As customers become better informed and more attentive to the products they buy and who they buy them from, customer engagement becomes increasingly important to maintaining a healthy, durable brand. To achieve a high level of customer engagement and push your brand to its upper limits, you need to take these four steps.
1. Personalize advertisements toward each buyer persona
Every advertisement shouldn’t be for every human in the world. It shouldn’t even necessarily be for every likely buyer of your product. Instead, develop a thorough picture of the types of individuals who buy from you, figure out their other interests, and build advertisements to speak to these segments.
Customers will care a lot more about a company that markets to their specific niche as a customer. They’ll know that you understand who they are and what they’re looking for in a product - and that will increase their confidence in what you’re selling, how you’re selling it, and what sort of support they’ll get down the line. It’s a crucial aspect of engagement. Without accurate personas and targeted approaches, everything else you do will suffer.
2. Seek feedback from your customers
You should be aggressively seeking customer feedback for a number of reasons, not the least of which is the way it’s a great method to engage customers. Having a company call to follow up after a sale may be an annoyance for some, but many will appreciate the gesture - and remember you cared. It’s a great way to find out what you’re doing wrong and a great way to find out what you’re doing right in order to make necessary adjustments.
3. Become a part of the conversation
Social media has never been more important, but many companies throw out tweets and other updates more similar to advertisements than engagement. Get involved in discussions! Like things your customers like, follow people relevant to your brand. If a customer mentions a problem with your product, jump in and assist. When people talk about your brand, make sure they have nice things to say. Just be careful not to try too hard, as inauthenticity is even worse than absence.
4. Get customers involved
People love to be a part of something - if you can make them feel like they’re a part of your business, rather than something separate - that’s when you make a customer for life. For example, Starbucks gets customers involved in the design of its Christmas cups and Krystal puts profiles of its customers on its packaging. By actively seeking the opinions of your customers, showcasing their talents, and otherwise bringing them into the process, you strengthen the relationship between you and them. It’s also a great way to generate buzz and get people talking about your brand - a great thing, so long as what they’re saying is positive.
If you’d like to learn more about customer engagement, or you’re looking to invest in help from a digital marketing agency, you can contact us today by visiting and sending us a message. We’ll be glad to help your brand live up to its fullest online potential.