Monitor, measure, and improve every aspect of your customer journey to drive profitable business growth.
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Marketing’s omnichannel approach to sales is now redefining how customers engage with your brand. To exceed the rising expectations of your audience, your brand must capture personalized and meaningful conversations quickly. Instead of focusing on one mass message, marketers now craft personalized messages campaigns to deploy over targeted channels.
What is customer engagement?
Customer engagement is a modern marketing strategy that focuses on honing strong relationships with your customers, defined by indicative metrics concerning customer interaction—opens, clicks, conversions, and more.
By tracking these metrics, you’ll be able to predict buying behavior more accurately and develop a strong understanding of which campaigns are gaining traction from your audience advocates. Data gathered from these activities can be used as benchmarks for your touchpoints as you go and optimize your customer engagement strategy.
The Importance of Touchpoints in your Customer Journey
Customer engagement is all about understanding how and when customers are likely going to engage with your brand. The most important factor marketers use in identifying their audience’s buying behavior are the marketing touchpoints. Marketing touchpoints are used to map out the interaction each time a customer engages with your brand across the buyer’s journey. Identifying the activity that gathers the most “touches” helps amplify and build a strong cross-channel marketing strategy. Your brand will be able to collect high-level insights from start to finish on the entire customer experience.
By tracking each touchpoint, you’ll be able to strategically segment customers and group them according to their unique preferences and journeys—giving them a more personalized path.
Tracking marketing touchpoints also provides you a consolidated insight into the health of your customer relationships, which can help predict retention, loyalty, and lifetime value rates.
Smart Customer Engagement Ideas
Tracking your customer engagement metric is one thing, optimizing them for better engagement is another story. Here are a few strategies companies are doing to enhance their customer experiences:
Personalization as a part of the process
Personalization is more than putting their first name or company name in an email. Personalization is making use of all the user’s digital body language—time they open their emails, phase of the journey where they take action, and more. These gathered data are then analyzed and transformed into valuable insights that will improve and develop a customized flow that suits each customer’s specific preferences.
Triggering marketing offers with real-time data
When crafting content, remember to craft them strategically and not just for sales. It is best to build content that entertains and educates your prospects. That way you can identify what types of content they find most appealing and what content works for every channel.
Customer Strategies You Can Apply in Your Lifecycle Stage
Customer engagement strategies vary depending on where your customers are in their journey. Here are a couple of strategies you can apply for each stage of the buyer’s lifecycle:
Awareness is where you lay down and answer your prospect’s pain points. Every customer that enters this phase has just become aware of your brand and is seeking answers to solve a problem. At this stage, you must engage neutrally using educational content. This may give you an idea of what their purpose was in finding your brand which will help you build authority. A few top-of-the-funnel contents offer you may want to include are:
- Guides and ebooks
- White papers
- Industry reports
Nurture and Evaluation
With a defined challenge, the next phase is all about the buyer’s evaluation. At the nurture stage, your customer has taken action to demonstrate an ongoing interest in your brand. Your goal now is to deliver critical information that will influence your buyer to make the best possible decision.
Remember that at this stage, they may not be ready to make a purchase. However, real-time personalization can help you amplify engagement. For instance, after the prospect customer visits your website, you may send an email that showcases recommendations to their action. If the customer does not make an action, you can deploy retargeting campaigns based on the target’s behavior. Here are some examples you may provide to engage your prospected lead:
- Comparison guides
- Expert insights
Congrats! Your lead has now become a customer. When new customers do their first purchase, you have the opportunity to highlight your brand values. This can help deliver a superior customer experience. You are now encouraged to do an onboarding sequence that incorporates a personalized welcome message geared towards the customer.
After the first purchase, it’s important to develop a customer engagement strategy that can both drive repurchasing or upselling your future service or product. Using modern marketing tools can help you easily build highly targeted and personalized messaging to meet your customers at the right time on their preferred platform. Personalized communication is key in maximizing ongoing customer engagement and recurring purchases in your customer journey.
Retention and Advocacy
Your focus should shift and go beyond customer retention. You want brand advocates who are eagerly recommending your brand in their network. It’s vital to develop a loyalty program that provides perks for completing certain actions. Doing so can reduce churn and will keep them engaged at every stage.
Being successful in customer engagement is all about hitting an emotional connection with your audience right off the bat. Developing clear touchpoints are key to enabling you to track and measure what, why, how, and when your customers are interacting with your brand at every stage in the buyer’s journey. Having personalized messaging and content that appeals to your audience across multiple platforms will help your brand deliver a superior experience that results in solid loyalty and enhanced lifetime value.