What is Customer Engagement Marketing
Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty.
First and foremost, understand what customers wants. it is important to know that every customer has certain needs that wants to be understood and that they can relate to your brand. For business to consumer brands like Nike and Adidas it is easier for them to relate as compared to business to business companies. However, they to can humanize their products and not confining themselves on being too corporate.
For example, find a personality within in your organization who is passionate about your brand and a natural communicator, you can grow them into a thought leader and give them a voice to humanize your brand and engage your audience.
Create opportunities for them to build their presence and promote your brand – they can regularly blog on your own site and guest blog on others, be used in video content, engage in speaking opportunities, present webinars and publish white papers and e-books – all ways to establish your brand’s voice with a trusted face.
The Worlds Best Poster, Carlsberg
Digital era: Surprise and Delight Your Audience
Technology has been advancing at a rapid pace and social media is no longer a trend but a part of everyday lives. To that
end, any good marketer should see this as an opportunity to engage her audience
and build a community. However, it’s just not enough to simply post status
updates and photos on social media. To keep your audience connected, it’s about
valuable content and creating a shared experience that keeps them
interacting with you.
Drinkable Poster by coke Zero
Drinkable Poster by coke Zero
Your Business Strives on Happy customers
As Jeff Bezos, CEO of Amazon, will tell you, pampering your customers is the key. It starts with your company culture and ensuring your customer support team, the frontline of your business, is empowered by and shares your focus on providing an amazing customer experience. For example, Zappos, the leading online shoe retailer renowned for their customer service, doesn’t enforce call time tracking because they believe their reps should spend that little extra time with customers rather than be focused on getting through each call.
Think about your business model and how you can best service your customers. When do your customers need you? What hours do you need to be available to them? Seamless, the online food ordering service and one of my favourite companies (not least because I love to eat at all hours!), services customers in different time zones across the US. Not only are they fantastic at providing customer service around the clock but they’re stellar at timely, relevant offers like snow day discounts and engaging you with fun food facts across their twitter and email channels.
The customer experience you provide is key because it gives marketers and business owners a way to increase satisfaction, loyalty and advocacy. A study by White House Office of Consumer Affairs found that 80% of U.S. consumers would pay more for a product or service to ensure a superior customer experience. Isn’t that telling?
It’s about looking at all of your customers and delivering them exceptional service no matter if they are worth $1 or $1M to your business. Remember, in the long run, your customers will determine your revenue.
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(Note to readers: The blog has be created by Kinshuk Midha and Arnold Pacheco)
What could be other methods to engage your customers in your marketing campaign.(*videos Appreciated.)
