital age did the idea of client involvement or customer engagement come into its own. With the development of two-way contact between customers and brands via internet platforms, engagement increased in frequency and visibility. Of course, engagement doesn’t just happen online; it may also occur in person and through more conventional modes of communication. When we examine customer engagement, we’re investigating the nature of that relationship—whether it’s positive or negative—as well as how frequently and in what ways customers participate.
5 Customer engagement indicators
- Duration: The period throughout which interactions occur
- Proactivity: Whether a consumer interacts with a brand voluntarily and unprompted
- Repeating and occurrence: Whether there are regular, similar exchanges or only sporadically different ones
- Context: The environment in which interactions take place, such as after a purchase, during deliberation, only when an offer is running, etc.
- Volume: The total amount of interactions over the entire customer journey
How to measure customer engagement?
Conversation rate: The best indicator of how well a campaign is doing is conversion rates. The conversion rate will show you whether the conversion action is customers actively following through and completing a form or purchasing a product.
Time on page: How long website users stay on individual pages is an indication of how interested they are in the content. High-time spent pages can be further optimized to keep users interested. To increase visitor engagement, less appealing pages might be examined and even totally redesigned.
Watching the complete video: Consider the number of people who watch the complete brand video to get a good picture of how compelling the narrative and content are for your target audience. A video’s high completion rate indicates that both the message and the medium are effective.
3 Easy steps for smart customer engagement
- Analysis
Gather those facts. Understand what engagement looks like for your particular industry. Find out about the context of engagement from your customers’ point of view in addition to gathering operational data such as loyalty program statistics, social shares, likes and comments, and support issues. Investigate what makes clients interact with you by gathering information about their experiences through surveys, intercepts, and other avenues of feedback.
- Examine
The next stage is to link the many forms of engagement that are taking place in your company to business outcomes like sales, NPS, CSAT, and customer effort scores.
- Improve and invent
Once you do your research put it into practice and complete the cycle of action, measurement, and results.
7 Customer engagement strategies for YOUR brand
Your choice of strategy will be influenced by your study results, your available resources, and the type of business you are in. It’s crucial to take each channel’s involvement into account. For instance, there are significant differences between participation online and offline. How your customer interacts with you affects how you develop the relationship.
An unengaged but satisfied customer may respond to engagement requests that emphasize cost, benefit, and convenience, such as “join our loyalty club and save 5% on these regular purchases.” A client who is already very involved with the brand may join a program that rewards brand ambassadors for bringing in new customers.
Here are a few customer engagement-boosting strategies to help you with your planning:
1. Create opportunities for participation in your UX and CX
A client can feel more involved and listened to by using something as basic as the thumbs up/down button on the bottom of a self-service support article to increase engagement.
2. Make your brand meaningful and relevant.
Making the user experience efficient and seamless is only one aspect of successful customer engagement, even though it accounts for a significant portion of it. Additionally, it involves developing a brand personality that customers will enjoy getting to know. Create a personality that will encourage interactions and inspires a stronger sense of connection in them.
Brands convey this feeling of authenticity in almost every aspect of how they conduct business. Some people may interpret this as obtaining things from vendors who share their morals and ideals. Others could draw inspiration from their own experiences with the brand’s creation and the passion that went into it. As a brand, find ways to highlight your true character, whatever that may be, so that customers can learn, connect, and interact with them.
3. Loyalty programs – If you don’t already have one, create one
Loyalty programs are a tried-and-true method for increasing retention, from elaborate tiered points systems to the modest 10-coffee stamp card.
4. Invite comments
Make sure clients know you value their opinions by giving them numerous opportunities to be heard. To collect contextual experience data online, you could utilize site intercepts, scoring, or feedback buttons. In physical stores install a feedback box and some cards at the register, train staff to ask patrons about their experiences, or print a feedback email address on promotional fliers and receipts.
5. Display active behaviors
Use case studies and storytelling to demonstrate how other customers have contributed to and participated in existing customer engagements in your marketing.
6. Use push notifications
Engaging with customers effectively sometimes means reminding them about what you have to offer. And push notifications are a great way to do that. Push notifications are short messages that “pop up” on a user’s mobile or desktop screen, outside of the browser. Customers must subscribe for push notifications, so by opting to receive them, they are already engaging with the brand. The next challenge is crafting push notifications with a compelling offer or message that will excite the customer enough to click on it and engage even further.
7. Make your social media promoting more effective
For businesses today, using social media is a no-brainer. Every marketer is aware that they need to be active on social media, but how to best engage your audience once you’re there is the real question. Social media platforms are overloaded with businesses and items vying for users’ attention. Customer interaction activities must be extremely targeted because of this.
Looking to build your product? want to re-engage your customers? Scared about the marketing budget?
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