Introduction: Do You Know Your Business KPIs?
When we discuss the need of digital marketing agencies in today’s business world, the one thing that stands out the most is increasing Customer Engagement through digital marketing. It’s just not about creating the hype or buzz, in fact, it is more about building a loyal customer base and engaging them through digital marketing to build your brand.
Selling your products or services once to your audience and then totally forgetting about them was an old business gimmick, but in today’s economy if you are not building a loyal customer base and not keeping them engaged then in no time you’ll find yourself out of business.
So when we talk about KPIs and your approach towards business metrics then there must be a highlighted bullet point indicating the engagement of your customers. Although you may think— why should you add this to your KPIs sheet? But consider; if it’s not there, it means you are not serious about it and if you are not serious about it then you’ll never implement it in your business. However, if you are still not convinced, then read further about how consumer behavior has changed lately and how the online world is much smaller and more connected.
Understanding Consumer Behavior in the Online World
As I have just said, the online world is much smaller and more connected, which means people now have access to information at their fingertips. Any news, no matter how good or bad it is, spreads like wildfire and catches onto the whole world within a few hours. It can be a blessing or a curse depending upon whether or not you are leveraging it for your benefit. One negative review of your product on any digital platform has the ability to drop your sales up to 30%.
People nowadays care more for each other’s opinion (at least in the online world) while making purchasing decisions by leaving reviews and feedback. So before any online purchase, your potential customer will search about you and your products to know what other people are saying and if you are there, engaging with your customers, taking feedback, and resolving issues, then you are not just increasing customer engagement but you are also increasing the likelihood of turning your potential customers into loyal customers.
How Measuring Engagement Can Help You Build Better Relationships with Your Customers?
When you start taking it seriously, the first thing to do is to measure the current engagement of your customers and to your surprise, you may find your customers more willing to engage with you. They might already be out there commenting, reviewing, and suggesting your products to their friends and family— or you may also find spider webs in the comments section. But at least now you are aware of your level of engagement so you can make improvements and remember— “What you can’t measure, you can never improve”.
So the first step would be to measure and see where are you standing currently and what are you doing right or wrong. When you see the metrics of your business indicating low customer engagement then your next step would be to see what are the needs and wants of your customers.
Building a Loyal Relationship with Your Customers by Nurturing Their Needs and Wants
One of the core human drives is to chase one’s needs and once they are fulfilled, in comes the turn of wants. Guess what— here, in these two areas, your customers are more vulnerable and you can approach them easily. In order to increase the engagement of your customers and make them feel valuable, you should address their needs and wants through your digital marketing strategy.
Human beings are more emotional and less logical when they make purchasing decisions and, by addressing human emotions through your digital marketing campaigns, you can create a lasting impression on their minds.
When they feel that they are important and know that you want to help them by nurturing their wants and needs, then they’ll also open up to you and share their thoughts and opinions about your business. They will also care and think about your upliftment and, once you become able to win their trust, then they will become your evangelists.
Conclusion: So What’s the Best Way to Increase Customer Engagement? When considering the best strategy to increase customer engagement, there is no one sure-fire way to do so— it all distills down to experimenting and learning over time. Every business is different and accordingly, the customers behave differently, so, in order to engage your customers, you should keep catering to and developing your digital marketing strategy, tweaking it depending upon the results you observe, and of course, customer feedback.