Last updated on June 14th, 2016
‘Engagement’ is the latest industry buzz word. “Create engagement”, “engage your customers”, “write engaging content”. We should be doing all of these things, but do we actually know what it means as it relates to our business?
Creating customer engagement is far easier said than done but it is possible to attain. Engagement only comes when our customers feel a connection with us.
People connect with those that have similar interests or people they feel understand them. It is far easier to trust someone who comes from the same background or has similar interests. To connect, we need to know them. And we know them through our data.
Here are a few ways you can do this well:
The first way to connect is through your content. There are a 2 main reasons why content is important:
- 1st – is the ability to segment
- 2nd – is the ability to send the right message to the right people at the right time
Around 74% of marketers say that targeted personalization increases customer engagement. That is because with each message, your customer feels less like a number and more like a person.
It is easy to fall into the trap of treating customers as numbers: We don’t ask who they are, what are they like, what type of person are they. But instead, they are grouped into the rest of the customer pool and receive the same message as everyone else.
But we can fix that and when we do, these people become a name, with a unique personality and buying habits. I am sure you use a variety of platforms which are all capturing their own data. This data is gold when it comes to creating your content strategy.
I read recently that the ability to use an existing social network or email identity is now the most popular way to create accounts on the web. I am sure this comes as no surprise because around 90% of people have encountered social login before, and more than half of people use it.
While this provides a simple convenience for your customers it is helping you far more than it is helping them. Why? Because it is capturing hoards of important information for you including: birthday, nicknames, age, time zone, field of study, interests and so much more.
Use this information to understand your customers and weave it into your other marketing strategies. If you find patterns in interests, start a dialogue with this user group. Let them feel they have a stake in your company, their voice is heard and you are catering to their interests.
Sound overwhelming? Then simply start with a post purchase campaign or happy birthday email.
Support shouldn’t be a single department, but an integral part of the entire company. According to a Zendesk survey, 52% of buyers said that a good customer service experience led them to purchase more from that company.
Creating a positive experience is vital to connecting and building trust with customers. A simple way to do this is by syncing your support data directly into your email marketing platform. Then send follow up messages to customers that have experienced support issues.
This will show your customers that you care and are following up with them. If they had a negative experience with your product, you can win them back with a fantastic post-support strategy.
When you engage them in proactive outreach, customers will respond and be more likely to trust you with their long-term business. Winning a customer’s trust is a very long process, losing it can take only minutes.
Making sure you have a connected strategy across all departments will be vital to truly engaging customers. Customers desire to be heard and want to buy from companies they trust and can connect with personally. Your customers are numbers everywhere else, make your business the one place they feel known.
Want to go even deeper into the topic? Check out our latest – you can watch it right here:
Image Credit: Dex Knows Weddings