Customer engagement

Customer engagement resources, guides, and strategies to help your company improve its relationships with customers – and ultimately grow revenue.
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What is customer engagement and where do I start?

Customer engagement is when companies actively interact with and encourage experiences between customers and the company's products or services. Engaged consumers feel stronger connections to a brand, resulting in higher loyalty, increased sales, and positive word of mouth. After all, existing customers are your greatest referral source: 86% of consumers say they will recommend a company to friends and family, and 66% are likely to write a positive online review (KPMG). Create relevant content, facilitate conversations, and provide value at every touchpoint, so you can build meaningful relationships with customers that drive growth for both the business and the individual. An engaged user base is a powerful asset that delivers revenue while requiring less overhead than continually acquiring new customers.

Latest

Personalization in marketing: The guide

Personalization in marketing: The guide

When it comes to personalization, customers want more than just an email with their name in it. They want customer experiences (and offers, ahem) that are truly tailored to them.
15+ statistics that prove the power of engaging your customers

15+ statistics that prove the power of engaging your customers

Gallup says that the majority of a customer's buying decisions are made from the heart rather than from the head. For customers, feelings are facts.
Power of surprise on consumers

Power of surprise on consumers

There's very little research on how psychologically influential surprise moments actually are in our lives. From proposals gone wrong to bursting into tears at birthday parties, we're a blank slate when we don't see what's coming. Here's why, and how you can use this power in your customer engagement strategies.
Year in review email

Year in review email

Year-in-review emails are the perfect measure of loyalty – one you share directly with the customer. Get the how-to on wrap-up messages to your customers, thanking the ones who are engaged and nudging the ones who aren't.
Automatic Payments: Guide for business managers

Automatic Payments: Guide for business managers

We look at how to get more Autopay signups through incentives, the revenue impact, and how to get there with an intentional campaign.
How multifamily property managers can accommodate the WFH tenant

How multifamily property managers can accommodate the WFH tenant

A few basic accommodations could make your multifamily housing unit a magnet for the hybrid WFH employee, which now makes up 30% of the workforce.
Holiday email templates

Holiday email templates

Holiday email templates that can get you from Black Friday through the New Year.
Customer gratitude all year long

Customer gratitude all year long

10 ways to show your customers you care all year long, not just during the holidays.
Always send your customers happy birthday emails

Always send your customers happy birthday emails

Thinking of incorporating birthday messaging into your communications plan? Learn the best practices here plus get a free email template.

Getting started

Building connections and nurturing relationships with customers leads to increased loyalty, word-of-mouth promotion, and ultimately higher sales. Doing this well doesn’t happen by accident – it requires strategy and execution. I

  1. Understand your customers deeply. You can’t connect with customers effectively if you don’t truly understand them. Start by looking at your current top customers and segment them to understand the insights about their demographics, behaviors, concerns and motivations. Go beyond basic attributes and really dig into what drives them. Instead of fake personas, create buyer profiles off your real, top customers. If you have great clients and customers, keep heading in that direction by interviewing them about what pushed them to purchase. Recognize that your early customers might not have the same persona as later customers.
  2. Identify where conversations are happening. Be present in the digital and physical spaces your customers already spend time. Social media analytics tools can uncover where online conversations in your industry are happening. Online groups, forums and communities relevant to customers are valuable for starting organic engagement. Even offline traditional locations like community centers or conferences might provide opportunities for relationship-building. Meet them where they already are.
  3. Map out a journey-based engagement approach. The typical customer journey is moving through stages of a funnel through touchpoints that bring a customer from awareness all the way to purchase and through to retention. To turn engagement into revenue, your strategy must address how to best reach, nurture and convert high-value leads at each step of that journey. Use tools like Miro or Whimsical to make an actual map, assigning action steps to each touchpoint.

Master these fundamentals before rushing into tactics and technologies for outreach and communication.

It's a myth that likes, followers, and shares are vanity metrics. At the end of the day, you can only market to those you can reach. Growing your social media audience, email lists, and website traffic will lead to revenue, so focus on those tactics first. Keep iterating your personas, identifying new spaces for organic connections, and mapping messaging to all journey stages. This creates the solid foundation for customer engagement that drives sales.