What is customer engagement?
Customer engagement is frequent attention to customer needs, offered in a relevant manner. Your messages not only draw their attention, but keep it. Your brand is top of mind, and customers come back to you again and again because of their relationship with you and the trust you’ve built.
What do highly-engaged customers look like?
Highly engaged customers are PURCHASERS because they understand you. They are crystal clear on what your brand represents and what it can do for them. Their questions are answered by you before they even think of them. Not only that, but you have helped them become an expert on your brand.
Highly engaged customers are EVANGELISTS. They recommend you to friends and family, and even strangers, encouraging others to join them in their love of your brand. They often highlight your brand on social networks, which helps build new evangelists for you.
Highly engaged customers are RESPONSIVE. Customers clearly see your call to action and know how to respond because you’ve told them exactly what to do and how. They provide feedback when you request it, and sometimes when you don’t. They feel invested in your brand as if they work for you, and in a sense, they do!
Highly engaged customers are LOYAL. They know they are special to you, because they receive exclusive offers, upgrades and features that the general public either won’t ever receive, or won’t have access to for a while. They are unlikely to switch brands because of a sale or offer from a competitor.
How do you get your customers more engaged
There is no magic solution for customer engagement, but there are a myriad of tactics to increase customer loyalty. Keep in mind the average human attention span is eight seconds, compared to that of the goldfish at nine seconds. You need to be where your customers are, and speaking to them the way they speak.
Make your marketing takeaway not “buy from us!” but rather focus on communicating your value. Your texts, emails, social media, in-person and offline messages all reinforce your brand and help the customer feel more engaged with relevant and helpful advice and information. These could include:
- Special offers
- How to’s
- Tie-ins to local or national news/events
- Community service efforts
- Personal notes from staff (make sure you include photos- people and faces drive clicks)
Track your campaigns and see which efforts are making the biggest impact. Craft future campaigns and messages based on what has worked well. Constantly monitor your social media and let customers know you are listening.
Make your business personal. New business is great, but your current customers are your bread and butter. The Pareto Principle states that 20 percent of customers drive 80 percent of business. Not to mention that it costs five times as much to attract a new customer than it does to retain an existing one.
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