It’s one thing to create a cohesive brand with marketing materials and communications that fit your brand’s look and feel. It’s another beast altogether to have these communications not only reach but engage, potential consumers. Marketing communications are never successful with a “one size fits all” approach.
Read on to discover five essential strategies for tailoring communications to your individual consumers, and prepare to watch your engagement grow!
Why Customer Engagement is a MUST
Customer engagement has many benefits to both brands and consumers. For brands, it helps increase conversion and close rates, and for customers, it provides meaningful information that educates and aids in the decision-making process.
Keeping customers engaged throughout the purchasing process is critical for both developing brand loyalty, as well as collecting valuable information that further tailors leads’ experiences. This can result in increased customer lifetime value and reduced acquisition costs.
How Customer Engagement can make your Brand Stronger
Effective customer engagement can strengthen your brand in three key ways:
- Increased brand awareness
- Increased brand recognition
- Improved brand image
Increased brand awareness
Brand awareness is the first step to generating leads in any business. Without brand awareness, your consumers are unaware of the solutions you provide — it’s like you don’t exist. Engaging your ideal customers from the beginning with targeted messaging is the first step to ensuring consumers are fully aware of your brand and services.
Increased brand recognition
After consumers are aware of your brand, your job isn’t done! Without consistent customer engagement, consumers will quickly forget about your brand and the value you provide. Engaging consumers on a regular basis will have a lasting effect on their ability to recognize and prefer your brand in the market.
Improved brand image
Providing consistent, relevant, and engaging content to your leads ultimately creates a strong brand image in consumers’ minds. Consistency in messaging keeps your brand at the top of your consumers’ minds at all times. Relevant, creative messaging leads to higher engagement as your brand continuously provide solutions to consumers’ pain points. By becoming a steady resource to consumers, your brand’s image will only grow stronger.
Top 5 Customer Engagement Strategies to try now
Now that you understand the benefits of tailored communication and ongoing customer engagement, how can you put these practices into action?
Here are five ways you can ensure successful customer engagement:
1. Stay connected with customers through multichannel communication
The more touchpoints your brand has with its target consumers, the more likely it is you will increase brand loyalty and close more sales. Instead of bombarding customers with messaging on one channel, it is critical to maintaining a cohesive, ongoing connection through a variety of channels. By understanding where your consumers engage most frequently, you can approach them on the communication channels they use most. For example, with FlowUp, brands can utilize connection with consumers through a variety of text and voice channels, like ringless voicemail, SMS, MMS, Press-1 surveys, and more.
2. Follow a well-defined outreach strategy
Without a clearly defined outreach strategy, brand communications can seem disjointed and unorganized to consumers, distancing them from your brand. By strategizing your communications around known consumer needs and their preferred methods of communication, your brand’s messaging will be well-received and perceived as more organic, therefore fostering a better long-term relationship with your brand.
3. Give your customers time to breathe
No one likes being bombarded with brand communications pushing them to buy, buy, buy. While consistency in communication is key to closing, giving your customer time to breathe between communications is just as important to avoid agitating potential consumers. Schedule out communications on a daily, weekly, or monthly cadence to stay top-of-mind with consumers without overwhelming them.
4. Set up an immediate response system
Have you ever reached out to a brand with a question, only to be ignored or responded to hours or days later?
If this has happened to you, you probably moved on from the brand and tried a competitor instead. When consumers have questions and want to talk to you, it is critical that they receive a response promptly… no matter the time of day!
Implementing autoresponders that are triggered by inbound customer inquiries can help you avoid losing out on potential business, even when you’re off the clock.
5. Streamline your communication with a segmented lead approach
Not all leads are the same, and individually tailoring your communications to the right recipients can make a world of difference when nurturing leads and closing sales. By segmenting leads, you can use known information about potential consumers to send them the most relevant messaging.
Some proven ways to segment leads include:
- Segmenting by timezone to reach out at your consumer’s preferred time
- Filtering data based on geographic and demographic parameters
- Creating advanced segments based on the information you learn about consumers over time
For an all-in-one platform that can put all of these customer engagement strategies into action, meet FlowUp! FlowUp makes omnichannel communication and follow-up automation effortless. Request a demo today!