79% of consumers state that engaging and receiving a timely response with the companies they're buying from is of utmost importance. The consumer experience is no longer just about buying a product or hiring your company for service. It's about the customer experience.
The best way to improve the customer experience is by implementing customer engagement strategies. If you're not sure which client engagements you should be, using you've come to the right place.
We're here to help you and provide you with some customer engagement strategies you're going to want to start using right away.
What Is Customer Engagement?
Customer engagement is when the consumer creates a connection with the company they're buying from. As we mentioned, it goes beyond an exchange of money. It has to do with the emotions the customer has with your company.
When your brand engages with its customer base more, several things happen, including:
- The customer buys more
- The customer promotes your company to others
- Increased loyalty to your brand
A customer promoting your business to others who need your products and services is essential because it's free advertising. Free advertising is great for your business.
74% of consumers deem word of mouth advertising one of the strongest influencers when deciding about things to buy.
You might be wondering why customer engagement is essential. The reason is that your overall company goal is to increase revenue. You need to take into account customer engagement as an integral part of the customer experience.
Remember, not all strategies your competitors use or others you've researched will work for you. It's about finding the method that will work for your specific consumer and creating an experience to support this strategy.
The main thing that customer engagement boils down to is you've got to interact with your customers by utilizing several channels to communicate with your consumer base.
It also means taking the time to know your client and what their needs are.
If you need help with customer engagement, brand loyalty, and repeated business, check out our ultimate guide to customer engagement.
Defining Your Target Consumer
There are several things you can do to define your target consumer. We'll detail each of these ways to help you implement marketing strategies that capture your audience's attention.
Doing this ensures that company resources aren't wasted when your marketing ads target the wrong type of customer. There are three types of target consumers, including:
- People who need a specific product
- Group determined based on personal preferences and hobbies
- Groups that share the same kinds of experiences
The first thing you need to do when defining your target consumer is doing research. When doing your research, note the customers your competitors target and analyze the market you're entering.
Market research will make you aware of the trends sweeping your industry. It will provide you the knowledge you need to define your target audience. Another reason market research is vital is that it will help you and your team decide which direction to focus your marketing efforts.
Once this is done, you need to begin creating your ideal customer persona. When creating your personas, you need to be specific about who your perfect customer is.
If your persona isn't right, you'll miss out on reaching the group of people that need your products and services. Now that you've got these specifications determine the group that isn't your audience.
What age group are you targeting? Is there a specific region of the world that needs your products?
Lastly, you need to use the data and continue to make revisions to your audience's requirements. As your business grows, you'll want to redefine your audience to take into account more people and extend your reach.
How to Create a Customer Engagement Strategy
Before we jump into the customer engagement strategies you need to use for your company, you need to know the steps to create your engagement strategy. This step is essential for various points in business, and that's collecting data.
You need to collect the data about your customers and review it. You want to check this data because it gives you in-depth insight into your customer and what they want.
The data will tell you several things. Whether your customer prefers being contacted via text or email and other types of information that will help you choose the right strategy for your business.
The next step is to define your company's goals and mission statement. Once you do this, you need to ensure you stick to your values because this will help you attract customers that believe in the same values.
We mentioned taking advantage of several channels as a means of engaging with your target audience, and that means connecting via social media. Your audience will define the social media platform you choose to use as a means of interacting with customers.
On average, people spend 145 minutes a day on social media scrolling, liking, and sharing content and providing you with ample opportunities to engage with your potential customers.
If you're not interested in engaging with your customers, they're going to know. The last thing you want is for people to know you're not authentic when interacting with people.
You must understand your staff will be the first point of contact for customers; therefore, they must be trained to provide excellent customer service. Here are some strategies your business might find beneficial.
Employ Email Marketing Campaigns
47% of consumers prefer for companies to contact them via email compared to other modes of communication. One of the best customer engagement strategies your company should use is an email marketing campaign.
There are several advantages to using an email marketing campaign when sending various materials and information to your target audience. The first advantage of this strategy is that it's affordable.
If you don't have an extensive marketing budget, email marketing is the way to go. In the initial phases of email marketing, you'll have to build a list of potential leads to send your emails to, as well as paying for software to support your campaign.
Another benefit to implementing email campaigns is reaching people in your audience quicker than sending out information separately. The more people you can contact, the easier it will be to increase your company sales.
Suppose you employ the services of companies like Helpmonks. In that case, you can easily access and track the data from your email campaign. Tracking is essential because it's vital to help you improve future campaigns you use to reach your customer base.
As you move forward with your email campaign, you'll need to allow your team members access to the conversations. A company that specializes in email campaigns can provide you with a mailbox to be shared between yourself and other members of your team.
It makes it easier for any team member to respond to customer responses promptly. Sharing an inbox reduces the need for multiple people to share information in one place.
You can use email campaigns to add another level of personalization that will help to further the customer experience they have with your company.
Use Social Media
You might wonder what we mean by social media and why we think it's crucial in your customer engagement strategy. Using social media to engage with customers goes far beyond creating an account and posting from time to time.
Yes, social media helps share content you've created to help answer customers' questions before they have them. However, it's also about interaction mainly. The first way to engage with your followers using social media is to provide information.
For example, suppose you've got a complex product or service that can be challenging to use. In that case, your social media platform is the perfect way to teach people to use it. To do this, you could create a short how-to video displaying the proper way to use it.
The video can also detail some issues that customers might run into and how to remedy the situation. Doing things like this helps people understand that you know what they will experience when using your products. Doing so increases the value of your brand.
Laughter is one of life's best medicines and is another excellent way to use social media to your advantage. You've seen a person's face turned into a meme or a gif circulating social media for a long time.
If you can find a way to create content that will make your follower's life better, that's a great way to increase engagement. Speaking of content, make sure the content you share on your platform is of high quality.
There will be times when the information you need to share isn't the most interesting, but there are ways you can make it enjoyable. You can add a video or attractive gadgets to ensure you don't lose someone by sharing information with them.
In-Product Messaging About Upcoming Products
In-product messaging is messaging your customers about new products that your company is producing in the future. As you move forward with in-product messaging, you need to ensure you choose the correct wording.
From there, you can continue to craft a message that encompasses what you want to say and then select the suitable medium to send the information. One benefit to using in-app messaging is there isn't a limit on the number of words used when messaging people.
Another fantastic factor of this strategy is composing messages that work for your company and your audience. A direct message will make people feel like you're speaking to them one-on-one instead of being a part of a mass messaging group.
If you're looking to increase the sales of a product before it makes its debut, this is the way to do it. In-product marketing appeals to potential customers when they're still deciding if they want to buy something. It's the ideal time to begin providing information about the product and how it works, giving ample reasons why the consumer needs your product or service.
Remember, it's about filling a need. If your product isn't serving a necessity, it's challenging to persuade people to buy the product. Use product messaging to show customers how your product translates to real life.
Showing how the product works makes it easier for them to envision using it and gets them one step closer to buying your product. If you're not sure about your in-app messaging, you can always check your data of existing customer behavior.
Create Promotional Deals
Customers love participating in a sale or getting an email about a promotional deal that only is provided to customers who've joined your member club. Promotional deals are rewarding people for going the extra mile and investing in your company by becoming a company VIP.
For every person the customer persuades to sign up as another VIP member, they get a discount on company products or receive points towards their next purchase. To get the discount, they are more likely to refer others to your company.
For every person the customer persuades to sign up as a VIP member and make a purchase, they get a certain discount on company products or receive points towards their next purchase. To get the discount, they are more likely to refer others to your company.
People who are a part of your VIP program are repetitive buyers. Meaning they've taken time to create a relationship with your company and will continue to shop and buy from you as long as:
- Your products meet their needs
- The customer experience is satisfactory
Once they stop receiving a satisfactory experience or no longer feel that the product is adequate, you lose them as customers. That's why it's essential to stay updated on trends in your market.
Staying up to date makes it easier to anticipate the way the market will change, sparking innovation. This innovation will be helpful in the future to continue creating products that meet the needs of those in the market.
If your customers aren't happy, it can lead to significant problems for the future of your business's success.
Create Quality Content for Customers
If you thought there was only one type of content you could use for your business, you're mistaken. The kind of content you use is truly up to you, and the best part is you can change your content to meet the needs of your audience.
Choosing the right content will increase customer engagement dramatically. One of the most common types of content used by businesses is the blog, and while it's been around for quite some time, there are tons of ways to personalize it.
Creating blog content is beneficial to sharing it across several mediums, including your company website and social media platforms. Another type of content you could use is the listicle.
A listicle is perfect if you're teaching people how to use your products. You can provide them with step-by-step instructions.
Need to share information that might be considered boring with your followers?
The best way to do this is in the form of an infographic. Infographics take data you might find in studies or case articles and combine them with graphics and videos to keep the reader's attention.
If you run a healthcare business at some point, you'll do research that needs to be presented in the right way, which is in the form of a case study.
Your case study can provide information about the research you've conducted and your findings. You can also put examples that further prove your point in the case study, which increases your credibility among your consumers.
Meet with Customers for Feedback
Customers want to know that you're listening to everything they have to say, including opinions they have about current and future products. There are several ways you can go meet with customers to get their feedback on ways your company could increase their engagement.
What better way to improve your customer engagement strategy than to ask the people buying your products? There are several ways to get feedback from the customers, like creating groups or sending out surveys where customers can provide their opinions.
Before setting aside this time to interact with customers, you need to create a list of questions you want to gain the answers to. Making a list of questions will help you structure the meeting time and ensure you get the answers you need moving forward.
Keep in mind that the conversation works both ways, and your customers will have questions they wish to have the answers to during this time. Suppose the customer engagement summit isn't the place for their questions. In that case, you can always have them send them to a designated messaging space.
If this is the route you take, you must ensure someone can answer the questions promptly. The last thing you need is for customers to ask questions and be left without the answers they need.
Increase Your Engagement Budget
Before you moved forward with your marketing efforts, your company decided on a budget to use for each marketing area. Sometimes you'll want to spend money on helpful tools, but you realize you don't have the budget to fit in everything you need or want.
If possible, you could always increase the amount of your overall budget designated to customer engagement. Take the time to consider the services you want to use in this marketing area and ensure they are the right tools to increase your ROI (return on investment).
Reworking the budget also means working with a company that will help you select the tools and strategies that work the best for your business with the price in mind. You'll get everything you need out of the tools you need without going overboard. That's one of the core reasons why Helpmonks believes in value-based pricing instead of the outdated per-user price model.
After you launch a campaign, you can revisit the budget to determine if it should be increased.
The last client engagement strategy we have to offer you is to respond to your customers. None of the other strategies you use will mean anything if you don't respond promptly.
From our own experience, we find it surprising that many companies don't respond within 24 hours. Just the other day, we evaluated a product from a promising startup. However, not having received a response to our pre-sales question after 48 hours ruled the company and its services out.
Remember, once you've got your customers, you need to do what it takes to keep them. If you don't take the time to respond to your potential customers, it could ruin the relationship you've taken the time to create between yourself and customers.
When you respond to customers, they know you aren't just pushing out information. You're actually checking each platform you use and staying involved with those who follow your accounts.
Customer Engagement Strategies 101: Class is in Session
You can use several customer engagement strategies to increase customer loyalty, including in-product messaging and email campaigns.
Are you looking for a company to help you with your email campaign and show you the right way to do things? If so, the only thing left for you to do is schedule a demo with Helpmonks.
Let us lend you the helping hand you need to increase customer engagement and continue increasing your company revenue. We'll tell you how it works and provide you with the help you need without breaking your marketing budget.