How to Boost Customer Engagement in Digital Marketing
Increasing technological capabilities by brands and changes in shopping habits post-pandemic have changed consumer expectations of brands. Today, customers demand bespoke service and stellar, memorable experiences. Consequently, brands need to transform the way they connect with their customers.
Thankfully, there are now more ways than ever for your clients to boost customer engagement – from social media and emails to websites and messaging apps like WhatsApp. And with the increased rate of digital transformation over the past few years, it’s clear that the mass adoption of digital channels is here to stay.
For digital agencies, this provides more opportunities for your clients to capture attention and drive customer engagement, but how can you help maximize the engagement that your campaigns will deliver for your clients?
Here are a few approaches that your digital agency can take.
Deliver a Better Customer Experience
If a customer has a poor experience with a brand, like being put on hold for too long or having an online transaction time out, they’re less likely to return. Indeed, 84% of consumers said that customer service was one of the top factors that help them determine whether to shop with a brand.
It almost goes without saying that when customers have a good experience, they are more likely to make a purchase – but this can take time. Customers may have to experience your client’s brands a few times before they place an order.
But when customers have a great experience, they remember it. This encourages word-of-mouth recommendations to their peers, leading to further sales as a result.
Delivering great customer experiences starts with mapping out all the ways your clients interact with their customers. This includes their physical store, website, social media pages, emails, and customer support centers. Do a thorough analysis of each and see where you can improve the experience.
Help your clients give customers a consistent, positive experience and you’ll be rewarded with their trust, loyalty and engagement.
Make the Experiences Personal
Personalization is essential for great, memorable customer engagement.
Indeed, personalization has become one of the most popular and effective customer engagement strategies. This makes sense, as people want services and products that are tailored to them and their needs. Communications Platforms-as-a-Service (CPaaS) can help with this, enabling you to build personalized customer interactions whenever possible.
Personalization can be as simple as just asking how you can help them, showing a location-based ad, or using their first name in an email. The goal is to create personalized experiences that let customers know that your clients care and are in tune with their needs.
The scope of this personalization can be extensive too, going beyond simply using a customer’s first name into increasingly specific details. If you use Infobip, for instance, we can provide deep personalization by leaning on our mobile and web APIs. For example, can track the behavior of your client’s customers throughout the buyer’s journey, building an image of their movements online and interactions with your client’s brand, and using this information to set up data-driven marketing activities.
As well as this new data, you can also use existing data that is readily available in your clients’ systems, including their customer relationship management (CRM) or enterprise resource planning (ERP) tools.
With this data, you could, for example, target all email recipients from a certain territory while excluding those customers aged 35 or over, and then personalize this further by only targeting customers with a certain credit rating.
Such a hyper-personalized approach creates a tailored experience that substantially increases engagement by making it real, sincere, and unique to your client’s customers.
Offer Helpful and Relevant Content
People don’t buy products, they buy solutions. Unless your clients’ products are well known, their customers may not search for their specific products. They will more likely look for answers to common questions or challenges.
Providing helpful, authentic content that answers their questions will position your clients as experts and foster healthy, long-lasting relationships with their customers.
Create videos, blogs, and social posts that share information customers will find valuable, then distribute this content across channels to reach people at the right time.
Providing relevant content will also keep your clients top of mind, but be sure to review content performance regularly to assess customer engagement and modify where necessary.
Boost Customer Engagement in Digital Marketing
When executed well, a strong customer engagement strategy fosters customer loyalty and sales growth. What’s more, a good customer engagement platform allows you to organize and automate your strategy to maximize each touchpoint throughout your campaign.
With the right tools and technology, you can create a seamless experience across channels for your clients’ customers and serve their sales teams’ needs by managing workflows and reducing repetitive tasks.
Our omnichannel customer engagement solution, Moments, is an essential tool for modern digital agencies. It offers a single class-leading customer engagement solution for you, your clients, and your business. Create unique relationships, tailor your messaging, and get to know your clients’ customers in more depth than ever before.