Why Engaging With Your Customers Is Critical For Success
by Mashum Mollah Business Planning 17 December 2019
You might have seen why every brand on social media is trying to push value-based information on its pages rather than just products. This is because advertising and marketing in the digital era have undergone a radical transformation. More and more brands are looking to engage with customers on digital platforms. Traditional advertising based on disruption is being exchanged.
This is the same reason why ‘Inbound Marketing’, a digital strategy, which aims to offer value to consumers through blogs and DIY videos, is becoming a popular tool to lure targeted potential consumers to a brand’s website and YouTube channel.
In other words, brands have finally woken up the realization that continuous engagement with potential, existing and previous customer are all very important in terms of business and revenues.
In this article, we will look at the basics of Customer Success and Engagement. We will also look at some important channels of digital engagement that brands should explore.
Important Channels of Customer Engagement:
The era of digital and information technology has opened up various channels of two-way communications between brands and consumers. From social media to GMB pages and review sites, customers can connect with brands. This connects can help to appreciate, condemn and outright criticize brands, products, and services.
1. Social Media Platforms:
Had it not been for the emergence of social media, the era of customer engagement would not have risen. Social media is a real-time dynamic platform that has both positives and negatives. Successful management of the same can result in huge benefits while ignoring a negative comment might wipe out millions.
2. Review Platforms (GMB, Quora and Reddit):
If you do not know the importance of Google My Business, Quora and Reddit as a platform for engagement, then you are in the wrong profession. As a brand or its representative, it is important to pay close attention to the content being published on Quora and Reddit about the brand. It is equally important to respond to them in a public manner.
3. Aggregator and Listing Websites:
Almost every imaginable business, which takes digital seriously is operating on some aggregator or listing platform like Amazon, eBay, etc. It is critical that you pay attention to the comments against your brand on the brand page and the product page. Ecommerce sales account for a huge chunk of a business’ revenue.
4. Blog Section of a Brand Website:
In the opening paragraph, I mentioned how blogs are contributing to Inbound Marketing. Most of the successful brands are using blogs to connect with customers and disseminating valuable information. This helps in building credibility, adding value and establishing trust among your targeted audience.
5. Align with the Social Interests of Customers:
Nearly every brand out there is offering the same product or service. As a brand, you should aim to develop closer ties with your customers. This means aligning with issues and topics that go beyond just products and services. Businesses who have taken a stand on social issues demonstrate a positive intent and personality. This helps them attract the right audiences (Think Nike and Colin Kaepernick).
The right Customer Success software can help you monitor measure and respond to customer engagement in a positive fashion for your brand. Brands and executives should always remember that customer success and engagement has a direct impact on the brand’s revenues.
This is why most brands take customer relationship management, inbound marketing, and other success measurements very seriously. Can you name some brands, which are doing customer engagement in the best way possible? Drop your answers in the comments section below.