Brand engagement refers to customer loyalty and attachment to brands. Consumer engagement, which increases business sales, is at the heart of marketing strategy.
Customers who are highly engaged are more likely to make larger purchases. Furthermore, highly engaged customers are more likely to share information about your company and products through their social networks. Their devotion generates word-of-mouth advertising, which is a surefire winner for any company looking to increase sales.
Brands make the right decision when they prioritize value creation over revenue generation. As a result, customers are completely satisfied because they are getting the best deal possible.
Brand Engagement vs. Brand Awareness
Both phrases are part of the foundational ideas of brand marketing. Brand engagement strategy suggests that any brand should pursue a number of goals in order to be successful. They consist of brand equity, advocacy, brand engagement, brand loyalty, brand identity, and brand image.
When developing your marketing strategy, brand recognition comes first. It calls for marketing initiatives designed to increase brand recognition. The ability of prospective customers to distinguish your brand from rivals and remember your items is essential. In other words, your brand should be the first to occur to people’s minds when they have a need for a product they haven’t used before. To do this, brands heavily invest in advertising on a variety of platforms.
Increase brand engagement as soon as you’ve raised brand recognition. In order to make a purchase, they must be intrigued by your business. So, allow them to communicate with you through a variety of methods and make them know that you value their feedback. More sales will result from a stronger relationship with your audience and more brand engagement.
How to Increase Customer Engagement?
You’ve probably noticed that major brands and businesses encourage their customers to leave product reviews on their official social media pages.
Customers can always share their opinions and experiences through testimonials. This is a critical component of a successful customer interaction strategy. If your services are good, encouraging consumer feedback will help your brand’s positive reputation spread organically and interpersonally.
Practice the Four-I Strategy
- Involvement: Make your audience an active participant in your campaign to increase engagement with your brand. To help clients feel more connected to your brand, your business should promote various benefits and rewards programs.
- Influence: People look for advice from celebrities and influencers they respect and want to imitate, especially in the social media age. Work with the people who your potential consumers most admire to sway them.
- Interaction: Two must dance the tango! In this case, the adage is entirely appropriate. Brands and customers must interact for any business to succeed. Additionally, contact will increase customer and brand trust.
- Intimacy: Engage in direct communication with, and outreach to, customers at various levels and via a variety of channels. By doing this, you’ll be able to understand what your customers are thinking and meet their wants.
Consider the Value of Mobile Apps
The online brand marketing strategies that businesses use have drastically changed as a result of the rise of smartphones.
Top businesses and brands not only have expert websites but also have mobile applications that are easy to use.
Customers may use these applications to get a bird’s-eye perspective of all the goods they can buy, give reviews, rate the goods, and ask inquiries. There are many of applications that also compare pricing for a certain goods.
Post high-quality material on social media for digital marketing
More international firms are using social media and search engine optimization to strengthen their bonds with current customers. You should first create top-notch interactive content if you want to encourage your users or consumers. Strong content will spread more often on social media and among friends, enhancing the reputation of your brand.
Why engagement matters?
There are more channels for communicating with customers than ever before. This means that businesses have several options for attracting and retaining customers. It also implies that competitors have access to the same opportunities.
Brands must actively work to connect and interact with consumers at every opportunity in order to increase consumer engagement. Be consistent with all of your consumer engagement strategies. Create great end-to-end customer experiences from the first interaction all the way through the brand journey by crafting messages that are consistent with the brand and relevant to the target audience.
Provide customers with a consistent and great experience, and you’ll gain their involvement, loyalty, and trust.
Let’s just agree to the fact that the road ahead for most of the brands, big or small, is punctuated by the novel Coronavirus. And everybody is hustling to find new ways to engage with their customers during this pandemic and get their businesses back on track. Zara owner closing down on 16% of its global outlets and investing in online platforms is one such example.
One of my favorite quotes is from Abraham Lincoln. He said, “Things may come to those who wait, but only the things left by those who hustle.” So my dear marketers, hold on to that perseverance for a little longer, and keep hustling, because perseverance with the right technique will help you reap the benefits.
Here are some simple quick tips about brand engagement that will help you gain just the right velocity for your brand during these tough times:
1. Get your online presence right, if you haven’t already
Online marketing is expected to play a bigger role in the longer run. Pay attention to mobile first approach for your websites and apps, as an average Indian is spending around 4 hours a day on their smartphones. Your customers, in all likelihood, would choose a brand that provides a better user experience.
Inditex, parent company of Zara and Massimo Dutti among other brands, is investing $1billion over the next three years to improve their online presence and an additional $1.7 billion on upgrading its stores to become more integrated with its online platform by deploying advanced technology solutions.
“According to research conducted by Qualtrics, when it comes to brand communications, Indians are more interested in the operational impact of COVID-19 compared to sales and promotional marketing.”
2. Keep your business information up to date
Update your customers about your operating hours. You may also want to update your address on Google. When updating your customers about the measures of cleanliness, sanitization and precautions you are taking, try not to overwhelm them with unnecessary information. They are probably already flooded with a lot of information. Try to provide them with helpful information only.
3. Set clear guidelines as per World Health Organization (WHO) protocol
Make sure that your customers, especially existing ones, know about the safety measures your brand has undertaken so that they don’t shy away from engaging with you. Target new customers with the help of precise targeting techniques. Organize free webinars to solve their queries. Host virtual events with your channel partners.
4. Use multichannel to communicate with them
Now is the time to go that extra mile with the communication strategies. Be creative yet relevant with your message. Use relevant influencers to reach your target audience.
“The top three messages respondents wanted to hear were how the business is responding to the crisis (75 per cent), the impact on the distribution (48 per cent), and information on products and services (48 per cent).”
5. Reward customers who regularly interact with your brand
Regardless of whether the customer made a purchase or just interacted with your brand, try rewarding them with some bonuses in the form of loyalty points or just a personalized message saying ‘thank you’ and offering them a discount coupon on their next purchase. This will indeed be a delighting experience for them.
6. Be Sensitive
The last thing you want when engaging with your customers is to sound salsey. Nobody is interested to know the reasons to buy your product. But they may be looking for solutions to their problems. Try selling solutions and not products. Provide them with ‘at-home brand user experience’. Try spreading some joy. This will help build a long term relationship with them.