How small-scale companies have digitized customer engagement
A digitally connected world like ours has revamped communication between businesses and their customers. Going digital is no more a choice to catch up with the times but a necessity to provide meaningful engagement to your customers. Engaging with an audience that is more involved than ever has transformed customer experience into human experience. With content marketing at the forefront of creating a personalized dialog between brands and their audience, it has been possible for small-scale companies to digitize customer engagement. Here’s a step-by-step guide on how to digitize customer engagement.
1. Focus on personalization
Gone are the days when a generic email was enough to target potential customers. With no dearth of options, attracting and retaining customers is dependent on how valued you can make them feel. This is where personalization steps in – a tool that helps you make your customers feel valued and allows your business to leverage competitive advantage.
Intelligent personalization not only boosts revenue and loyalty but also enables you to deliver better experiences, thereby enhancing relevance and engagement. By analyzing the behavioral data, browsing interests, and purchase history of your visitors, you can perfect a tailor-made content marketing strategy that encourages them to take the desired action.
2. Go live to thrive
Interactive content is a preferred staple for an audience that doesn’t want to be bombarded with a one-sided conversation. Live videos provide a way to converse with potential customers in a more personal and relatable way, breaking the fourth wall in the process.
Users of all ages are creating and watching live videos, making it a great medium to infuse your business with a feeling of trust. With features like live feedback, Q&As and meet-and-greets, live videos are an indispensable part of content marketing – one that helps put your customers in charge of the conversation and magnifies customer engagement.
3. Improve your digitized customer service & engagement
It’s not enough to just have a digital presence unless you provide a seamless digital experience to your users. The digital impetus has radically reduced patience for lukewarm service, making it important for your customer service to be built on speed and efficiency.
Being active on social media is a great way to reach out to your customers and resolve any complaints or queries in record time. Having a team of experts available online 24×7 will help you address customer complaints swiftly and develop credibility among your users. Another strategy to work on is to optimize your content and services for various devices, allowing your customers to interact on their preferred device.
4. Employ different strategies for different channels
Each digital channel caters to a distinct purpose and goal and therefore requires a different content marketing approach. Your content needs to align with the overall contours of a particular channel to be able to drive maximum profit. A webinar is an interactive format that allows you to engage with your customers in real-time and help formulate your future plans based on these interactions.
On the other hand, social media marketing is an opportunity to be a part of your audience’s daily conversations without interrupting them by sounding too sales-y. If you’re looking for a way to drive traffic and build brand awareness, paid search is what you should be looking at. Where it all comes together is how you track insights for each channel – the way your customers respond to a particular topic or format can drive your future strategy.
Having a digital presence for your services became a necessity to cope with the effects of the pandemic and a way to navigate the physical lockdowns that were imposed globally. As we gear up towards the new normal, digitizing customer engagement will help bridge the gap between safety and service.
Sources
Related Links
Great Content Marketing Examples for Audience Engagement – Vol. I