Customer engagement: A few key tips to get it

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Did you know that customer engagement is an essential part of any brand marketing strategy? You’re trying to attract your customers not once, not twice, but many times by creating a long-term relationship. But like any relationship, you need to invest in it. How do we get them to commit? We need a hook to keep consumers wanting more. If your company doesn’t have one, keep on reading.

Benefits of customer engagement

It’s a given that customer engagement can only have a positive impact, but if you want to know how it will benefit your company, here are a few critical company KPIs which are directly and positively influenced by this:

  • Customer frequency
  • Revenue
  • Profitability

We’ve probably got your full and undivided attention now, huh? Let’s dig into the ins and outs of customer engagement.

What is customer engagement?

We could define customer engagement as the bond between consumers and companies. When you obtain customer engagement, you’re able to generate an interaction with clients and get them to take part in the experiences your brand offers. You’ve reached your marketing strategy mecca: to create a positive feeling in your customer towards your brand.

By focusing on customer engagement, you’re striving to create something of value to the client. This value can be in the form of:

  • quality products
  • top-notch customer interaction

When you have customer engagement, you can start predicting loyalty. Will your clients return to your site or store? We sure hope they do!

Customer engagement strategies

If you have a clear idea of what you want to get from clients, you can start designing your engagement strategy. By following all the steps, you’ll be able to achieve customer engagement to the nth degree.

Let your brand personality shine
A brand personality refers to a set of emotional characteristics that are linked to your company. When you’ve define the personality of your brand, you can start making it visible on your site, on social media or advertisements. This will take your brand to the next level, “humanizing” it and making it relatable. Now possible clients won’t choose your product because it’s cheaper, but because they feel emotionally drawn to what you reflect.

Steps to build your brand personality:

#1- Take into account what you sell, who your customers are and how you think your brand is perceived. 
#2- Ask yourself which words are associated to your product. This will take you one step closer to your brand personality type. 
#3- Decide whether your company’s personality is:

  • Sincere
  • Exciting
  • Sophisticated
  • Competent
  • Rugged

With this info you’re on the right track towards defining the design, content and scope of your brand.

Provide a high-quality customer experience
First off, you’ll have to invest in your customer service team by choosing the right people and empowering them. Show the team the crucial impact they can have on a customer and how that can define the success or failure of your company. We can’t emphasize this enough: treat every customer like a million dollar client, whether they pay you a lump or a single buck. You’re aiming for the long run, this isn’t about short-term gain.

Pick tools for customer personalization
Popular brands have revolutionized the way in which products are offered and displayed. Many, such as Netflix and Amazon, have a fancy algorithm to decide what to show through their websites according to user behavior. This is why when you check out your homepage in Netflix you have recommended series and films. It even says ‘Because you watched… we recommend you…’. Others provide a questionnaire in their homepage with which the software establishes what each user will view.
 
Tools for customer personalization give you a chance to make your client feel pampered since the website is tailor-made. Basically, you have a fat chance of appealing to your target audience.

Invest in useful content
If you’re struggling to make users come back to your website, you’ve probably missed one big factor: usefulness. A Google study proves this point: 48% of smartphone users say they tend to buy more from a company that provides tutorial videos that can come in handy.

Useful content 101:

  • Create original content
  • Use strong, compelling headlines
  • Update your content frequently

If you want to know more about content strategy, visit our post ‘How to take advantage of metadata in content’.

With these basic tools and concepts you can now start deciding how you will engage customers and generate some stability for your brand. These steps will guide you towards becoming an effective and relatable brand that attracts consumers for long periods of time.

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