No matter what your preferred method of digital marketing is, the one constant in your strategy will always be your customer engagement rates.
If people are not engaging with your content, they will stop being interested in your products and services. Furthermore, they won’t share your content or mention your brand name. All this can have a negative impact on your sales.
Keep consumers engaged, on the other hand, and you will ensure they take a greater interest in your business, you will build stronger relationships, and trust in your brand will increase.
So how should you increase your engagement rates? Here are a few of the best strategies that you can implement across your digital marketing campaigns.
To engage your prospects, the first thing you need to do is ensure you are providing them with exactly what they want. That means going beyond the products or services you sell, and providing them with the answers they are looking for, the information they are seeking, and the solutions they need.
To do that, you need to find out what they want in the first place.
Start by creating a buyer persona so you know exactly who you are targeting, then spend time finding out what they care about. Read social media posts, investigate forums, head to Q&A sites like Quora, read third-party reviews, and find out what makes them tick.
You can also ask your existing customers what they want to know about and what problems they are facing. Use SurveyMonkey to launch a short survey on your site or send a quick survey via email.
However you go about it, find out what matters to them, then create the content they are looking for. This is the foundation for increasing your engagement rates.
Multimedia content is more popular than ever, and one reason for this is that it is more engaging than text. While text will always be important, videos, images, podcasts, and infographics are more visual – and people love visual content.
Some consumers also prefer one type of content over another. They are also accessing content across a number of devices. You therefore need to be creating content that caters to a range of tastes and devices. By providing more types of content, you will reach out to more people and engage them more.
Switch up your marketing campaigns by using a platform that has high engagement rates – like SMS. Text message marketing has sky-high open rates because there are fewer messages to compete with, no spam filters, and people feel text messages are more personal.
Short messages don’t take any time to open and read, and they can be read anywhere, even with no internet access. The fact that you have less space also means you are forced to get to the point quickly, making for more direct and compelling messages.
Even better, SMS messages are great for getting reactions. By including a link in your message, you can encourage recipients to take an action by clicking a link to send them to your special offer or new content.
If your emails are not getting the open rates and click-through rates you are looking for, segment your list. There are many ways to do this, and you could start by segmenting your list based on:
Once you break up your list, you can send content that is more relevant to each segment of your list – automatically making your emails more engaging.
Always listen to what your customers are saying. This is the best way to find out what you you can be doing better.
SMS is also great for getting feedback as the channel has higher response rates than other options. With feedback, you can find out what you are doing wrong and what you are doing right.
You can also get feedback from reviews, social media, and comments on blog posts. Start by tracking your brand mentions on social media using a tool like Hootsuite.
Then find out what your customers really want, and provide them with more of it.
People love to win things. Competitions attract attention, and if you provide a good prize that is relevant to your target market, you can boost engagement easily.
Create some buzz about your competition, make the entry barriers low, but the rewards high. Encourage people to share it with friends by providing rewards in return, like more entries.
If the prize is good, this is a simple way to spread the word about your business and encourage people to engage with your brand.
Here are some examples of branded Facebook contests to give you some inspiration.
You can run all the competitions you want, but if you don’t manage to reach the people that matter, your results will always be disappointing.
One way to do this is to speak in their voice. This means being friendly, using a human voice, and showing your personality – rather than using stiff and formal business language that no one cares about.
Reflect their language in the way you speak. For example, if you’re targeting younger people, speak like they do.
On top of that, show the human side of your business. Introduce customers to your team, sign off emails from a real employee, and have a friendly and welcoming ‘Meet the Team’ page so that your customers feel they are working with real people who care about them.
Finally, always make an effort to respond when someone leaves a comment about your business. People appreciate a response too. Thank them for taking the time to make a comment, no matter what they say.
And make sure you personalize your messages. Don’t use the same message each time for every prospect, and make an effort to speak to them as individuals. By being more personal, you will encourage people to engage more with your business.
Many businesses find it hard to increase engagement. If you are struggling, adapt your marketing strategy and experiment with new platforms like SMS – then see if you give your engagement rates a boost.