Customer Engagement: Creating an Emotional Connection
It Pays To Connect With Your Customers
Have you ever met someone that you immediately clicked with? Of course you have! And that person was probably intelligent, interesting, funny and well-spoken and seemed to take a genuine interest in you. All of these qualities are super attractive, because they make you FEEL GOOD, and can pave the way for an engaging conversation and could potentially land you a new BFF.
When referring to customer engagement, these very same character qualities will go a long way towards building customer trust and loyalty. Customer engagement has become one of the most important ways that businesses today are retaining current customers and gaining new ones, so putting your best foot forward is definitely in your benefit.
Repeated positive interactions with your market will reinforce the emotional, psychological and/or physical investment your customer has with your brand, products and services.
Customer engagement should be casual, conversational, and inject the personality of the company. Try picturing your customers as your friends…and be a great friend back to them by being helpful, fun, and always having something nice to say!
The end result is about creating and maintaining revenue driven contact with your audience by building a strong bond.
Just like being a good listener is important in a great friendship, listening to what your customers are saying is the first step in effective customer engagement. How do you hear them? Ask!
Ask them face to face if you can. If not, using social media to engage your customers is the way to go. Here are some stats on brand engagement via social media:
- Facebook generates more than 8 billion daily views of video content.
- Videos are shared an average of 89.5 times more than other content on Facebook, making them the most shared type of Facebook content.
- 32% of people regularly engage with Facebook Pages and 5 billion comments are posted on Facebook Pages each month.
- Facebook Pages with smaller followings tend to have higher reach and engagement rates.
- 39% of users say they’ll follow a Facebook Page in order to receive a special offer.
- The average engagement per post on Instagram has grown by 416% in the past 2 years.
- Each Instagram post gets 1261 likes on an average.
- Video posts have the highest overall engagement rate - 38% higher than image posts.
- Instagram posts with a ‘face’ get 38% more likes.
Over a third of Instagrammers have used their mobile to purchase a product online - making them 70% more likely to buy via mobile than non-Instagrammers.
- Tweets with images receive 18% more click throughs, 89% more likes, and 150% more retweets than plain text tweets.
- 53% of users say they bought a product they first saw on Twitter.
- 81% of users say that Twitter impacts their purchasing decisions more than TV.
- 70% of small business followers retweet brand content.
- 72% of brand followers are likely to buy in the future.
- The average Twitter user follows five businesses.
- 80% of Twitter users have mentioned a brand in a tweet.
With all this social flurry, listening to your customers becomes a matter of simply having an interactive social media strategy, and encouraging feedback from your fans and followers.
Once you’ve been listening to what your customers have to say, it’s time to understand what they need for an engaging experience. Your customers want to feel like you get them. If they feel like you get them, you then have effective customer engagement.
Effective customer engagement comes through by giving your audience what they are looking for.
Understanding what your customers need, either physically, psychologically, or emotionally makes you a great listener and will allow you to deliver a supreme customer engagement experience.
Drive Sales with Customer Engagement.
There are several tactics your company can take to Up Your Customer Engagement.
As we saw from the statistics above, social networking is growing at a ridiculously fast pace. Social Media is also a huge influencer on how customers choose to shop, who they choose to do business with and what they choose to purchase. Here’s a few more numbers to motivate you to increase your customer engagement through social media.
- 36% of social media users post content that is brand-related
- 50% of mobile shoppers share their shopping experience on social networks
- 2 out of 3 social media users say Twitter has a definite influence on their purchases
- 50% of people follow their favourite brands via social media
Through the listening and understanding of what it is your customers are seeking, your company can deliver a persuasive, results driven and engaging customer experience directly through social networking.
Believe it or not, It’s reported that only 17% of small businesses who have a website have a site that's mobile friendly. In today’s world of smartphones being the gateway to the world, it’s only in a business’ benefit to get responsive.
- 40% of people will hit the back button and switch to a different search result if the first one is not responsive.
- 62% of companies increased their sales by designing responsive mobile websites.
- 48% of users say that if a business’ website is not responsive, they’ll take it as an sign that the business simply doesn’t care.
- 72% of people want mobile-friendly websites.
- 77% of adults own a mobile phone.
- Almost 60% of all internet access comes through a smartphone.
- 50% of total e-commerce revenue comes from mobile platforms.
These numbers tell us that consumers won’t be putting their phones down anytime soon, so being able to engage with your customers now means being mobile responsive.
Making your company accessible to the increasing number of mobile users will naturally increase your chances of winning a sale and retaining a customer over a competitor who neglects to take care of this market.
A More Personalized Approach
By taking a more personalized approach at customer engagement, the impact it may have on your clients or customers can be increased substantially.
People like to learn about other people! Share stories about your company, your employees, fun or interesting things that happen around the office. Snap some pics, take a short video and show the world that, yes, actual humans are running and working at your place of business.
Show off your clients or customers. Blogging or sending a social thank you about or to a particular client in a positive manner can not only gain you that client’s appreciation, it also shows that you, as a business, value your clients and in turn others will naturally be drawn to a company that cares about its clients and customers.
Another tactic is to make yourself more accessible. Making a personalized phone call to a new client or customer just to get to know them a little better can go a long way in giving them the confidence needed to remain a returning customer.
So just like in a friendship or romantic relationship, listening and understanding go a long way to entice that special someone to engage in a lasting and meaningful relationship. Go the extra mile, the results will be worth it!