With Industrial Revolution 4.0, engagement has become an essential value to businesses. It describes the development of the relationship between brands and consumers in the digital age, building opportunities for interaction between the public and the company, in addition to leasing loyalty.
But even just knowing that engagement impacts a brand’s success, it’s still a big challenge to know how to engage customers digitally.
With this in mind, we have gathered in this article the main information on the subject. Continue reading and check it out!
How does customer engagement impact brand success?
We live in a world of strong competitiveness, in which brands have little time to win over customers. Purchase decisions reference information from various sources, but are processed in agile and dynamic ways.
A report by Forbes Insights pointed out that customer engagement can be converted to digital touchpoints. This allows brands to deliver unique, relevant, hyper-personalized, and scalable experiences, so that customer demand is met at the right time and on the right channel. This is what opens the path for loyalty and brand strengthening in the market.
How to engage customers digitally?
Now that you know how important engagement is to brand success, find out how to engage customers digitally through our tips. Check!
1. Develop a strategic planning
First of all, it’s essential that you know the target of your campaign, product or service. Through consumer surveys and data mining, try to understand the profile of customers who have the greatest potential to contact the company.
Knowing how your audience uses digital platforms provides more guidance for you to effectively reach and gain engagement. If your customers browse massively on mobile, for example, it is important to invest in lightweight platforms and images that can be processed by various data packets.
In your strategic planning, it is also important to know where the client is, both physically and digitally. This information helps to understand how long it can take the customer to get to the physical store, what are the limitations and the socioeconomic reality of the public, among others.
From the information gathered, you should outline the objectives and goals of your strategic plan, as well as indicators for measurement.
2. Invest in new technologies
By analyzing data about the public and their consumption habits, you can understand on which platforms to structure the brand’s communication actions, keep in mind that new technologies bring possibilities for innovative interactions, making conversations between brands and customers become an increasingly effective two-way process.
On the other hand, the technologies are new but people are the same: they want to be heard and know stories. Given this, use the new platforms to showcase your brand’s behind-the-scenes and build inspiring storytelling.
Social media humanizes the brand and proposes more formal interactions. To utilize this, you need to understand the language used by your audience on each of the platforms. The Instagram used by a more corporate audience is not the same as an LGBTQ+ audience and in search of behaviour trends use.
3. Create communities and relevant content
Brands looking for how to engage customers digitally need to offer relevant content, which requires great mastery of what your business offers customers. So think outside the box! Red Bull, for example, is a brand of energy drinks, but understood the importance of being present in the routine of customers when they need energy, which leads them to invest in experiences that relate to music and sports, feeding an entire community.
For your brand to do the same, focus on the problems that the product proposes to solve. From this, you will create a trigger cycle of routine and reward that will engage your customers. Periodic events and gamified platforms are great resources to engage your customers digitally with your brand.
4. Reward the most engaged customers
By taking advantage of the hook on gamification, it is useful to reward users who get more involved. You can make a program where they will be entitled to first-hand news, free trials or small treats, such as discount codes and access to events which is a great way of captivating your audience digitally.
Finally, the company that wants to know how to engage customers digitally must monitor performance indicators, so that they will know which strategies are proving to be accurate and, with this, can act consistently before the public. If you liked this article, subscribe to our newsletter to receive our news by email and never miss out!