It wasn’t so long ago when businesses used to rely on conventional marketing methods to engage with their customers. However, new technology has opened up exciting new avenues for businesses to find new audiences and cater to their needs with pinpoint accuracy.
Customers have also become smarter and more tech-savvy, making it difficult to persuade them to buy without providing real value. They expect brands to engage with them at every touchpoint and influence their buying decision using quality incentives.
Remember, when they visit your website or product pages, your customers likely already have a good idea of what your brand does. They have conducted the required research, know who your competitors are, and identified the best product for themselves. So what is left for brands is to convince them why their product and not the competitor’s product should be the one they buy. And the best way to do that is to engage with customers.
This article will explain why customer engagement is important for brands and businesses and highlight some popular customer engagement tactics that can be applied to any niche or industry.
Importance of Customer Engagement
Unless your brand interacts with its buyers, there is no way for your prospects to know what your brand has to offer. Customer engagement is key to in-depth relationships between a brand and its customers, helping generate insights that can influence content development, marketing, and outreach platforms.
Following are some benefits of an effective customer engagement strategy:
Instills a Positive Brand Experience
An effective customer engagement strategy considers what existing, and potential customers will need throughout their interaction with your brand, from the time they visit your site until they make a purchase. Each customer touchpoint should include helpful, engaging, personalized information to create a positive customer experience.
Use data analytics, social media platforms, and email marketing campaigns to develop content supporting customers’ evolving needs at every stage of the marketing funnel. Resourceful content can help your prospect understand why your brand is the right choice for them and how it will help them solve problems. Analyze data, create specific strategies for each social media channel, and see how it best optimizes customer interactions.
Boost Sales Success With Customer Engagement
Remember that every customer touchpoint should engage customers and help them make progress along their purchase journey. The best way to do this is to create trust and understanding between the sales team and customers at every point. Improve collaboration between your marketing and sales team and provide the sales team with enough insights to ensure that they develop content to help reach sales goals.
Sales should continue nurturing and engaging buyers across various channels to establish business relationships and increase close rates.
Your company’s loyal customers are the real reason behind a successful ROI. Loyal customers not only post positive reviews but also encourage others to engage with your brand. Research shows that 20% of your existing customers are responsible for 80% of your future profits.
This means that instead of spending money, time, and effort on creating campaigns to target new customers, you can be more efficient by trying to retain your existing customer base.
However, retaining your customers requires a deep understanding of your customer’s behavioral patterns. Try asking questions like why are your customers shifting away from your brand? Are there external forces like a new competitor, or is it because of internal factors like decreased quality? Analyzing these questions will help you tailor your strategies accordingly.
Expand Customer Network Through Referrals
Your existing customer base already loves your business and will leave no chance to market your business online. This is especially helpful today when most people are situated online and trust online customer reviews more than the brand marketing itself.
Your prospective customers want to know how others like them experienced your brand. In fact, 68% of people rely on positive guest reviews before visiting a place, and 79% of the younger audience trust online recommendations just as much as they do word-of-mouth.
Transforming Customer Engagement
Customer engagement isn’t something that happens by chance. To truly engage customers, companies have to make significant efforts to interact with customers. This means that they must use technology and advanced data-driven tools to understand the conversations in customers’ minds.
However, this is no longer going to be a one-sided conversation initiated by brands. Instead, a two-sided conversation will have to occur where brands must observe, listen and analyze customer needs and behaviors and act accordingly.
Following are some metrics that can impact customer engagement positively:
Escalations are automated time-based actions triggered when certain activities aren’t completed in a predetermined time frame. For example, suppose a customer contacts you through the brand’s email address. In that case, an escalation can notify a member of the support team about the email if the email isn’t replied to within 15 minutes or any other response time that you set. This makes sure that no action or customer complaint has a chance to slip through their fingers.
Automated alerts are a brilliant way of ensuring that no customer engagement point is missed. Some software tools can alert marketers when and where a customer engages with the brand. For instance, an automated alert can be set for the customer support team whenever customers send negative feedback. This ensures that a customer’s suggestion is taken up promptly and proactively.
Similarly, you can also set alerts when a customer re-engages with your brand after a long time and offer them exclusive discounts and promotions.
Asking for customer feedback improves your business’s operations and makes customers feel heard and valued. Remember, the core purpose of your business is to profit the customers. So when customers have feedback or a suggestion? Make sure they are heard. A simple rating question, an online survey, or a poll can go a long way in highlighting potential problems that your customers face and how your business can improve on them.
However, when asking for feedback, know your goals. What are you going to do about the result? What element of your business are you going to change based on the input? Answering these questions is crucial in determining whether your strategy will fail or succeed.
Using The Right Analytics
Since there are various touchpoints for customers to engage with brands, each avenue offers a plethora of customer data to analyze and understand customer patterns and behaviors. This study is called data-driven marketing and is one of the most critical tools in a business’s marketing strategy. According to Forbes, companies that engage with data are three times more likely to achieve a competitive advantage in customer engagement than companies without data-driven marketing strategies.
Businesses can use data-driven analytics for the following:
- Creating trigger-based email campaigns
- Using predictive analysis to understand future customer patterns
- Keeping customers “active” through ancillary tasks
Customer engagement is essential to a brand’s reputation. Offering positive and delightful experiences to customers can build trust and loyalty, essential drivers for customer retention and ultimately for profits. There are tons of options and avenues to explore. Go ahead and do that, and use the tips mentioned above to build an effective customer engagement and marketing strategy.
So, boost your business’s sales, reputation and expand its network today.