Engagement marketing is having the ability to control the satisfactory and unsatisfactory intention of a business growth through different factors such as customer relationships, interaction and behavior, and using the engagement rate to effectively personalized solutions to enhance success for that business or brand.
A business that prioritizes customer experience as their fore-most method of meeting customer expectations retain a productive increase in sales and maintain a high volume of happy customer Year over Years. (YOY). Following a survey conducted by McKinsey, “In the coming years, Organizations that keeps a clear focus on customer engagement will achieve large profits and rapid success in their digital growth”.
Engagement in marketing is Quite an effective strategy to implement in a business marketing plan that will help the company build loyal consumers, fidelity, and trust. The more engagement you create for consumers through-out their sales journey on your website or products determines the success rate of recurring purchases the customer will maintain for that brand.
If a business have a very poor customer experience, customers are more likely to consume their lead magnet and still bounce-Off without purchasing any of the products.
As a business with marketing teams, the progress of retaining a customer through engagement is by defining a customer journey map, know who your customers are, and where they are coming from.
Conducting a web or business analysis will help you understand user’s behavior on your site or products page, which country your users are coming from, time, date, and intention of them visiting your site.
A customer will buy from you again if they find your business flexible enough to attend to their complaints in real-time rather than phone calls or emails, in other words, customers prefer to go on a chatting system with a customer sales representative through live chat.
All this data analysis and metrics can be achieved with web platforms like Google Analytics and Acquire.io, Also, below I will list platforms that grant you access to user engagement around your page.
In the heart of marketing, the way you interact and the customer experience you provide to your customers is very important, every customer wants to feel you understand what their needs are and the only way to figure out a solution for the customer query is to listen to their complaint. In that way, you are creating customer engagement that will attain success through customer satisfaction.
The rate of engagement in marketing now is quite different from the way it was some years ago, In the scope of marketing, it is easy to check through your business analytics using Saas (software ) to know where a product is falling short of it revenue and how a business mentions are been handled everywhere online.
This was very different from marketing years ago. The engagement rate of business now is what determines the success of that company. A business that maintains Omni channels seems to have total control of what their business would become years ahead from now.
Social media channels as proven to be really effective in terms of understanding user’s interaction with your products and how to enhance or add values while anticipating adding it in the future updates/ release. Companies like Go-daddy, Redbull, and Nike use social media to anticipate a product release or conduct surveys that will trigger brand improvements.
Creating opportunities for people to be able to interact with your business is the best engagement in marketing so far. Businesses that uses hashtags to carry along their social media followers or open a discussion thread with example hashtags like. #askgodaddy will gain and retain existing customers and succeedingly increase their business revenues.
So lets talk about some types of engagement.
Creating a user-friendly website is the new super-cool way to power up a business sales goal, The qualities you put together to create a website determines if the user will stay long enough to buy from that website or flip the coin to your competitor’s marketing.
Since engagement in marketing is concentrating a full effort on customer satisfaction, the competitive line of winning a customer desire to buy from you have to do with different factors and customer experience. Imagine a customer that buys a product from your online store and experience difficulty with load time will likely not recommend that product.
According to research from Econsultancy, Upto two-third of retailers in the United Kingdom loses up to E 1.7 Billion in a year due to poor loading website, in addition, Google also stated that a site that takes up to 2 seconds to load is considered a slow website and could hurt their search engine rankings if not adjusted over time.
Happy customers are users who navigate freely on your website without having to bother about load time, and according to Outbrain a business that focuses on user Experience tends to win more customers than a website with bad user experience.
A business or eCommerce website should be able to adjust and adapt to new marketing trends as each year passes by.
Engagement in marketing also has to do with brands using third-party analytics software to run a site-wide audit to know how users are interacting with the site and user behavior towards certain products. A deep insight into the website metrics will show where the E-commerce site needs to fix or personalize solutions across the website and enhance mind-blowing features for existing or new customers.
E-commerce sites like Amazon, Walmart, eBay, and many more uses customer Acquisition to understand a customer hook and find a solution to it. It boils down to the fact that using a third-party software to heat-map your site is quite an effective ways to understand and find a solution ahead of your prospect with marketing software such as :
Facebook pixel: A conversion tracking tool created by Facebook, can monitor and track user’s activities on your site for a re-targeting purpose, top eCommerce sites like Amazon, Jumia, Spotify uses pixel marketing as a way to target specifics ads type to new or existing customers.
Imagine visiting a product page on an e-commerce site & you stayed on the product page for about 5 min, viewing the products description but ended up not buying, later that day you head up to your Facebook and started seen sponsored ads from the same e-commerce site recommending more of that type of products to you and also persuading you to re-visit and make a purchase.
That is engagement in marketing, for as long as you have previously engaged with a product page or website that has a pixel integrated with it, then the business can target specific ads to you through Facebook marketing. Not only that, but these features can also be extended and used in many other ways which include.
Target people based on the action they took on your website.
Whatever a user does on your website, right from navigating to buying and reading products description, are all calculated as conversion metrics to the target audience. Facebook pixel allows you to target users with ads based on the action they concluded or didn’t conclude on your website.
Target people who visited your FAQ section with customer surveys.
Do you know that 53% of users who visited the frequent ask question section of a website is closely intended to buy from you, but just needed clarity of how your business handles payments processing and delivery. But if as a result of some circumstances the users bounce off from that page without closing the purchase.
Using Facebook pixel targeting to target ads to the customer will trigger engagement that involves the users and others who have a similar experience to share insight on what they expect to see more in your FAQ section, and what could make them turn away after reading a website FAQ.
Target people based on the behavior they show on your website.
Pages on your website are case sensitive marketing stereotype for your business when calculating the engagement rate of a business, Pages like contact us, FAQ, and the pricing page should be the No.1 priority a business should focus on. 43% of people who visit your contact us page and end up not contacting you has a concealed story to tell you.
Google analytics: Is an analytics tracking tool that keeps track of how a user interacts and engages with a web-page or App, plus where the user is coming from. Every activity a user carries out on a website is been recorded by G-analytics, This tool is very essential for a business that wants to take advantage of every single user metric to better enhance their online presence.
A small business website that applies content marketing as a way to engage with its audience and expand customer’s knowledge on products and services should be able to calculate the metrics and engagement rate a particular page or section of a website is getting.
Google Analytics makes it easy for both small business and big business owners to be able to analyze where a website visitors are coming from and what page they are landing, the time they landed, and the success of purchase they carried out on that page or across the website.
While this may seem like a pretty amazing way of keeping conversion metrics of how successful or unsuccessful your business is doing, it still requires techniques and special attention when executing it on your website.
Although, there are many metrics to look out for when getting started with Google analytics but there are 3 primary metrics you should know: How long a user stays on your website, is considered a ( Bounce rate ) where they are navigating to on your website is considered a ( Session ) and how they are buying on your site is considered an ( Event ) there are many more to talk of but in this article, I will only list out the most important metrics to measure user engagement for a website ( I am defining this terms for both blogs/website ).
Bounce Rate is a common metric in Google analytics that report a visitor’s duration on your website/page. The higher the bounce rate it signifies that users are not engaging with your site. The lower your bounce rate indicates that users are engaging with your site.
For instance, if you have 100 visits and 21 left without navigating to any other section on your site your bounce rate would be calculated as 79% you definitely would need more visitors to decrease the percentage, remember the lower the BR the better the success.
So a bounce rate is a good way to understand customer engagement in marketing, you can check the bounce rate for each page to further understand how users are engaging with a page, if you stumble upon a higher bounce rate, then fix it.
The best practice so far to reduce bounce rate is using external software like Sumo to display ( On exit pop up ) to users that wants to leave your site, this feature is a cursor tracking event that triggers a pop-up banner or modal asking users why they want to leave your website, or better still personalize the pop in a more persuasive way to make the user stay.
Also, you can use Internal links to control where users should visit next after reading the current article, it more like a recommendation of more interesting content they need to read.
Session: In Google analytics is a metric Google uses to track a visitor click history that keeps a record of actions a user carries out on a page. A session starts from the moment a user loads your webpage, Any activities carried out on your site within the time frame of 0 sec – 30 min is calculated as a session. And if a user is not carrying out any action on your page within that time the session expires.
If a user opens a new tab from your page – another – page without closing the first page, it is recorded as a new session, this metrics helps google provide you with records of every activity a user performs on a page. therefore sessions cannot be calculated as visits because a user can log multiple sessions on a page. According to Google by default, a session expires after 30 minutes.
From a deep view of industry marketing success, Session can help a business keep track of purchase history, click event & somewhat page-views, since customer engagement in marketing is a lucrative way to enhance a business or website, eCommerce site could look into the session in GA to better understand the position of user dwell time to a page.
To increase a user session on your site you will need to take note of the following improvements.
Built-with great designs.
★━━ Everyone loves beautiful places these days, a great website with great design and flexibility can make users stay longer on a web-page and this will increase your customer engagement rate in marketing and trigger the recurrence of new visitors.
Build-in interactive elements.
★━━ If you want people to stay longer on your website then you need to create stylish comfort for them, sometimes asking user simple survey question and creating easy to regulate polls will make a user stay longer on your site, a good survey form to look out for is Typeform it easy to use and mobile-friendly for mobile visitors. Apart from that, a user that finds your content quite engaging will stay longer on your site.
Event tracking on google requires very logical skills when trying to set it up, the event tags can be used to understand how a user is treating a particular element on your site, this element can be a form asking the user to sign-up, a call-to-action (CTA) showing users to purchase or download, a video dialogue. By default there are certain elements on your page google analytics doesn’t report, it’s a choice for the publisher to determine what he/she wants to track using the Event page.
Also, event tracking is mostly used by E-commerce site for conversions and purchase tracking on a product page, Just by adding a single snippet on a page or elements google analytics can record activities or interaction within that elements and report.
Some of the benefits of using even tracking are:
a. It can be used to track CTA for e-commerce purchases.
b. It can be used to measure video content such as watch time.
c. it can be used to calculate user clicks rate on website buttons such as contact us, call us, e.t.c
Event tracking can be used to measure and count interaction on a given element or page. Event tracking requires more technical skills to be able to achieve success while implementing it. the events are a naming convention that can therefore be used within a specific element or URL example below.
This is a simple manual implementation of the tag, another way to ease the whole process of tagging event is by using the Google tag manager, this will automatically add tags to any button within a page and also a given element ID.
Use internal links
The best way to carry a group of people along is to point the right direction to their problem, they will definitely head there. Internal links play an essential role in SEO and it quite effective when using it to keep a user pointed at the right tracks on a web-page. To keep a good engagement in marketing you must learn to use Internal link as a way to keep a user engage.
Conversions: in google analytics is used to track whether a user carries out a successful transaction on your site or they didn’t purchase anything.
Acquisition: Shows how users find your site from what platform they came from and use those metrics to calculate the efficiency of your referral or organic visitors, this will help a business know what channels to put more effort on while doing there next campaigns or promotions.
SOCIAL MEDIA ENGAGEMENT.
Facebook implore a formula that keeps a record of every activity a user carry out on your post, these type of metrics is used to determine the success of that post or ads. Also, other social media sites like Twitter, LinkedIn, and Instagram has similar algorithms that keep track of user engagement and interaction with a post/ad.
Everyday People spend hours on social media, engaging with a post through likes, comments, favorites, retweets, shares, reactions, views, mentions, and clicks, however, these engagement rates are been calculated by followers, if you have low engagement rate it likely that your followers are not engaging with your content.
Social media is a good way to build social signals for your business, people are more likely to be convinced if they see other people talking positively about your business in reviews and comments, this can be a great customer engagement in your marketing strategy. People easily confide trust in your business the moment they scent popularity and happy customers around it.
Another great advantage of social media engagement is that it expands your business marketing reach to a whole new audience and existing once spread the rest of the brand’s story through word of mouth. In a recent survey, Jobberman uses this kind of social media engagement in marketing to reach new customers on Facebook.
Social media is a good way to create brand awareness for your business, for example, if a twitter user with over 2Million followers retweeted your tweet to their audience, it will drive sales, conversion, and awareness for your brand, Just one click, multiple magic. If more than 400 people with potential audience retweeted that tweet then consider the engagement rate more comparable to that of advertising campaigns.
There is plenty of touchstone to Social media engagement for re-marketing, below I will list the ones that share the similar features equivalent to marketing standards.
Post engagement: This type of engagement help brands and companies keep track of actions people carry out on your post, ads campaign, this can help the business gain more insight into the audience who clicks their post, where they are from, and there age/gender.
Volume: Another fantastic metric for business with Omni channels. An external tool that can be used to spy on social media conversations that are relevant to your brand ( In other words ), the number of people talking about your brand across all social media channels, this metric is a good way for brands to know what particularly people are talking about your brand the time, year and month, Since social media is like a continent you cannot know what people are talking about your brand either good or bad until it calls your attention to it.
Web-base Softwares like Monitor. Brand24. Social Mention. Keyhole. and many more can be a great tool to watch your brand mentions.
Engagement: Allow you to see results of how people are interacting with your page in real-time and this result is expected to rise as each day passes by, 76% of people now use mobile and 68% of those people use Facebook.
EMAIL MARKETING ENGAGEMENT.
All the newsletter email addresses we collect from users sometimes help us keep an engaging community of loyal subscribers,! But how loyal are your customers? According to research by Yes marketing: 50% of readers click-through from email marketing which increases the open rate in email marketing by 300%.
Email marketing engagement is a metric use by companies to measure the activities within a user’s emails How users, engaged and click on CTA within a mailbox is also counted as email engagement.
How you collect email address from your clients/customers determine how serious they would engage with the email marketing you use to reach out to them E.g ( An eCommerce site that promises customers 20% discount on there next purchase will likely gain more conversions, than a website that gives a user e-book in exchange for email address:).
In most case, Email marketing with lame persuasion campaigns sometimes get low CTA and engagement for there email outreach: How you design and ignite your email determines the engagements and conversions.
Use the trail a user signed-up from your site in following them.
When a user signs up for your newsletter it shows the first sign that they find your business/products interesting, this is a good scent of marketing your brand values to them through email campaigns. After a user successfully download what they came for. Of what value will your brand or business be to them again?
Use a congratulation email to win their achievement of joining a fantastic community you have built, According to oberlo the percentage of a welcome email open rate is 82%. Everyone love to be celebrated, in the congratulations email recommend a list of your best products or maybe ask a simple survey question that will keep the user engage.
Use neutral headlines.
A neutral headline is the type of headline that doesn’t indicate promotions or conversion, rather engagement, and it would be your choice to click or not. The field of email marketing has changed drastically people receive tons of emails every day and most times they miss some.
How you present your campaign headline determines if a user should open it or not.
Write a breathtaking first-line of the paragraph.
Upon a click to open an email campaign, the first sentence of that email is the conversion. A user will read and engage with an email that resonates and make complete sense/meaning. Don’t try to be promotional or be advertorial with a little persuasion.
Use clear images within your email marketing:
Images are good with email marketing, it clears the expression of understanding and helps a user scroll on to further understand the content, this can be a good way to keep a user engaged with your marketing, Besides a good image, build trust for a business.
Business needs engagement in marketing to be able to achieve success through a user’s satisfaction and user engagement for a business or brand. Deep details include collecting Data metrics that analyze how successful the business as evolve so far, A characteristic cheat set of what users will provide with the ability to how users are engaging with your business or products out there.
And the best way so far to acquire such data is by using customer monitoring software to know different platforms users have shared and talk about your products.
“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” – Doug Warner