Attention is fleeting — especially that of consumers.
Many place blame on the quick-changing digital landscape, constant communication from brands and the many brand options consumers have to choose from. With there being so many distractions keeping consumers from giving brands their full focus, there are just as many reasons for brands to learn best practices for customer engagement.
Here are five of them:
1. Share relevant information
Your ability to keep customers engaged is largely based on your ability to provide them with a valuable experience. The first step in doing so? Offering relevant information that adds to their journey as a customer.
Consumers aren’t dealing with any shortage of brands, so it isn’t difficult for them to find another business that will be able to service them if they aren’t happy with yours. Happy customers are typically engaged customers, pleased by the interactions they have with a brand enough to continue the relationship.
Customers rely on your brand to supply them with information, products and services that will aid them in having a satisfying experience. This can include updates on products they like, discounts they should be on the lookout for, or other necessary content.
2. Use personalization tactics
We want to feel valued. Understood. Appreciated.
While this is often felt in the context of interpersonal relationships, we also have a desire to feel seen by the companies and brands we support. Personalized marketing campaigns help make this possible.
Marketing personalization tactics are strategies that focus on individualized or segmented members of a brand's audience as a way of tailoring communications and experiences. Narrowing down the communications you send out to consumers by making sure your messages directly impact those who receive it will increase the chances that you’ll see the engagement rates you’re hoping for.
3. Interact with customers on relevant channels
Keeping customers engaged doesn’t have to be a constant struggle. Sometimes it’s as simple as meeting your customers where they are.
Sending messages through channels that your customers aren’t looking at is almost like yelling out into the void — it isn’t helpful and won’t be beneficial for your brand or its audience. Instead, we recommend communicating in spaces that your customers regularly frequent:
- Social media
- In-store
- Your website
- Loyalty program accounts
- Email and direct mail
- Other marketing channels
4. Focus on customer relationships
Customers aren’t just around to help move your business forward — they’re valuable contributors to your brand's success.
You want to formulate a strong relationship with your consumers that will encourage them to continue relying on you in the future. This can be achieved by catering to their needs via your products or marketing channels. It can also occur by having clear, open communication that allows you to ask your customers questions on how you can better serve them or give them the space to ask questions of you.
5. Humanize your brand
Cultivating consumer engagement is a result of cultivating trust with your customers. We’ve been told before that humans don’t trust brands, they trust humans. You can leverage this within your marketing to create the response you want from your customers.
One way to humanize your brand includes staying genuine — in everything from how you build out your brand personality to the ways you live out its mission. Your brand must interact with customers in an authentic way that doesn’t make consumers feel like they’re talking to a company driven by a need for high revenue. Customers want to know that they can trust the brands that they shop with. If your customers feel safe to visit your brand, they’re more likely to engage with you in multiple ways.
High customer engagement rates are attainable, and these five practices can help you reach your goals. We can’t wait to see how it goes.