Customers drive your business, and their happiness supports your business. Making your customers happy starts within your business, meaning you have full control over the situation.
In one sentence, digital engagement is how you interact with all your customers across all channels, not just your website or app. Often, this means talking to your customers through social media or other online means, especially if they are trying to contact you.
Digital Engagement is more than just numbers – talk with and listen to your customers.
Digital engagement means more than paying for ads and getting more Facebook followers. You want to actually talk to your customers and listen to them. Be transparent about your company’s ideals and values if it’s beneficial to share that with your customers. On the other side, you don’t want to annoy your customers by reaching out every day or during every interaction if it is unnecessary. Time your interactions well so that you are useful to customers when they need it instead of being a burden. Your goal is to attract their attention on their terms so they will support your business.
Many companies have adopted practices like blogging to share their expertise with the community, or having a Twitter account to address customer complaints. But, digital engagement goes far beyond just this. You need to pay attention to what your customers are doing, and when they are doing it. Is their first interaction finding your product? How do they search for it? What do they do with it? When do they use it? How long do they wait to make a purchase? Finding the sweet spot of placing a well-timed interaction can make the difference between a loyal customer, and someone who downloads your app one time and deletes it without ever using it.
Customers expect to have an omni-channel experience with your brand for the convenience. It’s not an option to provide that anymore, it is now expected. On top of that, customers like to feel heard, so providing them an additional way to communicate with you can only strengthen your bond. Lots of companies are doing things like sending out one- or two-question surveys to gather feedback from their customers, in addition to any social ratings they give you. Engaging your customers by asking for direct feedback helps to build trust since they feel directly involved with your brand.
Digital engagement involves the entire company, not just your marketing department.
The more engaged your entire company is with the public, the more active, transparent, approachable, and trustworthy you seem. Customers have short attention spans and sometimes need a reminder that you are involved in their lives somehow.
Part of the key, as we mentioned, is reaching out to customers when they need you. This can be tricky, since sending them daily emails in a newsletter may not be the type of engagement they want. Instead, provide ample opportunities for them to find you. They may visit your blog for weekly updates, log into your app when it is relevant, email your company a question, or mention you in a social media post.
Let your customers come to you, and be there for them.
Digital engagement is a great way to reach out to your customers. Different people have different preferences when it comes to interacting with your brand or products, and some people prefer the digital aspect. Some of your customers may prefer watching a live stream of your event instead of actually attending one in person. Others may want to stay up to date by subscribing to your news feed instead of going to your website to find updates.
All users are different, and digital engagement provides the opportunity to reach the largest number of customers by providing a variety of ways for them to interact with you, on their terms. Users that interact on their own terms are more likely to be happy, since they don’t feel pressured into anything they aren’t comfortable with, like popup ads or having them fill out egregiously long surveys.
It can also provide new, fun ways for your users to interact and give you feedback. Not only can you send them promotional emails, you can also do things like post interactive polls on social media, host Q&A webinars, ask for customer testimonials in exchange for a prize, or even offer free stuff in exchange for feedback.
Prioritize and act on feedback that aligns with your business goals.
Once your customers give you feedback, it’s your job to prioritize the feedback that aligns with your business goals so that you can make positive changes. You want to make sure these changes are based in data, like a significant number of your customers asking for the same change, or monitoring your Google Analytics numbers week to week.
Along with reviewing data around your campaigns, you’ll want to track their success rates so you can tell what works best. The last thing you want is to invest in a campaign that ends up hurting your customer interactions. Monitor your campaigns closely to ensure the best outcomes. Analytics tools like Google Analytics, Kissmetrics, Qualaroo, Hotjar, and Tableau are your friend when it comes to digital campaigns, so use them to your advantage.
Digital engagement helps to diversify interactions with your customer base through opportunities that provide a great, potentially low-cost way to refresh your relationship with them. The key takeaway is to engage users on their own terms so they feel supported and welcomed by your brand instead of pressured.