Marketing engagement tools

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Engagement marketing humanizes your brand and helps it relate to your audience. It can shoot your online sales through the roof. We may receive compensation from partners and advertisers whose products appear here. Compensation may impact where products are placed on our site, but editorial opinions, scores, and reviews are independent from, and never influenced by, any advertiser or partner.

Traditional interruption marketing is a thing of the past. Companies are no longer gravitating towards one-sided conversations with their audience. They now put a premium on audience engagement. That is why engagement marketing is one of the best marketing methods companies can use to skyrocket their sales. Not only are customer engagement marketing strategies are perfect for generating leads and sales — and for building relationships with customers.

You can use a number of digital marketing tips to grow your business. Engagement marketing a. It sees customers as interactive collaborators instead of just recipients of numerous generalized marketing messages. Customer engagement employs high-quality, targeted content in a two-way conversation between your business and your audience to create and maintain meaningful interactions.

You can publish thought-provoking tweets that get replies, tell your audience to upload a photo of their funniest moments, create mini-videos, run surveys, and so much more. The key is to encourage your audience to engage with your brand, with you. You can run your engagement marketing campaigns in many ways.

Use the five steps below as your starting point. Figure out their problems, the things that make them emotional, their dreams, the type of companies they work for, etc. Your engagement marketing campaigns can aim for many goals. Push for increased audience engagement, brand visibility, lead generation, or straight up sales. This guide focuses on growing your sales through engagement marketing so be mindful of that goal when you create your content. When you track the results from your engagement marketing campaigns, you can tell which methods work.

You can also uncover areas that can be improved in your process. Once your goals are set, and you have a better understanding of who your audience is, create content with the right message to engage your customers. Since you will publish a lot of content on your website, you need a reliable blogging platform. Using a feature-packed social media management platform can also help, especially when you have pages on a variety of social media sites, each requiring attention and focus.

Your content needs to resonate with your audience, accomplish the goals you set for your engagement marketing campaign, and influence your audience to engage or interact with your brand. Interactive content helps improve message retention, which burns the core message of your marketing campaign into the minds of your audience.

Chipotle asked their audience to comment on the three ingredients they like the most. Having implemented steps above, you should be getting loads of questions, ideas, or comments from your audience. So, why should your digital content be any different? You can run experiments, creating two, or even more, versions of a web page that can be compared for performance. This allows you to choose the content based on what brings the highest engagement with your customers.

If you want to try out new functionality or content, companies such as Optimizely help you set up tests and compare the impact of one version versus any others. Insurance company Humana, for example, was able to increase click through rates percent just by making simple changes to a banner on its site. Video chat software offers the closest equivalent to face-to-face communication online.

With video, you are able to foster real time human interaction. Video call technology opens the door to a number of different ways of engaging customers. Options such as virtual tours and product demonstrations help to create unique personalized experiences. And they work too, 57 percent of customers feel more confident in making a purchase after watching a product demo. With COVID creating a fundamental shift in shopping practices, video has become central to customer engagement strategies, especially for industries, such as furniture, that traditionally rely on the in-store experience.

Read the Story. Email still has a huge role to play in customer engagement. In fact, 62 percent of customers still want to communicate with companies via email for customer service. Email is also a good way for you to reach out to your customers and becomes a very powerful engagement tool when combined with personalization.

Tools such as Mailchimp and HubSpot can help you create the kind of engaging, dynamic email content that makes the user feel like they are really being spoken to on an individual basis. Encouraging engagement can often be about providing customers ways of helping themselves when needed. In fact, 67 percent of customers prefer self-service over speaking to a company representative. Self-service is the very first level of service your customers will go through, and as such, is a vital part of the quest for engagement.

A carefully designed knowledge base acts as an online library where information is collected, organized, and kept easily accessible. Adding feedback functionality, such as the ability to rate the article's helpfulness, is a sure-fire way to increase customer engagement. You can even integrate knowledge base articles into live chat and have chatbots auto-suggest knowledge base articles based on the questions they get asked. The head honcho of the customer engagement tools is without doubt the customer engagement platform itself since it rolls many of the tools featured above into one.

Bringing the various aspects of customer engagement all under one roof allows you to step up your game to previously unthinkable levels. A customer engagement platform doesn't just provide a single interface to control all these tools in a silo, they stitch them together so the experience remains seamless to customers no matter how they are interacting with your brand. A conversation they had with your chatbot on Facebook about knowledge base articles could inform their conversation next time they get in contact with a customer support agent on the website through live chat.

This unified customer view helps to get a true understanding of engagement on an individual basis across the entire lifetime of their customer journey. This way, you are able to create the kind of omnichannel personalized engagement modern consumers demand. Whatever business you are in one thing's for sure: engagement is your ticket to success. The good news is that customer engagement tools are more accessible, more affordable, and easier to implement than they have ever been before.

So, get yourself tooled up and get out there. Which one of these customer engagement tools does your business use? Let us know in the comments. Benedict Clark is a psychologist, writer, and former digital marketer. He writes about the interplay between customer experience and psychology for Acquire.