Customer Engagement is fast becoming a buzz metric and a highly desirable asset for B2C organizations across the globe. These organizations have elaborate websites, they create compelling content, run campaigns on social, email, paid search, etc. But the real challenge lies in understanding who’s engaging with their brand and what is the nature of their engagement.
The job of marketers becomes that much more complex as they continuously try to evolve and improve upon their strategies and try to understand consumer behaviour on their websites.
The trick here lies in tracking user patterns, optimizing outreach, experimenting, testing and finally implementing. This is ultimately what leads to greater engagement and brings in the sales.
As a marketing professional, you require to proactively enhance customer engagement levels with your marketing campaigns and other available content. Till recently, this was proving to be a Herculean task because of its manual nature.
Fortunately, nowadays, marketing automation can resolve such issues and help your business to reach out to more people and in a more meaningful manner.
Let’s look at three ways you can use marketing automation to increase customer engagement and boost your revenues:
1. Reaching out to the right customers with the right message at the right time, via the right channel:
Gone are the days when you blasted an email bulk to a large list of random leads, sprayed and prayed. However, now, instead of mass-mailing your message and hoping it brings about the desired impact, you can focus on making real connections and building real relationships with ideal customers, a process that is certain to deliver results and success for your business in the long-term.
Reaching out relevantly to the customer in this multi-channel environment is a sure fire way to increase open rates and engagement levels with your content.
For example, let’s say that Jane is planning to buy a new dress for her office annual day through an ecommerce site that she has earlier purchased from. She has a look at the options on the website from her laptop on Sunday afternoon, sees the latest collection on her iPhone on Monday morning, gets a 25% off coupon for dresses from the collection in the mail on Tuesday, and finally on Thursday, she gets a push notification about a special 24-hour sale, then finally buys.
2. Strong segmentation:
Typically, there are three ways to classify what the customer wants. They are: needs, wants and demands. However, to identify these three ways, you would need to carry out segmentation first. In segmentation, the first step is to determine which type of customer will prefer which product of yours. Accordingly, that customer will be added to different targeted segments.
Ideally, segmentation is of four primary types:
- Demographic segmentation
- Behavioral segmentation
- Psychographic segmentation
- Geographic segmentation
At an even more macro level; with automation, you can build and segment lists based on various criteria like think location, job title, product interest, etc. These lists can then be used to send highly targeted (read: highly relevant) email messages that will see much higher engagement rates than a traditional batch-and-blast message.
Accurate segmentation can play a key role in contextual marketing. Have a look at the stat below:
66% of marketers reported that the ability for enhanced targeting and personalization is a top benefit of marketing automation. (State of Marketing Automation 2014, Regalix)
While technology has definitely made it easier for businesses to enjoy higher levels of engagement with their customers, it is finding the right software that is going to prove to be a challenge in the near future. There are a number of solution providers out there but the focus for many of them are on packaging their own offerings rather than any real technological advantage.
As a marketer for a business that looks to step into the future with a view to stay ahead of the competition, one has to be very selective about the kind of software s/he chooses for the purpose.
Do get in touch with us if you have any questions.