6 Effective Digital Customer Engagement Strategies
Customer engagement remains an all-time focus area for brands across all segments of the market.
Effective customer engagement has a lot to do with understanding customer emotions and perceptions. It is beyond just brands providing the right product or service.
In the current market scenario, consumers are introduced to umpteen options across similar product categories. Therefore, innovative brand strategies that drive positive customer engagement is the only differentiator today.
Digital Customer engagement strategies
Customer engagement is transforming from the traditional uni-directional communication to a more non-linear and multi-touchpoint interaction.
Customer engagement in the digital world starts much before the actual exposure of the customer with the product or service. Brands must focus on the following digital customer engagement strategies to efficiently cater to modern consumers.
To begin with, it is Content Marketing at the top.
Content marketing
Creating compelling content that resonates with the target audience is the win for today’s digital businesses.
Customer-centric content that adds value to the customer and generates interest in the brand is the first step for successful customer engagement. It helps brands to strike a chord with its target audience. Thereby, driving them ahead in the purchase journey.
Social Presence
Having a social presence for the brand helps to connect with the brand’s social audience. It initiates positive customer interactions through various social media campaigns.
Brands must target the social audience with relevant content and at the same time listen to the voice of the customer. Innovative campaigns that capture customer emotions and responses is the key to engage with the social audience.
A great example of building a social presence is that of Amway’s.
Amway is a brand that leveraged social media for connecting with the young audience for driving business growth.
After finding out that it is facing intense competition from online sellers. Amway decided to go social and connect with its new target audience through social media campaigns.
Amway revised its content strategy. It added practical information to the company’s blog. It also provided visitors with exciting facts related to Amway products.
Amway reached an audience size of fifteen times larger than their print magazine used to reach using the social promotions.
Personalization
Personalized brand communication always connects well with customers. They invoke the customer’s emotions and sentiments towards the brand.
Customer’s today expect a level of personalization from their loved brands. As a result, brands need to focus their marketing effort to identify the right customer touchpoints. Brands must engage with the customers individually and delight them always.
Multi-Channel Marketing
Customers today are very well informed about the brands, products, and services they require. Brands must be aware of the swiftly changing customer mindset and their evolving tech-savvy nature.
Today’s customer preferences are more dynamic and diverse as ever before.
Hence, brands need to implement an effective multi-channel marketing strategy to initiate positive customer engagement with today’s digital customer.
Brands must ensure that they are present on social media platforms and other digital channels like emails, website chats, webinars, forums, and social discussions.
It enables brands to drive customer interaction across multiple channels. It also triggers customers to consider the brand in their top of the mind always.
Customer Feedback
Online customer surveys, brand quizzes, and social media comments provide valuable customer feedback.
Brands must ensure they drive positive customer interactions and engage with customers 24/7. They must always deliver relevant and consistent brand messages that excite customers.
Social media channels act as excellent customer service platform these days. Brands could solve customer queries instantly and build customer satisfaction.
Re-engage customers
Online users are often bombarded with multiple marketing messages at various intervals. Many times, their customer journey is detached and restarted through a different piece of marketing content.
It can even be through different channels of marketing, accessed through various devices.
Hence, re-engaging valuable customers in the digital world is essential for the brand to establish a continuing relationship with the customer.
How to re-engage with your digital customers?
Let’s look at the following example.
Like in the case of John, brands must successfully engage with their digital audience more intensively to stay ahead in the competition.
By implementing the mentioned strategies and laying out an effective digital customer engagement plan, brands will be able to initiate positive customer interaction across the purchase journey and delight their customers always.
Should you wish to know more about customer engagement strategies. Schedule a call with our in-house experts!