How to successfully engage customers in digital marketing?

Acquiring new customers is one of the biggest challenges in running an online business, but no less demanding is the process of engaging customers, building customer loyalty and lasting relationships. In an era of tremendous competition, especially in terms of price, this is even more difficult, as most customers are looking for the cheapest, and therefore most cost-effective, offers, and it is on price that they base their choice. What can you do about this and how to successfully engage customers in digital marketing campaigns for stores and websites?

Customer engagement – what is it?

Customer engagement can be defined as a type of emotional bond that the recipient feels with a particular brand. From this emotional involvement comes the desire to continue building a response with a particular company, buying its products or using its services. Emotions are particularly important in this aspect – according to a Gallup test, 70% of customer decisions are based on emotions, and only 30 of them are rational).

Why engaging customers is important in digital marketing?

What are the benefits of effective customer engagement in digital marketing campaigns? These are:

• Higher customer retention – the more engaged a customer is, the greater the chance that they will choose to contact your brand again when they need your service or product. In effect, customer retention goes hand in hand with customer engagement. If you manage to maintain interest right from the start and build a positive experience, the customer is very likely to come back to you again.
• Higher revenue – engaged customers generate higher lifetime value than unengaged ones. This means only one thing for your brand: customers leave more money with your company, and you generate higher revenues. What’s more, customers who are emotionally engaged with your brand are less price-sensitive, appreciating other aspects of your business, such as excellent customer service. Learn more about customer lifetime value in e-commerce
• Customer satisfaction – when a customer feels valued, their satisfaction and enjoyment of interacting with the brand also increases. And a satisfied customer is more likely to engage, such as by recommending your brand to others or expressing positive feedback online. This is a real domino effect that is worth using to your advantage.
• Better insight into customer needs – engaged customers are a veritable goldmine of information about your audience’s needs. As these customers become more engaged, you gain more information. You don’t necessarily have to get it from a 1:1 contact – equally valuable insight will be provided by, for example, history of pages visited and time spent on them, entry and exit pages, products purchased, average order value, etc. Most such data will provide you with analysis of Google Analytics 4

6 effective strategies to engage customers

Customer engagement and lasting relationships are not born out of nothing – they require effort and the application of a specific plan – strategy.What techniques are worth implementing to increase engagement and build trusting relationships?

1. Apply personalization

There is no modern marketing without personalization – it’s expected, especially by the youngest Generation Z customers, for whom personalized treatment is the foundation, not just an add-on to online interactions. Personalization in marketing is about customizing experiences based on individual customer preferences and needs. By analyzing customer data and tailoring interactions accordingly, companies can create personalized experiences that make customers feel valued and understood. For example, a clothing store can use a customer’s purchase history and browsing behavior to recommend personalized styling ideas for a particular occasion. By sending targeted emails or push notifications with customized recommendations, the retailer can improve the customer’s shopping experience and increase the likelihood of purchase. The Zalando platform, for example, successfully uses this strategy to remind customers of previously viewed products when they visit the app.

Personalization can go beyond product recommendations. Companies can also personalize their communication channelsby addressing customers by name and sending personalized birthday wishes or anniversary offers These small gestures can go a long way toward building a strong emotional bond with customers.

2. Engage your audience on social media

Social media is a great way to build relationships and engage on a larger scale. To get results, however, you need to show your human side and ensure that you care about your audience’s well-being and satisfaction. Don’t just make sure you post regularly on social media, but also initiate discussion, respond to comments and messages. Why is this important? Because social media is not only a channel for building engagement, but also for customer service. To further increase your audience’s engagement and emotional bond with your brand, you can, for example, create a closed group for your customers and there offer additional benefits not only in the form of discussions, but also pre-release access to news or special discounts. Such a strategy can be an effective lead magnet in your strategy and further engage your audience.

3. Create knowledge bases for customers

Many of your customers are reluctant to grab the phone to call your company to learn more about your product and service – they prefer to be self-sufficient, but this will only be possible if you provide them with the resources to learn and acquire knowledge on their own. To this end, provide them with self-sustaining knowledge bases and other support options. How to do this effectively?

• Make sure the structure of the knowledge base is logical and content is grouped into subject categories Add a search function so users can quickly find answers to their questions.
• Use clear and simple language, avoiding industry jargon that users may not understand. Include illustrations, screenshots, instructional videos, and infographics to make more complex processes easier to understand.
• Make sure the information in the knowledge base is up-to-date and answers the most common customer questions Conduct monitoring of questions and issues raised by customers to adjust content to meet their needs on an ongoing basis.
• In addition to the knowledge base, provide other support channels such as chatbots, community forums, and traditional phone or email contact. Consider implementing video conferencing or webinars as an additional form of support, especially for more complex products.

4. Prepare a loyalty program

Implementing a customer loyalty program is a great way to keep shoppers engaged with your brand, as well as increase sales. However, to achieve results, you need to consider what your target audience really needs and what incentives might work for your audience. A loyalty program is a marketing strategy that rewards repeat customers for their repeated purchases or use of a brand’s services. The goal of the program is to increase customer loyalty, which translates into more frequent purchases, greater engagement and higher Customer Lifetime Value (CLV). Loyalty programs can take many forms, such as points redeemable for rewards, discounts, exclusive offers or premium club memberships. How to implement the right program for your customers to increase engagement?

• Choose the right type of program:
  • Points program – customers earn points for every money they spend, which they can exchange for rewards or discounts. Examples:
    • Starbucks Rewards: customers earn “Stars” for purchases, which they can exchange for free drinks, food or other rewards.
    • Payback: a program that allows customers to earn points for purchases at various stores, which they can then redeem for prizes.
  • Tier program (tiers) – customers achieve different levels of loyalty depending on their spending, and each tier offers additional benefits. Examples:
    • Sephora Beauty Insider – customers are rewarded at three levels: Insider, VIB and Rouge, with benefits increasing at each level.
    • Hilton Honors – program offers different levels of membership, from basic to diamond, with various privileges such as free hotel nights and free Wi-Fi.
• Cashback-based program – customers are reimbursed a portion of the money spent in the form of cash or credit for future use. Examples:
  • Letyshops – customers receive a percentage refund on purchases made with Rakuten partners, which is paid in the form of a check or via PayPal.
  • Allegro Smart! – a subscription service that offers annual free delivery on a specific amount and other benefits.
• Personalize rewards and offers – use data about customer preferences to offer personalized rewards that appeal to them. For example, if a customer frequently buys beauty products, offer discounts or free samples from that category.
• Make the program transparent and simple – make sure the program rules are clear and easy to understand. Customers should know exactly how they can earn and redeem points and the benefits of participating in the program.
• Promote the loyalty program – use various communication channels, such as emails, social media, mobile apps or the website, to inform customers about the benefits of participating in the loyalty program.

5. Prepare a newsletter for customers

Newsletter is a regular email sent to subscribers, containing information, offers, updates and other content related to the company or its products. It is an effective tool for building and increasing customer engagement, allowing you to stay in touch with your audience, informing them of news and encouraging further interaction with your brand. You can achieve many benefits with a newsletter, such as constant, wanted and non-intrusive contact with your audience, easy promotion of new offers or products, and most importantly, building engagement and loyalty. What can you do to make your newsletter actually engage your audience?

• Personalize content – use the recipient’s name in the title and body of the newsletter, presonalize headlines, product recommendations (e.g., based on purchase history).
• Offer valuable content – ensure that the newsletter contains a variety of content that may be of interest to recipients, such as blog articles, tutorials, product usage tips, as well as exclusive offers and discounts. Avoid excessive promotional content; customers are more likely to value newsletters that provide valuable information, not just advertising.
• Care for an attractive design – create an aesthetically pleasing and readable layout that is consistent with the brand’s visual identity. Clarity and simplicity will make it easier for your audience to digest your content. Use graphics, photos and infographics to add variety to your newsletter and grab readers’ attention. However, remember to maintain balance so as not to overwhelm your audience.
• Encourage interaction – add calls to action (CTAs) such as “See more,” “Buy now” or “Learn more” to encourage recipients to go to your website, online store or enter contests. Encourage sharing the newsletter with friends or on social media, which can help attract new subscribers.

6. Invest in artificial intelligence

No, it’s not about making ChatGPT write the content of your newsletters, social media posts or newsletters. Instead, use artificial intelligence to help users find exactly what they’re looking for. You can bet on chatbots that provide recipients with answers to repetitive questions at any time of the day or night. A well-designed newsletter can effectively increase Net Promoted Score.

How to successfully engage customers in digital marketing? Summary

Customer engagement in digital marketing requires a strategic approach that combines a variety of techniques and tools Understanding your audience’s needs and preferences is key, allowing you to personalize communications and deliver content of value to the customer. Regular monitoring and optimization of activities, including the use of analytical data, allows you to adapt your strategy to a dynamically changing environment. Using loyalty programs, sending thoughtful newsletters, and providing support and educational resources are proven methods that build long-term relationships with customers and increase customer engagement. As a resultan effectively engaged customer becomes a loyal brand ambassador, which in the long run translates into market success for the company.