In a saturated digital economy, where people’s inboxes are flooded with emails and their news feeds swamped by white noise, having a well-laid customer engagement strategy is essential towards retaining a competitive advantage. Increasing customer engagement brings with tons of benefits such as improved customer retention, higher reach, and increased sales. With advice taken from key industry experts, we have compiled together 3 effective ways to drive customer engagement online.
1. Leverage User-Generated Content
User-Generated Content (UGC) is any form of unpaid voluntary content made about your brand made by your customers. UGC helps drive customer engagement through three main ways – fostering trust, social incentivization, and gratification.
UGC fosters trust in your brand because people get to know of it through existing customers whom they see as more credible and authentic sources. As a matter of fact, a whopping 92% of consumers trust what other people have to say about a brand, even if it’s people they don’t know.
Second, UGC socially incentivizes engagement as people upon seeing their friend or family member participate in your UGC campaign will be tempted to do so likewise.
Finally, there is the gratification aspect. A lot of people like being recognized and the prospects of being featured on your Brand channels motivate them to engage more with it.
2. Improve Their Online Experience with Your Brand
Customers are more likely to engage with your brand if they have had a more positive experience with it in the past. 96% of customers say it is important in their choice of loyalty to a brand. And customer loyalty is highly correlated with customer engagement.
Nurturing a positive customer experience doesn’t just mean having friendly and proactive customer support but instead, it relates to all aspects of your brand. This can range from how fast your website loads for the customer to how many times you send out emails to them to even the tone and quality of the content on your channels.
Part of improving your customer’s online experience means providing them with avenues to present their feedback and genuinely acting on the information presented.
3. Make the Customer Feel Special Through Personalization
Instead of a one-size-fits-all approach to customer engagement, pursue interactions that are more personalized and truly resonates with your customers. This ultimately means segmenting your customers based on their demography, location, interests, and length of time they stayed with your brand and targeting them accordingly.
Automation tools and CRM can be used to personify each step of a customer’s journey, delivering an experience that is truly unique and relevant to them, helping drive their engagement with your brand.
Have any tips of your own that you would like to share? Feel free to do so in the comments below. Let us know what are your most effective ways to drive customer engagement online.
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