- Post By : Michael Smith
- On : October 10, 2016
It’s no secret that in order for a business to thrive in today’s fast-paced world, customer engagement needs to play a leading role in almost everything it does.
Customer engagement takes place on all of your digital platforms, including your website, emails and social media platforms, and it’s up to you to ensure that your customers are receiving the very best service and experience every time they interact with your brand.
Why is customer engagement important?
There are a number of reasons why customer engagement needs to be a top priority in your business.
- Your customers are going to help your business grow and thrive so it’s essential to make sure that they’re happy anytime they interact with your brand.
- If your business isn’t going to provide customers with an incredible online experience, your competitors will. There are plenty of options available so you need to convince customers to do business with you.
- Not only do customers help increase your revenue but strong engagement rates mean you’re getting the very best feedback from them and can improve your business processes, products and services.
“Truly listening is hearing the needs of the customer, understanding those needs and making sure the company recognizes the opportunities they present.” – Frank Eliason, Global Director of Client Experience Team at Citi
How to increase your customer engagement rates
If you can see your customers slipping away, there are a few areas of your business that you can focus on in order to improve your engagement stats.
Attracting the right customers
If you’re experiencing a decrease in sales and in your engagement rates overall, you might want to consider whether you’re attracting the wrong type of customers in the first place. In order to gauge whether this is the problem, perform an SEO and social media analysis. Find out what keywords you’re ranking for in Google’s search results to determine whether there’s a disconnect between what your business really does and what online users think you do. Your social media stats will also tell you whether you need to change up your targeting in order to start attracting a different target audience.
Customer support options
In an age of immediacy, more and more customers are demanding a variety of support options. This means that brands need to start considering additional support options over and above a customer support email address and an FAQ page. While those options are still important, consider setting up live chat on your website and hiring a social media support agent to increase customer engagement rates and find out where you might be going wrong.
Creating the right type of content
Almost every brand that has an online presence needs to produce some form of content in order to increase engagement, and if you’re not creating the right type of content, you might just be driving fans to your competitor’s online platforms. It’s important that you keep track of your stats using Google Analytics and social media insights in order to build on the content that works.
Showing users how to use your applications
If you have recently built an app, it might be a good idea to develop some sort of explainer video that shows people how to use it. Mobile users will soon be uninstalling your app if they’re finding it difficult to navigate and use. Help your customers save time and watch your app’s stats increase dramatically.
Timing is everything
Knowing when to interact with your customers makes a huge difference to your engagement rates. This applies to posting content on social media and sending out emails and newsletters. If your recipients and fans are not in the right frame of mind when your brand pops up on their screens, chances are you’re going to see less than favorable engagement rates.
In order to successfully market to your target audience, you need to be as relevant as possible. This means knowing what content your fans want to read, and what they’re most likely to share. It also means being able to segment and personalize your emails in order to appeal to individual recipients by showing that you understand their unique interests and needs.
Knowing how and when to connect with your customers is a worthwhile endeavor that all brands need to pursue if they really want to grow in their chosen sector.