Do you have followers so attached to your brand that they can't wait for your next post, Instagram photo or YouTube video?
Or do most of the likes come from friends and family?
For many brands, developing an interested audience and being able to constantly engage them is a real challenge. If you want customers who are so loyal that they would never switch to another brand name, be prepared to work hard.
Having a great product and service is sadly not enough - you need to establish an emotional connection with your customers.
In this article we will look at the definition of customer engagement, show you some examples of major brand customer engagement, and give you some tips to help you improve customer engagement.
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Customer engagement: what it is
Try searching for the definition of customer engagement on Google - you will find hundreds of different interpretations.
This is ours:
“Customer engagement” refers to the level Photo Editing Servicesof interest a person (in this case, a customer) must have in order to interact with your brand. It's not just about buying your products or services, it's about establishing a real emotional connection.
The concept may seem simple to you, but it is not at all: being able to measure the amount and type of emotions of others is complicated.
That's why, when we analyze customer engagement in relation to marketing, we use more tangible metrics based on the actions taken by users. Your brand has excellent customer engagement if your users / customers perform such actions:
like and comment on your social media posts
participate in the campaigns, promotions, contests and events you organize
they join your loyalty or customer loyalty program and reap the benefits
leave positive reviews about your products and services on your site, social media channels, and third-party review sites
recommend your products or services to their colleagues
they read, download and interact with your blogs, videos, ebooks and other content
Another good sign: they come back to buy your services and products.
But keep in mind that having a customer come back to buy doesn't mean they have an emotional connection with your brand.
Without it, the likelihood of you abandoning your brand and moving on to the competition is much higher.
Let's take a look at some examples of digital customer engagement from brands that manage to have exemplary customer interaction.
Customer engagement: examples
Cadbury: personalized content
If your content is boring, it will be impossible to engage customers. Instead of constantly talking about your company or product (foolproof strategy, yes ... to bore and alienate the audience!), Try to personalize your content.
Let's take Cadbury, a British company that produces confectionery, as an example. Following the huge success of Facebook's personalized video, Cadbury decided to create branded interactive content. Instead of talking about the company's achievements during the previous year, she turned to the personal taste of her customers and the type of chocolate they consume.