A customer engagement strategy is of paramount importance for your business. There are several key elements that you have to take into account when you develop a customer engagement strategy.
1. Your website and app should define the ideal customer journey
This is the first step in your customer engagement strategy. Without it, you would compromise its strength and effectiveness. You must first understand how your prospects or customers interact with your business and their journey to engage on your digital properties.
This includes defining all customer touchpoints, from the moment someone contacts your business to when they become customers. Understanding how they navigate through your website or app as well as the conversion funnel will help you identify optimization opportunities that can drive more engagement.
2. Analyze and track customer behavior across all channels and digital properties
To analyze and track customer behavior on your digital properties, you can use tools like Matomo. This will allow you to see how customers interact with your business, such as where they drop off and where they engage the most. These insights will allow you to optimize for any loopholes and maximize the success of what is working.
You can track and analyze user behavior by using tools such as heatmaps. These visual representations of click and scroll behavior show visitors’ interactions with your site. You can then get insights into how visitors interact with your site, such as how long they scroll, how they grab and hold their attention, distracting elements, and so forth. You can also use session recording to get deeper insights. This allows you to monitor your visitors’ interactions with your website using an interactive visual player. Website surveys are another great tool to help you analyze user behavior and determine your site’s engagement level.
You should track and analyze every interaction and interaction for all marketing channels, including email, push notifications, and chatbots. This will give you a baseline and help you to identify areas that need improvement.
3. Define your goals and the KPIs
After you have completed the research you can now define your engagement goals and key metrics. You should set specific, measurable and attainable goals that are realistic, achievable and timely for each engagement channel. This will help you to see where your business stands and what is working well. Define the metrics that all engagement campaigns should be focused on. These metrics should be constantly reviewed and updated as new developments in your industry or innovations in the field may require you to modify some.
4. Segment your customer base for all communication channels
Although a single communication channel approach might work for some customers, it won’t work in all cases. You will need to segment your customer base to deliver better experiences. This will allow you to align your communication and campaigns with customers’ behavior, purchase history, and get their attention right away.
You can create customer segments according to purchase behavior (new vs. returning vs. loyalist), geo-location, device type, time of maximum interaction, etc. These are just a few of the many factors that you can use in order to organize your segments for targeted messaging.
5. Create an omnichannel, comprehensive roadmap
Once you have all the information and insights you need, and you are clear about your goals, you can begin to create an omnichannel strategy to drive customer engagement holistically.
The roadmap should include the following:
- Your primary, second,… buyer personas as well as their behavioral attributes and interests
- How to engage them at different touchpoints during their purchase journey
- How to tie interaction across multiple channels together to create a seamless, enjoyable experience
- What are the opportunities to leverage (such as product launches and topical events, etc.) to encourage engagement
Your strategy should include everything, from small adjustments to your existing campaigns to completely new approaches, and everything in between. It should also be constantly evolving so that you can take your learnings and modify as necessary.