In today’s digital world saturated with information coming from a wide variety of sources, it is quite easy for your message to get drowned out by the noise. How do you make sure you get noticed and attract prospects in the sea of brands? How do you keep your existing customers interested and engaged? For many organisations this has been an ongoing challenge, especially because people are becoming overwhelmed with the enormous amounts of information available to them right at their fingertips.
Perhaps one of the biggest challenges is the fact that today almost everyone in the organisation has became a marketer. Multiple touch points between companies and its customers are spread across the Internet, therefore turning customer engagement into everyone’s responsibility.
Over the past few years, social media has evolved from being an online tool for socialisation between friends to one of the key components of organisations’ marketing strategy. It is a very powerful tool that connects businesses directly to their customers and stakeholders, and enables two-way communication. If used correctly, this tool can be extremely useful in engaging your customers.
One of the most important things to keep in mind is that you need to engage your customers in a meaningful way. The information you offer has to be relevant and valuable to them. If you simply bombard your target audience with any kind of content that you can come up with, the two-way communication model no longer works. The information you share with your customers shouldn’t sound like a crafted sales message or marketing pitch. Instead, it should sound like it’s coming from one friend to another. It should feel personal, natural and sincere.
Implementing customer engagement efforts is not much different from implementing any other business strategy. Here are a few things your company should consider before you get started.
Social media is just one of the ways to engage your customers. No matter what kind of campaign you come up with, it is crucial to realise that it is all about the customers, not your company. Focus on giving before expecting anything in return. Be genuine and show that you care about your customers, they will know how to appreciate it.♦ End