This brief guide is intended to help you understand the basics of digital consumer engagement.
What is digital consumer engagement?
Digital consumer engagement is how your business interacts with prospective and existing customers through various digital channels to build your relationship with them. It includes all digital touchpoints a consumer has with your brand including, but not limited to email, messaging, social media, online ads, customer reviews, and your website.
Why is digital consumer engagement important?
Keeping consumers engaged throughout their purchase lifecycle will help build consumer confidence in your brand and develop customer loyalty. A well-managed digital consumer engagement strategy can improve individual customer relationships, build overall brand awareness, and increase referrals which can lead to higher sales and profits.
What are the fundamentals of building a successful digital consumer engagement strategy?
Developing a consumer engagement strategy takes time. However, the hard work businesses do to attract, engage, and convert consumers into customers and loyal brand fans can provide a great return on investment. Here are three fundamentals to consider:
1. Make an engagement plan
Heading down the path without a destination in mind may end up in wasted time, money, and effort. Make a plan that works to meet your business goals. Make sure your goals are measurable and based on data. Determine where consumers are searching for your product and service. Look at each potential digital channel and identify the best ways to reach your targets.
2. Every channel is not the same
Each digital channel needs its own tailored strategy since the way consumers interact with you on each channel is different. Develop content specifically for each channel. Make sure the content provided leads the consumer to exactly what they were looking to find. Videos and live recorded webinars can be very engaging and interactive for consumers. Make it easy for consumers to engage with your business by utilizing communication tools available on each platform (live chat, instant messaging, click-to-call, email, forms, etc.)
3. Manage your consumer data
A CRM (customer relationship management) tool can be quite useful to keep track of all your customer data and interaction. A CRM can bring all your data together and provide valuable insights. This data will allow you to provide a customized experience for each of your customers. You should also create a planning spreadsheet or calendar of your digital channels and topics to see which are performing well and where your opportunities may be.
Digital consumer engagement is constantly changing and shows no sign of slowing down making it challenging for businesses to keep up. Today's consumer demands so much more. They expect two-way conversations with brands. They expect personalized experiences. The bottom line....to establish customer loyalty, businesses need to keep their customers interested and engaged online.
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