How do you get people to engage with your brand?
This question has been around as long as there have been goods to sell. With the marketplace evolving and adapting to fit into today’s ever-changing, technology-driven world, customer engagement has become all the more important.
Why? Instant gratification, that’s why. With the option to skip a YouTube ad, ad blocker plugins for internet browsers, and the ability to even skip through ads on recorded programs, people can now choose to ignore your brand’s attempts when it comes to following the “traditional” methods.
4 Key challenges to achieving customer engagement
Richard Sedley, director of Customer Engagement at UK digital agency cScape, has identified the 4 key challenges companies face when it comes to client engagement and has provided a few solutions on how to solve this puzzle.
The Challenge: Increased Distractions
Consumers are distracted online. (You know it’s true… How many cat videos have you watched today hmmm? Exactly). The amount of offers and (and cat videos) online results in an increased bounce rate, as well as a decline in brand loyalty.
The Solution: Simplicity and Persuasion. Use persuasive language in website copy to keep customers interested and to spark desire. And don’t forget to KISS (Keep it simple, stupid) so that you don’t bore your readers into bouncing.
The Challenge: Increased Expectations
With so many offerings online, consumers have high expectations when it comes to what they want. With window shopping being reduced to jumping from tab to tab on their internet browser, customers are more clued up on what each brand offers. Which means that by the time that the client is ready to buy a product or make use of a service, they’ll be wishing they could have brand A’s product, combined with brand B’s, but with the aftersales service of brand C. Talk about being hard to please!
The Solution: Insight and Personalisation. Finding the balance between your company image, your offering, and your target market has never been so important. You should:
- Create relevant content
- Establish the correct communications channel
- Establish the correct time for messaging
- Aim to personalise the message as far as possible
The Challenge: New Authority Models
New information sources are popping up all over the place – some more trustworthy than other. The traditional sources of information are no longer the only authority people pay attention to (just ask jour doctor how many patients show up with either a printout from WebMD or an article snippet from their favourite weekly magazine).
The Solution: Openness and Authenticity. Create content that offers free advice and info. Remember, you want to be viewed as an expert in your field.
The Challenge: New Opportunities
Consumers are creating new communities online, and everyone wants in (it’s like sitting at the cool table in high school).
The Solution: Partnerships and Involvement. If social media is the reincarnation of the cafeteria, then you need to be the coolest kid on the block. Go to where your consumers are and provide content that encourages other to engage with your brand. Participate in conversations and keep communication channels open.