Is it Time to Rethink Your Customer Engagement Strategy?
An unforgettable customer experience isn’t always a good one; customers are actually more likely to remember a poor brand experience over a positive one. Still, a good experience is what influences purchasing decisions. A data-driven customer engagement strategy will ensure your customers notice your brand in the right way－and only as much as they should－helping you convert one-off buyers into loyal enthusiasts.
Keep reading to discover how to build a foundation that will help you develop an effective customer engagement strategy.
Change Your Mindset
Effective marketing isn’t necessarily about doing more; it’s about doing things in a way that has the largest impact. Instead of thinking, “how can we get people to make a purchase?” marketers need to focus their energy on providing more value to customers to keep them engaged.
The trick is not so complicated: you’ve just got to put customers at the center of your strategy. Consider what stage your customers are at in the buying journey, and what information might be useful for them at each particular stage.
Develop a Cross-Channel Strategy
What are all the touchpoints your customers have with your brand, and how can you provide an exceptional experience at all those touchpoints? Between physical store locations, your website and online storefront, email campaigns, social media, and mobile notifications, the experience should be seamless from one to the next. Think about the customer journey in terms of these touchpoints and how they influence one another.
Capture Customer Data
The goal of any organization is to be relevant and provide a unique value to its customers. It’s nearly impossible to do so if you don’t know who your customers are and what their interests and motivations are. From tracking email, social and other marketing engagements, along with what steps a person took before making a purchase, marketers gain insight into how they can best appeal to customers moving forward.
Find the Right Tools
Now that you have a strategy in place, you need the right supporting platform to execute on it. Rather than investing in multiple technologies that serve different purposes, keep processes simple with a unified tool that can collect customer data, automate email and social campaigns, provide real-time analytics, and manage feedback with the ability to scale. Make sure the solution you choose has the following features:
- Marketing automation
- Social media
Additionally, the platform you select should offer thorough customer service, from initial implementation to ongoing updates and proactive support.
Rethinking customer engagement isn’t just about your strategy; it’s about setting yourself up for success with the tools, resources, and processes that enable you to provide customers with an experience that keeps them coming back for more.
-Scott Heimgartner, director of product marketing, Maropost
Scott runs product marketing for Maropost where brings Maropost’s latest innovations in marketing automation and technology to their growing base of customers.
Prior to joining Maropost, Scott was the director of product marketing at CareerBuilder, a leader in human capital management technology, where he led a team that launched and marketed their suite of talent acquisition and management solutions to HR professionals. Before CareerBuilder, Scott spent several years as a product leader with Paychex, a recognized leader in payroll, human resources, and benefits outsourcing, helping bring new innovation to US businesses.