Customer engagement is a vital part of handling your company. It affects the way you obtain new customers, retain old ones, and how much revenue you gain from each customer. In order to become a successful business, engaging with current and potential customers is essential in creating a loyal fanbase for many years to come. So, we’ve put together a simple customer engagement guide to help you in 2022.
In the past, it was common to find terrible customer service where brands had no effort in making great customer engagement. This was thought to be okay because people could only access products or services through retail locations or brick-and-mortar establishments.
However, this is no longer the case today, as almost every product or service can be acquired online. The competition has risen exponentially, thus making it extremely important to engage with customers in a way they will appreciate, remember, and purchase from your brand again.
Customer engagement is the process of actively maintaining a relationship with your customers by consistently providing them with assistance, information, or value that helps them with their needs. These customers are then more likely to share positive reviews about your business, which will lead to increased sales from new audiences.
In order to successfully engage your current and potential customers, you need to put yourself in their shoes and provide an experience that they want. When thinking about what this means for your specific business, think about the following:
Put yourself in their shoes. If someone asks you about your experiences with a product or business, how likely are you to say something positive about them, especially if it’s a small, local business like yours? People like to see themselves as experts of things they love, so take advantage of this by giving them opportunities to share their expertise with others. Remember that every experience counts.
Make sure not to provide more information than is necessary, or you will overwhelm your customer. Think about what it is that they want and need help with and focus on those areas.
Customer engagement guide is a broad term that guides marketers to improve their service for audiences. It relates to an individual’s emotional commitment to a brand, product, or service as a part of becoming your loyal fanbase.
In the current day and age, every business inevitably finds itself having to engage in some form of customer engagement. This can be done by using social media platforms such as Facebook and Twitter but also through more direct forms of contact such as email and phone calls.
Typically, when customers talk about their favourite brands on social media, it’s due to their positive experiences while engaging with that company. Some businesses have turned their attention to social media by increasing the number of Facebook pages and Twitter accounts they use, which helps cut down on customer service requests as well as increases communication between them and their customers.
In addition to this, it’s also important to recognize those loyal customers who actively promote a company or become brand ambassadors for specific brands. It’s then crucial that companies reward them in some form for taking time out of their day to do so. This can be done by providing coupons or simply giving them access to exclusive information before everyone else.
Since the social media landscape constantly changes, it’s essential that brands keep up with the update in order to stay relevant with their audience. The following are some take on and predictions of what may work for a customer engagement guide in the brand-new year.
AI-driven chatbots are just the beginning of technical automation being used by brands to engage customers. Marketing managers will soon find themselves almost entirely replaced by AI systems with analytics-driven bots running marketing campaigns entirely on their own. This is the next major wave of automation that businesses will start to use this year.
Many companies will have chatbots integrated into their customer service lines. So, consumers can get real-time information about any product they want before making a purchase. Whether it’s a small product, like mobile phones, or bigger items, such as an air conditioner and a car, chatbots deliver a quick informational service in a way salespeople may not pick up the line.
In addition to that, conversational commerce is now an extension of chatbots that have more ways to connect with customers. Take a look at how Amazon Alexa, Siri, and Google Assistant are now taking hold in the marketplace.
Therefore, you should make your business accessible by these technologies so potential customers can check out your brand real quick. You can tie these technologies with traditional e-commerce functions so that customers can complete transactions via voice command.
With most customers using more than one dedicated platform to research their purchases, marketers need to take an omnichannel approach. Omnichannel marketing refers to the integration of various platforms, such as websites, social media, or email, to reach out and interact with your audience.
That’s why it’s now crucial to have multiple channels where you can build a broader audience with different preferences. Having a website is no longer relevant when you have no other platform to connect with the market. Since social media has become such an integral part of every marketing campaign, owning various social channels will help you generate diverse prospects.
Keep in mind that every platform has its native audience. Hence, you can learn more about their behavioural pattern based on the used platform. You will find it easier to engage with a certain audience from this approach.
Videos are one of the best ways for marketers to engage their audience when they are in research mode or looking for product information. Making videos takes more work, but they can provide big returns, especially if you offer a series of educational videos covering all aspects of your product or service.
Unlike typical sales pitch videos offered to your customers, a video marketing strategy is way more than that. It covers all aspects of educating your audience and convincing them to become your customers. Therefore, you need to be careful when producing marketing videos specifically for engaging with customers on social platforms.
If you’re unsure, here are some top-performing business video marketing campaigns that help improve customer engagement, including thought leadership videos, industry events coverage videos, webinars, and customer testimonial videos.
Also, make sure to create videos of your products on different devices so your customers can have the best experience when checking your content. For example, see whether your videos look great on tablets, PCs, and mobile phones. Statistically, this is the best way to engage with customers because people don’t want slow websites or social channels on their devices when viewing the video.
Most marketers agree that writing educational articles are essential for any content marketing strategy. It’s also a way to interact and engage with customers when they are looking for more in-depth information about your product or business. However, if you want to increase your website’s visibility on search engines, creating blog posts isn’t enough.
Instead of thinking about traditionally writing blog articles, it’s time to start thinking about how you can use your keywords to create more engaging content for your target market. This could mean providing different types of content, such as images, infographics, PowerPoint presentations, and GIFs. Infographics, for example, address your customers’ needs by simplifying information into easy-to-read visuals with the added benefit of being shareable on various social media platforms. Browse this free PowerPoint templates gallery to design stunning PowerPoint presentations for your target audience.
Since you use multiple platforms available on the internet, various content will easily help you engage with your audience. Moreover, having different content can improve your SEO rank on Google search engine. This will help people discover your brand quickly.
Social media influencers have been taking huge traction over the past few years. These self-made influencers can lead a change and influence a group of people — their loyal fanbase — into taking action almost consistently. This great impact is what brands need to gain from a brand-new audience who barely knows about them.
Partnering with social media influencers allows you not only to build an audience but interact with them smoothly. Especially if you want to improve the customer engagement, having a relationship with influencers will improve brand trust. They have trusted these influencers, so they will further trust a brand that their idol works together with.
Gestures like leaving a comment in these influencers’ accounts will improve your visibility among their followers. You can also interact with some users in a post where the influencer has made the content about your brand.
Customer engagement is crucial for every company and its prospects, especially on the lead generation level. When a brand connects and engages with customers enough, they will see its sincerity in doing business. More often than not, high customer engagement rates contribute to a business’s sales revenue and sustainability.
If people are satisfied with your services and constantly know your presence, they will return for more purchases and tend to remember your brand for a long time. This is why a customer engagement guide is crucial for any business to comply.
There are many ways brands can improve customer engagement guides, such as using an omnichannel marketing approach. Social media is one of the best ways to reach out and establish a relationship with your prospects and customers and build trust and brand loyalty.
You can start customer engagement on social media by developing compelling content that speaks to specific audience needs. If done correctly, your post will set the foundation for positive engagement between you as a brand and your customer base, resulting in fruitful product sales.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
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