Customer engagement has by far become one of the best strategies of marketing in recent times. Earlier, it used to be packaging and price control. Even though these are still being used today, customer engagement has been given considerably more importance than it formerly was.
Since the advent of the internet and social media, digital marketing had seen a rapid upsurge. Brands and businesses now seek to build a large clientele database or fan base. Customers expect their relationship with the brands to go beyond the use-value of the products. They want to feel free, comfortable, and safe with the brand.
Social media marketing has made it easy to connect with customers on a mass scale. A one-on-one relationship with the customers is also enhanced via social media connections in measures that would have been difficult or more inconvenient if it only involved physical contacts.
Keeping your customers engaged entails that you devise methods that make the customers feel belonged to your brand, to make them want to promote what you do as though they are a part of the team. In other words, their level of activeness towards your product increases both online and offline.
By online, of course, I am referring to the social media outlets, how much they interact with and share your social media posts/publications with other people in their social circle.
Importance of customer engagement
Customer engagement is the most critical concern facing digital marketers today. Driving customer engagement is the principal reason why digital marketers exist in the first place. They want to be able to secure a good level of customer loyalty and promotion. The more engagements in the form of interactions with social media updates, shares, positive replies, your online brand gets, the stronger its public image, and the more patronage you receive.
There are several similar brands out there and there is a need that you do things differently and better so that you can secure a reasonable client base. Also, many customers prefer to remain neutral to all the competing brands. That is to say, they would not promote one over another, rate another over you but would go to the brand that could best satisfy their needs per time.
To have customers that are unbiased sounds free and fair, right? – they get to patronize any of the brands that feel convenient at any time but they don’t remain so forever. Sooner or later, a good business person would have succeeded in converting each and every one of their visits into loyalty and they become favorably biased towards that brand.
It then becomes very important to adopt strategies that attract your customers, to make them loyal to your brand, to convert, keep or transform them into your brand ambassadors perpetually. Here in this post, you are going to see strong ways you can keep your customers engaged with your brand either online or offline.
Ways To Keep Your Customers Engaged On Social Media
The following are some ways you can engage your customers on your social media platforms.
Offer them real value
Provide entertainment value
Use push notifications
Have an ever-available customer service team
Encourage seamless and continuing communication
Use interactive graphics/video to capture customers’ hearts and minds
Offer Real Value to Customers
As already mentioned, getting your customers glued to your business online requires that you provide other services aside from your primary products. Your customers want to be seen as full-fledged humans and not as just some product consumers. If you are to satisfy some of their curiosities, enlighten them on your services and related activities, they would feel more belonged to your brand.
To be an effective strategy, social media content must be beneficial to your customers. They should contain insightful information and not just a bunch of products that you want to force into their heart. Advertising is considered part of the whole service and not an interruption. In essence, you are offering real value to your customers, and by ‘real value’, they know you are genuinely interested in impacting their lives and not just spamming them with commodities.
Many successful online brands practice this. They offer insightful information about a concept related to their product(s) in the form of Factual Guides and after getting their customers’ engagement (attention), they earn the right to speak about their own product and solutions.
Provide Entertainment Value
The desire for pleasure and entertainment is part of what makes us human. When your customers feel entertained by your content, they feel more relaxed with your brand, making them engage more with you.
It is great to occasionally or regularly host entertainment events for your customers. This reinforces in their minds that you are willing to go the extra mile beyond just buying and selling, for them. It also affords you the opportunity to have a one-of-a-kind personal encounter with them allowing them to continue to develop their connection with you and thus, increased business value.
Creating entertaining online content goes a long way to getting customers engaged. Moreso, going the extra length to organize a physical event even does it better. It brings your customers closer and gives them some memories to share on social media platforms as well. Of course, they can take pictures of the event and post about the event on the internet. This increases your brand awareness, drives more traffic to your social media handle or website, and also creates new opportunities for relationships.
Use Push Notifications
It is recommended to apply text message marketing techniques as a way of notifying clients about new content or product that may interest them. Once you have attracted the attention of your customers, you must devise means of keeping them engaged. The use of opt-in forms and alerts has found significant use in digital marketing recently. They have not stopped being so effective at keeping your users engaged.
If you have been able to get your interested customers to opt-in for your push notifications, the next step is to decide what material to promote to them and how to promote it.
Have an Ever-available Customer Service Team
In an earlier post that talked about the best business strategies for telecommunication companies in Nigeria, ensuring ‘quick and accessible customer care channels’ was listed as one of the best strategies. The effectiveness of these strategies is not limited to the telecommunication industry. It is also important that you make customer care easily accessible, especially when they have an issue, regardless of the type of business your brand is involved in.
You should also remain current with your customers’ concerns and common issues with accessing or using your products or services and respond to them promptly, especially when they reach out to you. This entails that you use the best communication channels that keep you updated on the client’s needs and for you to respond to them very quickly. This is where text message marketing gets you covered.
Highly responsive businesses quickly address service issues with tactful messaging, avoiding public relations disasters that can quickly spread thanks to well-connected clients.
Encourage Seamless and Continuing Communication
Even if all is well, and there are no issues encountered by your customers in the use of your products, ongoing communication with clients creates an accessible approach to marketing – such that they feel connected at all times.
It is feasible to be able to communicate with clients through conversational messaging on a one-on-one basis. Addressing your customer by name gives you a better chance of earning their commitment and establishing your brand as a company that cares for your client’s needs. However, you must be prepared to experiment regularly on the specific methods and channels you would employ in reaching out to your customers.
If your marketing efforts have succeeded in making your customers feel a genuine sense of relationship with your brand, and they feel that your brand is engaging, mutually advantageous, and consistent, this relationship must be maintained. It is worth stating that the ultimate purpose of engagement is to establish an emotional connection with the company, and that’s exactly what an ongoing communication/conversation fosters.
Use Interactive Graphics/Video to Capture Customer’s Minds and Hearts
Videos are one of the most effective marketing techniques accessible, especially in digital marketing. With worldwide audiences spending a lot of time on their mobile devices, marketers have found that feeding clients with appealing bites of video at various times are one great way to drive customer engagement. If video content wasn’t so useful, it wouldn’t have been as popular as they are today in the world of digital marketing.
The essential element that drives high levels of customer engagement using video content is the ability to tell a fascinating story in your video. Good video storytelling also creates some form of pleasure and entertainment for your customers. The human brain is drawn to stories and even though digitization has revolutionized the way we live and probable access stories, our love for storytelling is a desire that will never change.
It’s no wonder that companies that use brand videos to tell engaging and/or touching stories will see a significant increase in customer engagement, traffic, and patronage. Why not join the train today?
How To Keep Your Customer Engaged Offline
Engaging your customers offline is similar to what you do via social media discussed above but the only difference is that you are targeting them in real-time and you want them to be your ambassadors through word of mouth. There is really no significant difference between offline and digital marketing nowadays, as both of them work hand in hand.
More specifically, you want to improve on packaging to attract them, give incentives for coming around (doesn’t have to be anything so big), enhance good customer care relationships and communication on-site, organize events, and use appealing graphics, videos, and illustrations.
Companies must proactively connect and engage with clients at every chance with the aim of increasing customer engagement. As a brand, you should be consistent with whatever consumer engagement tactics you choose be it text message marketing, email marketing, social media, etc. By consistency, you should create pleasant end-to-end customer experiences from your first interaction with your customers and throughout their entire business journey with you.
Not too hard to accomplish, is it? These may be quite demanding but they will be totally worth it in the long run. Any more thoughts and comments should come in the comments below.
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