Best Customer Engagement Practices in 2022
Consumption patterns have been changing dramatically during the past two years. As many people shop online, businesses have to restructure their marketing and customer engagement processes. While some have adapted and increased their sales, others still need to find the right way to success.In this article, you can read about the best practices on how to improve customer engagement. Read on!
That's the basics, but still, some marketing teams are missing this step. You can't sell products or services if you don't understand who your customer is and which audience you need to target with your advertising.
The next thing that needs to be done is to form your USP. Without understanding your product's benefits and competitive differences, it is hard to sell products or services.
One of the main factors in customer engagement is immediate support. Users should be able to contact you any day, at any time. How? You can leverage live chat, chatbots, social media messengers, or email.
According to research by Drift, the number of customers expecting an immediate response has doubled since last year. At the same time, the level of frustration with accessing essential business information increased by 20%.
Ensure that every user has access to complete product information and can get an online consultation whenever they need it. Add live chat or any other form of communication with users to your website or app. Don't forget about personalization. Try to address customers by name, but guarantee the protection of their personal data.
This is a very important practice for creating a positive image of the company, increasing confidence in the organization and the brand. In addition, interacting with target groups allows you to gather feedback and consumer opinions about the product. This can be greatly helpful in improving the product and increasing sales.
On your blog and social media pages, you can create promotional infotainment to encourage active discussion among users. If you suggest a relevant topic, comments and reactions won't be long in coming.
Moreover, customers can leave both positive and negative reviews about your product on social media. This will definitely contribute to identifying gaps in your business processes. Rest assured, users will appreciate the company's openness, and some may even become loyal to the brand.
According to OuterBox, an increasing number of users make purchases via smartphones and other gadgets every year. Therefore, it's necessary to use mobile-friendly advertising, such as:
- Contextual ads in mobile apps
- Text and voice mailings on phones
- Banners and toolbars
- Ads and banners on themed sites
Make sure your website, mobile app, and ads are adapted for both Android and iOS users. Otherwise, you could lose up to 50% of your potential customers.
In 2022, using organic search engine optimization (SEO) is recommended. According to statistics, a user generally does not visit more than three pages when searching for a desired product or service. Furthermore, competition in search engines is continually increasing. Therefore, you should strive to be at the top of the organic search results to improve customer engagement.
Your website's position in search results depends on many factors. Here are some of them:
- Unique content based on keywords and phrases
- Domain age
- Page load speed
- The presence of guest links and others
To increase conversions, use a variety of incentives. For example, offer a discount, a free service, or a consultation in exchange for registering or filling out a questionnaire.
Your ads must be valuable and interesting to users. Consider having a sale for a limited period and promoting it. This will attract your target audience. Providing good service will satisfy customers and offer them a great chance to make repeat purchases from you.
Additionally, study your competitors' websites, forums, and blogs. These are excellent sources for potential leads and inspiration. Many companies display their biggest clients' logos on their websites, so take advantage of this!
One of the best customer engagement practices is contextual advertising. These are advertisements that appear on web pages based on the content of those pages. When customers see relevant ads, they are more likely to engage with the content.
The advantages of contextual advertising are:
- Payment only per click (PPC). Money is withdrawn from the advertising budget only when the user clicks through to the advertised resource.
- The possibility to start an advertising campaign within the day. You can create ads, adjust the PPC settings, and run the ads immediately after moderation.
- Detailed analytics, which allow you to optimize ad text and parameter settings.
Reward your loyal customers with small gifts, exclusive offers, cash-back programs, gift cards, and more. This will not only improve customer engagement but also boost customer retention and, most likely, increase the number of referrals.
Even with the most effective advertising, ignorance of the product or neglecting customers can significantly impair your promotion efforts. It's necessary to constantly train your staff in sales techniques and product characteristics.