What is a customer engagement marketing strategy?
When you run a business, engagement with different people takes a significant amount of working time. This reflects in the strategy definition: it’s a plan to keep current customers satisfied with the service and products along with enticing new prospects.
Such interactions can be organized via various communication channels: face-to-face conversations, online meetings, emails, or phone calls. This process doesn’t end with a purchase, it lasts as long as a client keeps using your services.
Why is customer engagement important?
Customer satisfaction is the key to customer retention growth. According to Esteban Kolsky, 72% of customers will share a positive experience with 6 or more people. What is more, being unsatisfied, 13% of them will complain about this to 15 or even more acquaintances and, in turn, provoke customer churn.
A grave mistake of almost every company is not perceiving clients as an essential trigger to expansion, development, and income growth. You won’t retain customers without focusing on their needs and wishes.
Another survey shows that about 45% of buyers are more likely to trust a company if it guarantees a positive customer experience. So wise businesses make successful customer engagement one of their major priorities.
Nowadays shopping is not just about buying what you need. Recent data collected after studying the customer journey has also shown that purchasing has become more meaningful. Customers can easily find all the information about various companies on the web and prefer the one which satisfies their requirements perfectly. They won’t invest money into a business of insufficient value. The market is full of offers of similar products, boiling down the value even more. So customers are more likely to choose a company that provides them with a personal and emotional connection.
That is why learning how to improve customer engagement strategy is an essential skill.
What are the benefits of a well-thought-out customer engagement strategy?
Productive interaction with new and existing customers can benefit your business, no matter how large your team is. Put your clients first - that will give you a chance to succeed in a world where customers receive hundreds of offers to choose from. Your enterprise will see lots of positive changes after enhancing customer experience by applying several helpful customer engagement marketing strategies.
General customer experience improved
A positive experience while dealing with a company helps to expand the client base. This will not happen immediately. Sometimes, it takes a couple of tries for a client to make a final decision whether to use the company’s services or not. But even then, everything can change. It’s crucial to keep an eye on important customer engagement metrics along with sustaining quality support within each interaction. Bear in mind: one irrelevant word may cost you losing a customer or even a dozen of prospects, who may receive negative feedback from this single poorly served buyer.
Better relationships between a company and its clients
Business success depends on the relationships you build. The most important are those between you and your prospects. Healthy give-and-take relationships are fundamental for any company’s development. No one can tolerate rude and pushy communication, promises that haven’t been fulfilled, long waiting time, and unanswered questions. Such service won’t build trust and rapport, making your brand just another option between hundreds of similar, instead of the #1 choice.
But when customers are sure about your value, their purchasing behavior changes for the better. Among trendy names, sales, promotions, and competitors’ tricks, they are more likely to choose a trustworthy and reliable brand.
Living in the age of modern technologies, we’re free to share our experience, positive or negative, instantly after getting it. Official companies’ websites, their accounts in popular social networks, or special platforms for reviews are the best places to share opinions about any products or services. When a company exceeds clients’ expectations, they want to make others experience the same. They talk to their friends, family members, and colleagues, offering the service, without being forced to do that. Quite useful, isn't it?
Statistics shows, about 85% of people claim they read reviews on the Internet before choosing a company to deal with. Hence, negative words may bring sad consequences and lead to a negative reputation.
The constant development of customer engagement forces you to put yourself in your clients’ shoes and see your own company from their perspective. To make sure everyone is satisfied with the provided service you should offer customers what they want to get. It’s easy to do by conducting target audience research. Start with data collection: analyze your CRM, hold a survey on social networks, ask for feedback while working with clients. The more information you collect, the easier you’ll be able to target your message and create a strong customer engagement strategy.
Endless sales and discounts won’t increase customer loyalty - they’re not a quality indicator. A personal approach, valuing each person’s importance, impeccable customer care, and engagement will do you more good than any marketing tricks. A loyal customer will lead your company to success, bringing new prospects, expanding the current clientele, and promoting your brand to their acquaintances. Caring about each client helps you grow your business faster.
Revenue and customer loyalty boost
Satisfied clients are the foundation of any enterprise. If they trust your company and often use your services, they may become life-long consumers, which means they will keep purchasing until something out of the norm happens. This, in turn, may lower possible risks when introducing new products or services.
Moreover, having a solid foundation and an effective customer engagement strategy, you can look toward the future with confidence. Loyal customers enlarge revenue, bringing new people, buying their favorite products, and trying new things being confident in their high quality.
8 well-tried customer engagement examples
Let’s explore some strategies how to increase client engagement. Today we'll focus on the most effective and entertaining examples. Have a look!
1. Surprise your customers
An unusual way to increase customer interaction, which will let them feel special, is to surprise them when they don’t wait for this. Do it on ordinary days, because everyone knows that companies send personalized greetings on official holidays, like New Year, Christmas, or Easter.
So what are the better ways to surprise your clients?
- Unexpected discount on a premium product
- Sending letters or calling on birthdays
- Personalized messaging and email
- Free duration of a plan
- Sending presents like gift cards, journals, e-books
- Offering discounts to partners
If your company provides an app for clients, nice pop-ups with pleasant news about discounts, loyalty programs, updates, or wishes are a great way to engage with them.
2. Develop customer engagement with the help of social media marketing
The modern world offers us a broad variety of social media channels, where you can interact with prospects easily and free of charge. Social networks, like Instagram, Facebook, or LinkedIn are perfect platforms for establishing close relationships with your clients via various marketing campaigns.
In which ways you may employ them?
- Give away a prize for a “tag a friend” contest
- Narrate your clients’ stories
- Interact with consumers sending personalized messages, leaving comments, and answering their feedback
- Host webinars and virtual masterclasses
- Create video content: instructions, reviews, and introduction of team members
Social media is definitely one of the most useful digital channels for not only keeping your customers engaged but also promoting your brand and its services, enticing new customers, and receiving feedback.
3. Post attractive and relevant content
When creating content for social media, it’s important to share only relevant information or such that brings benefits to your customers. They want to see posts that matter, something that helps them better understand the concepts of your brand and familiarize themselves with your old and new products. Try to catch customer attention by creating a sense of belonging, making your clientele feel like being a part of your team, not just people who buy your products.
4. Make up a reward program
To receive true loyalty and commitment from your clients, play a game with prizes with them - introduce a reward system. It’s not about discount cards or lotteries, it’s about interactive activities with benefits for most active clients, which stimulates others to engage with your company more. What may the rewards be?
- Certificates for successful completion of training
- Official posts with the stories of your customers’ success
- Special badges used on your website, which grant particular benefits, for example, lower price on products bought online
- Holding an event where all the active customers are given rewards (certificates, diplomas, company’s merch)
- Special discount program
- Free or early access to premium services and features
5. Offer a chatbot help
Chatbots are great for 24-hour client support. They provide basic information about a company and its products and perform routine duties, like connecting users with responsible agents, answering frequently asked questions, or collecting customer data for humans to reach later. Chatbots come in handy when there is no support agent available or a client contacts the company outside of the official working hours.
Chatbots are useful to install at:
- An official website
- Messengers, like Telegram or Viber
- Official web and mobile applications
6. Highlight positive reviews
If you’ve just received a brilliant review on Google, it’s time to show it to the world! Take a screenshot or create a nice collage of several grateful reviews and post it on your social media. By doing so you'll make your customers and prospects sure that your company is reliable and brings only happy moments. Don’t forget to thank and tag the author of those words. This will not only please them but make others follow the example and also leave reviews.
7. Train and support your marketing team
Communication success depends on a team that interacts with customers. That’s why training specialists and providing them with all necessary tools for effective collaboration with consumers is one of the major points of any customer engagement marketing strategy. Employees who deal with clients represent your offer, your business, and your brand values. They should be professionals, who know every little detail about the services and products you sell. What you can do for them:
- Hold training sessions with psychologists or experienced professionals
- Host team-building activities to keep your support team close-knit and ready to help each other
- Be attentive to employees' needs and wishes, so that they will be motivated to engage with clients more actively
8. Use a specialized customer engagement platform
Establishing good customer relationships and making them feel engaged is a quite challenging process, requiring effort and time. Fortunately, there is a wide range of services created to help users communicate within a company and with clients, no matter where they are currently located. Real-time engagement tools, like Whoosh, Zoom, or Google Meet are perfect for staying in touch with clients, partners, and colleagues.
For example, Whoosh has several features that will turn every interaction between a support agent and a prospect into an engaging and memorable experience. It offers high-quality business video conferencing, the possibility to set up a free conference call to any country, and several AI-based tools that won’t allow clients to get bored or stressed while dealing with your representatives. With screen sharing, it’s easy to show important documents or look through a manual together with a client to find a solution quicker.
A modern customer engagement platform represents not only an efficient way to communicate with prospects but also a true lifebelt for remote collaboration under COVID restrictions.
Where to start?
Nowadays the business world lives in stressful conditions, imposed by the global pandemic. So it’s more important than ever to keep consumers engaged. That said, doing this in such a way that they will be eager to purchase your products right after visiting your website or looking through the Instagram news feed. It’s a hard task, but with competent marketing teams consisting of client-oriented professionals who apply tried-and-tested customer engagement strategies, you’ll definitely increase customer loyalty, entice new prospects, and make sure that their future purchases are just around the corner.