Engagement. Everyone talks about it and all businesses want it, but engagement is often hard to come by in today’s crowded marketplace. Whether you’re hoping for more engagement on Facebook or looking to drive more repeat customers to your website or shop location, brand engagement is an important piece in the marketing puzzle.
Wondering why your customers aren’t engaged? Here are 5 reasons to consider:
You’re Not Engaging Enough
We don’t mean that your brand is boring (although, it never hurts to spice things up a bit with new features and services!), but a simple reason that your customers may not be engaging with you is that you’re not engaging either. If a customer contacts you, do you respond in a timely manner? Are you actively posting information on social networks? The first step to customer engagement is brand engagement, so be sure to not let much time pass without providing opportunities for your customers to connect with your business.
Not Enough Brand Awareness
If you want people to engage with your brand, your customers have to know that you exist first. If you run a business that primarily operates online, you’ll want to invest in marketing tactics that drive customer awareness. Be sure to have a content plan in place, be active on various social channels and consider running online ads to boost your visibility. If you have a physical location, you can consider similar tactics, but also include more traditional marketing tactics to drive people to your shop. For example, a local bakery could invest in printed collateral to hand out around town that includes a discount for people who stop in for the first time.
Not Considering Your Audience
If you’re sure that your customers have opportunities to engage with your brand, one thing to consider might be that your brand isn’t providing the type of products, services and content your target audience wants to share. When crafting content, you should always consider the audience that will be seeing the information – will they be interested in sharing the content with their family and friends? If the answer is no, or you’re not sure, it is probably worth getting to know your target audience a little better so that you can provide them more opportunities to engage.
Lack of Call to Actions
Your customers aren’t mind readers, so don’t make it hard for them to understand how you’d like them to engage with your brand. Do you want them to share your Tweets? Ask them for a retweet! Are you interested in them visiting your physical location again? Create some sort of loyalty program that incentivizes them to come back and visit you again. Call to actions are an essential part of ensuring your customers have opportunities to engage, so be sure to use them frequently and consider adding them to various parts of your website.
Your Content Isn’t Visual Enough
We can’t say enough about visual content. It’s why we created PhotoTouch and the ability for brands to add photo-based marketing to their toolbox of customer engagement tactics! There are numerous studies today about how the simple task of adding a photo to marketing content can boost engagement, so if you’re looking to get customers to share your brand and content online, be sure to add some sort of visual element. Photos, infographics and other graphs are eye- and attention-grabbing, so be sure not to skip this important step if you’re looking for ways to get your customers more involved and engaged in your brand.
Engagement is important, and if your brand isn’t getting it, it can often feel like your marketing efforts are failing. Keep in mind that for most companies, engagement doesn’t just happen – it takes planning, trial and error, and a clear understanding of who your customers are and what they need.
If you’re ready to boost engagement, check out our blog post on Kickstarting Customer Engagement for ideas!