People relate to brands in emotional terms. They develop trust and partnership with brands. So, brands depict themselves as meaningful & valuable to customers. Therefore, the emotional link between them becomes relevant, this is called customer engagement. Companies must take this into account to build and sustain brands for long. Brands should aim for gaining respect & admiration from consumers.
A Harvard Business Review study reveals, those customers are valuable who develop bond with brands. They are over 50% more valuable than satisfied customer. Also, more than 65% of participants said emotional connection to a brand made them feel more cared.
This is crucial to build brand loyalty. This relationship should be central to a business. This creates brand awareness wherein, customers are linked to a brand.
Why is building brand awareness important for brands?
When it comes to creating brand awareness and retaining clients, engagement is paramount. You must truly listen and act on having meaningful interaction with your prospective customers. It’s all about being accountable and building a trusting relationship and brand loyalty. Engaging consumers are more inclined to tell others about their positive interactions with your company. Consumers loyal to your brand will function as brand advocates, effectively promoting your products and services for your company.
It is the most crucial foundation to build customer base. Customers retain your brand’s name in their mind. Brand awareness helps achieve business objectives and goals like increase website traffic, build brand affinity, leading to sales. It is the first step towards driving leads and sales. Brand awareness is a powerful tool that targets relevant, high-potential customers which increase conversion rates.
Strategies like native advertising, influencer marketing and guest posting can build your brand awareness gives you new audiences. Tapping into new channels will expose the brand to newer opportunities, campaigns and audiences.
Customer engagement as a tool to build brand awareness and customer retention
A brand’s strategy to engage and communicate with its customers is known as customer engagement. One can do it through several methods, such as direct contact and social media marketing.
Customer engagement can impact brand awareness in a big way. It affects brand image, market positioning, customer retention, revenue and loyalty, thereby they are more profitable than an average customer. To improve customer engagement, customer data platforms (CDPs) is highly useful as a tool to capture customer data. Targeting individual customer leads to increased loyalty. Businesses these days are learning more about the importance of retaining existing consumers and how building connections with them may lead to meaningful outcomes. By focusing on customer retention, you can boost your company’s revenue by a significant amount. Makinblog claims that improving client retention by 5% increases 25-95 % profitability! It’s also a lot less expensive than buying something.
New tactics in 2022 for customer engagement
While a company’s objectives may differ based on its sector and customer base, several customer interaction techniques work effectively in all industries. Here are the top four tried-and-tested marketing tactics for customer engagement that any business can employ.
Gamification is a fantastic approach to inspire, persuade, and increase consumer loyalty.Â You can reward clients for new referrals after they register. You can conduct a contest to bring in new customers by requiring them to sign up on your website. Gamification’s primary vision is to help the loyalty plan be more enjoyable and appealing.
1. Live chat
One of the most common ways to engage with your consumers in real-time is through live chat. You must employ live chat to respond to their questions as soon as possible. Customer service personnel can use live chat technology to make each interaction with guests or consumers cheerful.
Personalisation is gradually becoming one of the most effective methods for interacting with customers. It’s understandable: people want products or services explicitly personalised for them and their requirements. The principles of customised service can be applied in a variety of ways. It might be as essential as offering them a location-based advertisement or emailing them using their first name.
3. Interactive content
A well-thought-out content marketing approach can help boost customer engagement significantly. Customer feedback on what they appreciate and what they’d want to see more of in your content could be gathered through polls and quizzes. Consider hosting webinars showing your product or hosting a live Q&A on Instagram if your buyers desire more engaging content.
For efficient customer retention, brands must focus on building brand awareness and implying proven customer engagement strategies like using social media, taking customer feedback, nurturing free trials, live chat, personalisation, and sharing interactive content.