By definition, customer engagement is the most tangible indicator of your customers’ feelings about your brand. Well, almost tangible, that is. The hard fact however is that each and every forward-looking brand out there is investing heavily in improving this means of communication.
Whether we choose to measure customer engagement on the basis of conversions, opt-ins, website visits, page views or email open rates; the bottom line is that it simply needs to be enhanced at all times.
In reality, customer engagement is directly proportional to your customer’s feelings towards your brand and nothing matters like feelings do. In short, if people like your brand, they are likely to come back to buy again and vice versa. And what’s more, if your customers enjoy doing business with your brand, they are also likely to be your brand’s biggest promoters, or direct ambassadors. This fact can be supported by a very interesting statistic:
Acquiring new customers is anywhere from 5 to 25 times more expensive than retaining existing ones, depending on your industry. (Source: Harvard Business Review)
In plain words, customer engagement is a direct measurement of their sentiment towards your brand in order to forecast loyalty.
Progressive businesses across the world spend a lot of time and resources in their efforts to improve customer engagement. It is widely accepted that the most powerful customer engagement strategies primarily consist of brand propagation and involvement of the customer.
While there are a large number of customer engagement strategies followed by various businesses worldwide, here we have listed 3 of our most preferred ones that you can use:
- Share Customer Reviews on Social Media
While at first glance reviews may not seem like a very compelling way to engage customers, it actually is extremely powerful. It helps not only to re-engage current customers but also to increase your eCommerce conversion rate and raise brand awareness.
It is essential to understand that people like to interact through customer reviews for various reasons such as to be able to relate to content written by authentic customers rather than mechanical brand messaging. Candid reactions from people in their network such as friends, family and well-wishers are more warmly received.
Additionally, adding customer reviews to social channels increases on-site engagement.
Adding reviews to Facebook boosts customer’s time on your site by 9.9% and adding reviews to Twitter boosts time on site by 35%.
Why: Review traffic is more engaged than many of the other leading traffic-driving channels.
How to implement: Integrate your reviews with your social platforms to enable easy uploading. Connecting reviews to social ensure that you are seamlessly able to show off all your awesome 5-star reviews.
- Ensure that your outreach is highly personalized
Most of us can relate to the happiness that we’d derive when our favourite restaurant or store mailed us a gift voucher on our birthday. Well, it is still happening but in an entirely new digital avatar. Technological advancements of today are enabling this level of personalized engagement many levels further.
Customers are simply feeling run over by the unending spate of content and customer marketing slogans. While there are many ways for brands to stand out in a constantly burgeoning market, the most effective is simply to surprise your customers with an offer that they didn’t expect.
Why: By personalizing outreach across digital marketing platforms, customers enjoy the experience and feel that the advertisements were created for them. This personal touch cannot be overlooked when strategizing to effectively target your audience.
How to implement: Create marketing and advertising campaigns based on location, social platform, and specific products when looking to boost your consumer engagement strategy.
- Make Customer Service Omnichannel
It is a digital overdose out there and rising above the din and standing out may be challenging. It may also mean simply going back to the basics. An omni-channel strategy rises above social media platforms.
Build up real, long-lasting engagement by talking to your customers. Call your clients for in-depth conversations. Learn who they are, not just what they want to buy. This can give you valuable insights into what they really want.
Put extra attention into unhappy customers. It may be tempting to simply send an automatic response to unsatisfied customers, but the best company knows that putting the most effort into these customers gets the real rewards. The best customers are those who have problems that are resolved, not those who have never had a problem.
Instead of sending online communications, experiment with sending good old-fashioned snail mail coupons and catalogs.
An eMail is another tried and tested way to reach out to customers.
Why: By being available to your customers through all available channels, you ensure to never miss an opportunity to impress or delight.
How to implement: Combine traditional customer service methods with new-age technology. Have a great coupon idea? Great! Send it with a ‘Mail After Purchase’ form for incentive to review the product your customer just bought.
Conclusion: There are a million strategies out there and a larger number of experts telling you how to engage your customers best. However, it is you who knows what your customers prefer and it is also you who is responsible for their satisfaction. So, stick to the positive responses for your target audience and remember that your objective is to bring to your customers the best possible level of experience.