Brand engagement between the brand and its potential customers is the main goal of the brand marketing effort.
Typically, a brand engagement is through a series of “touchpoints” that engage its customer — that is, a range or list of opportunities for the brand to establish relationships with the individual. Examples include retail environments, advertising, word of mouth, online, and even products.
What is Brand Engagement?
Learn about brand engagement with the detailed video below.
Building a strong emotional connection with customers offers many important benefits. Let’s look at them in more detail.
Let’s go through the importance of brand engagement to your business:
This means high customer engagement.
This is the first and most obvious purpose of building brand engagement. A well-thought-out strategy with a set of effective techniques can help you interact with customers through social networks, messengers, and email campaigns. As a result, you build a great community around your brand.
This allows companies to increase both customer retention and loyalty
If you take care of the needs and preferences of your customers, ask their opinion about your brand, and do your part to ensure a positive customer experience, you will definitely be rewarded. Customers will repay you with their loyalty. As you know, selling to an existing client is much easier than a recently acquired lead.
This will help promote sales
This advantage comes as a result of the previous point. The level of customer engagement directly affects the number of sales. Consumers do not buy branded products, but their problems are solved, so the goal is to convince the customer that affiliation with this particular brand will bring them the benefits they want. learn what is bounce rate?
This facilitates the improvement of products and services
If a brand is able to build a trusting relationship with its customers, it will not only lead to higher sales but also collect valuable feedback. Customers are happy to help their favorite brands grow and improve. Your job, as a marketer, is to use different channels and techniques to interview customers. These include surveys, polls, quizzes, feedback forms, etc. You can reward customers for shared feedback with a discount or any other offer.
Important Difference between brand engagement & brand awareness
Both terms relate to key concepts of brand marketing. This approach means that each brand must reach multiple goals to be successful. These include brand awareness, brand engagement, brand loyalty, brand advocacy, brand equity, brand recognition, and brand image.
Brand awareness comes first when designing your brand strategy. This requires marketing activities that are intended to raise awareness about your brand. Potential customers will be able to identify your brand among competitors and recall your products. In other words, if they feel they need a product they have not used before, the first thing people will remember is your company name. To achieve this goal, brands invest heavily in advertising on various channels.
Once you have brand awareness, you need to work on increasing brand engagement. Customers need to be interested in your company to make a purchase. So, allow them to communicate with you on multiple channels – let them know that their opinion is important. The higher your brand engagement, the better relationships you will have with your audience, resulting in more sales.
How to increase brand engagement?
The video below explains the importance of social media in creating brand engagement.
Here are a few important tips if followed would definitely give good results in terms of brand engagement these are:
Event marketing is a perfect way to promote a brand. Events help brands gain new leads, increase brand recognition and awareness, raise awareness, and lead engagement. This is possible with the help of online and offline events: webinars, seminars, conferences, thought-leadership programs, workshops, etc.
You can use many marketing tools to promote your future event. Send event invitation emails, create a landing page, and promote the event on social media.
Organizing events and face-to-face meetings will help you build strong relations with your existing and potential customers. Create a memorable and impressive speech if you plan to perform and represent your brand during the event. Consider participating in industry-related workshops like Ted Talks coaching to improve your public speaking skills and strengthen your brand reputation. One of the selling points of TED Talks is their brevity. The same rule applies when it comes to business presentations, your speech should be clear and concise.
Offer contests, quizzes, polls
These content formats allow companies to drastically increase their engagement rates, bring in new customers and increase sales. People enjoy free content as well as interactive content. It’s a win-win deal for both parties. What is a buyer persona?
Giveaway is especially popular among young companies as it helps to increase brand awareness and bring in potential customers. Encourage customers to join your mailing list or share your brand with friends instead of promotions. It could be a special offer, discount, free trial or anything worthwhile.
Lead, Insight, and Reward your audience with landing pages for forms, contests, quizzes, polls, prizes, coupons, digital codes, tournament brackets, and more.
Promote User-Generated Content (UGC)
User-generated content is content created by your brand audience. It is very effective in promoting your company, increasing brand awareness and engagement, reaching new potential customers, and working better than any kind of content the company creates. People trust other people. Specialize yourself in content marketing
UGC can be anything – photo and video reviews, comments, competitions, and prizes. Very often brands allow their audience to come up with new ideas and win the prize for the most creative. To make this strategy work, analyze your audience and the most promising channels. Hashtags on Instagram and Facebook can help your content go viral.
Below you can see how Starbucks collects UGC. The brand encourages customers to create a new design for their cup and share it on Instagram with a relevant hashtag. 5,000 people took part in the competition, which definitely helped boost brand engagement socially.
Personalize communication with customers across different channels
Personalization is crucial in building long-term relationships with customers. Customers will not stick to your brand if you know nothing and interact in the same way with your entire audience.
To contact each user individually, use personalization and partitioning. The first tool allows marketers to use customers’ personal information to send targeted messages. This data may include name, gender, country, date of birth, address, etc. Segmentation allows brands to divide their audience into segments and address each segment with the most targeted offers. You can create sections based on population, interests, preferences, buyer travel stage, buying behavior, and more.
With Partition, you can deliver the most relevant offers to clients at the right time. For example, if a customer adds an item to their shopping cart without purchasing it, they will be added to the corresponding mailing list and will receive a discarded cart email. Encourage them with discounts or free shipping to increase sales.
You can send automatically triggered emails according to pre-determined events. Automation 360 is the tool you need for this purpose. It allows marketers to create events and email is automatically sent after the user takes the necessary action – booking a hotel room, ordering, adding a product to a shopping cart, registering for a webinar, etc.
Ask customers for feedback
It’s hard to find a brand that doesn’t collect customer feedback. It not only helps companies better understand their customers but also helps them find ways to improve. With the customer support team, you can expose the weak points and some issues of your products.
Customers are happy to share their opinion with the brands they like. That way you show that you care and appreciate every user’s feedback. Additionally, you can reward people who help you grow and improve your brand.
Ask customers to leave comments on social or product pages. You can also send a response request email a week or two after purchase. See below how Biscuits asks customers to share their thoughts on products in a review.
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