What are the strategies for building and maintaining customer loyalty?’What are the customer engagement strategies in marketing to know ?

In the age of social media, consumers are increasingly impatient, demanding and volatile. They have the ability to find information and competing companies in a few clicks. Moreover, Internet users make decisions more quickly than traditional customers.

It is therefore a real challenge to attract, engage, convert and retain this difficult audience.

What is customer engagement? ?

To gain commercial efficiency, you must now rely on customer engagement marketing strategy. Customer volatility is effectively explained by a lack of engagement. You can therefore address this by improving their level of engagement.

This approach involves customer activation, loyalty and the personalization of services and the customer journey.

Basically, customer engagement represents the different interactions that link a brand to its audience. There are a myriad of ways to shape and rebuild it, depending on the situation. However, engagement must be maintained to avoid fading away. This factor is therefore essential when developing a web content strategy .

Customer engagement can take many forms depending on the person and the context. Concretely, it can be translated by :

• Contacting customer service;
• The use of after-sales service;
• Regular purchase of products or services;
• Subscribing to a loyalty program;
• Subscribing to newsletters or other media for news;
• Membership in the brand’s community on social networks..

In short, a engaged customer is a consumer strongly involved with your company. This personal investment allows you to build your customer base and transform your community members into brand ambassadors. In addition, social networks are excellent catalysts for your brand awareness.

Why is it important for your marketing ?

You will eventually succeed in increasing your sales by leveraging the customer engagement strategy in marketing. The involvement of your customers allows you to promote loyalty, improve your targeting and optimize your results. Once satisfied, a new customer is more likely to repeat the buying experience.

Engagement thus contributes to the sustainability of your community and your business.

The customer engagement strategy Social media also allows you to know your targets better, because you interact with them regularly. In general, loyal customers often visit your company’s web platforms. Over time, they are likely to make contact or share their opinions.

These exchanges will help you understand customer needs and refine your targeting strategy.

On the other hand, engagement is a crucial factor to turn your loyal customers into brand ambassadors. Indeed, a satisfied consumer will invest in your company and will spontaneously promote it. It will then help increase your brand awareness through various communication channels such as blogs, social networks and even word of mouth.

Regardless of the means available, your best marketing allies remain the quality of your offer and customer satisfaction. You can constantly improve these two points through your interactions with consumers. The analysis of the feedback will allow you to identify the efforts to be made and the improvements to be made.

Similarly, customer engagement is an important source of inspiration and innovation for companies that listen to their customers.

What marketing strategies to put in place to create customer engagement ?

You need to work on several elements to take advantage of the benefits of the new technologies advantages of the customer engagement strategy in marketing. Overall, the formula consists in using qualitative data to develop solutions adapted to your targets. The quality of information is measured primarily by its reliability and relevance to your goals.

With quality data, you will be able to optimize your customer acquisition, conversion and loyalty systems.

Customer activation

Customer activation translates into improved engagement and accelerated decision making during the buying journey. For a company, it can consist in acquiring new customers and keeping them. The approach can also aim at second purchases or at reducing the bounce rate. It is thus a fundamental operation in inbound marketing .

With this approach, you need to understand the different aspects of the customer journey. The strategy therefore places a strong emphasis on analytics. In practice, customer activation is based on the exploitation of data provided by software such as CRM or ERP. You can then create customized interactions with your customers and prospects.

You will also be able to use marketing automation and improve your sales efficiency.

Customer loyalty

L’Optimization of customer loyalty is an integral part of customer engagement. For any business, it is easier and more profitable to keep current customers than to acquire new ones. You will be able to improve your performance by building customer loyalty and increasing their engagement.

If you succeed in engaging your targets, you will necessarily increase the number of your loyal customers.

To do so, you can create a loyalty program, distribute gifts, offer vouchers, provide preferential rates… You will succeed in increasing your retention and conversion rates, by taking care of customer loyalty. Ultimately, the idea is to enhance loyalty to your company through tangible rewards.

Optimizing the customer journey

You currently have the opportunity to optimize the customer journey using their user data. With this information, you will be able to analyze, review and enhance the overall customer experience. This technique allows you to identify the adjustments needed to limit friction and conversion barriers.

On a day-to-day basis, the buying journey can be affected by problems with the website interface, customer service, technical support… So you just need to remedy these shortcomings to better satisfy your customers. However, you will need to have an overview of all services to ensure effective optimization.

Creating the right content

The personalization of the interaction represents a decisive factor for customer engagement. You will be able to establish a close relationship with the consumer, through tailored content. Today, this targeting is made much easier by Big Data and related tools. You will be able to offer each customer :

• A gift or a personalized message;
• A formula based on their preferences;
• An e-mail summarizing their latest activities;
• A news related to the most frequented pages;
• A reminder of abandoned carts..

If your interactions are personalized, the consumer will feel valued and more close to your company. This emotional bond is particularly favorable to the quality and durability of your customer relationship.