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Starting a Campaign to Grow your B2B Data Pipeline

by sofiawilton
Customer Engagement

Customer engagement is vital for your marketing campaign to be successful. For personalized marketing, you need relevant customer data, and this can be gathered through the use of customer engagement tools.

Let’s bring it back to the basics. Have you ever given a greeting card to a family member, friend, or loved one? If your response is yes, did it include a personalized message celebrating the occasion and your signature? Yes– of course, it did! When we write cards, whether it’s for birthdays or weddings, it is a no-brainer to include a personalized message for the recipient.

Marketing is no different from sending a greeting card. As marketers, we must personalize all digital and traditional communications for the recipient, whether it be emails, social media, direct mailing, and more. You would not send someone a birthday card on their graduation day –  right? It would not be appropriate to send a message not tailored to the occasion which is the same for personalized marketing campaigns.

As marketers, we must engage with our customers to learn as much about them as possible. The more we know about our audience, the better we can convey the message that is most suited for them.

If you frequently communicate with your prospects and existing customers, you will successfully learn about their wants and needs resulting in more effective marketing strategies. Customers are more likely to support companies they have a relationship with, so you must build that relationship through engagement.

What is Customer Engagement in Marketing?

Customer engagement is the level of interaction between a company and its customers. It’s important for personalized marketing because it allows companies to gather data about their customers that can be used to create more targeted, individualized marketing campaigns. By engaging with customers, companies can learn about their needs and desires, which can then be used to create more effective marketing messages.

Engaging with customers also helps build loyalty and brand awareness. When customers feel like they are being listened to and that their input is valued, they are more likely to remain loyal to a brand. They are also more likely to tell others about their positive experiences, which can lead to word-of-mouth marketing.

Overall, customer engagement is important for personalized marketing because it helps companies better understand their customers and create more targeted marketing campaigns. When done right, it can also help build loyalty and brand awareness.

Why is it Important?

Customer engagement is important for personalized marketing because it allows marketers to collect data about their customers that can be used to create more targeted and personalized marketing messages. Additionally, customer engagement can help build relationships with customers and create loyalty.

Engagement is important for personalized marketing because it allows businesses to get to know their customers better. The more engaged customers are, the more likely they are to share information about themselves that businesses can use to create more targeted and relevant marketing messages. Additionally, engaged customers are also more likely to make purchases and recommend products or services to friends and family members.

If you don’t know your customers, how can you serve them?

That’s why customer engagement is so essential. Customer engagement helps marketers understand customers’ unique needs and how they want to interact with your brand.

An effective way to engage with your customers is through listening—but this doesn’t mean just listening for keywords or complaints (though those are important too!). Listening means recognizing your customer, identifying their needs, and responding in a way that lets them know: “We see you, we hear you, and we understand you.”

When you know what makes each customer unique, it’s easier to create content that speaks directly to them—and it will be more relevant than ever before. If you want to ensure that your customers receive the most out of your product or service, then you need to engage with them.

You might wonder why engagement is so crucial to the success of personalized marketing campaigns. After all, isn’t it enough that customers are using your services? Isn’t it sufficient for customers to have a subscription or have bought something once?

Well, no. It’s not enough—and here’s why:

The first reason is that customer engagement helps you learn more about your customers and their needs. Once you understand their needs, you can tailor products and services to suit them better and make your company more profitable over time.

The second reason is that customer engagement builds loyalty between companies and consumers. When you know what makes someone tick and how they react under different circumstances, then there’s a good chance that they’ll stick around longer than if they were just buying something without knowing why or how it works in the first place.

And lastly (but certainly not least), customer engagement keeps people coming back for more! If people feel appreciated and heard, they want to keep coming back. It’s similar to reuniting with an old friend.  If you engage with them through a greeting card then they are likely to call you to touch base. Customers are no different and are responsive to engagement!

Let’s get down to the bread and butter of it all. Here are some ways you can build customer engagement:

  1. Storytelling. Everyone loves a feel-good story and customers love supporting a back company with a strong background. Sharing your organization’s mission, vision, core values, and history will convey a story to your customer.

Helping your customers understand the who, what, when, where, and why of your company will have a huge impact on engagement. If a customer feels that they can trust a business, they are more likely to support and interact with the company.

2. Personalized Messages.  Just like a greeting card, personalization is key as 66% of customers prefer a tailored email over a generic message. Communicate with customers on a personal level to make them feel noticed. A generic email is not going to work for all cases.

Send emails with helpful information for your customers that are unique to their interests. This could be a link to an article or video that might interest them, or it could be an offer for a discount on their next purchase.

3. Social Engagement. Social media is no longer just for friends and families. Businesses can leverage social media to build brand identity, engage with customers, and position themselves from the competition with a strong presence.

Use social media to share interesting content with your audience. This will help them feel like they’re getting personal attention from your company, even though they aren’t actually interacting directly with it (yet!).

4. Provide Education. Customers often get tired of the same promotional emails and would prefer to interact with content that benefits their needs. Teaching your audience something useful to their interests is a great way to engage your audience.

Host live streams, webinars, or live chats where people can ask questions or get help with specific issues they might be having with one of your products or services.

5. Lightning Fast Customer Service. In the age of the digital world, customers expect immediate engagement when inquiring about a product or service. According to Salesforce, “Eighty-three percent of customers now expect immediate engagement when they contact a company, up from 78% in 2019. Instant gratification is also expected in the way customers purchase, too. Our research found that 70% of customers say convenience is more important than branding”.

As marketers, we must step up our game to be ready for engaging with customers at any moment. If you don’t offer fast customer service, they might be quick to find someone else. Incorporating a communication plan is vital to the success of personalized marketing.

Customer engagement is important for personalized marketing because it allows businesses to connect with their customers on a more personal level. Through customer engagement, businesses can learn more about their customers’ likes, dislikes, and preferences, which in turn allows them to create more customized and personalized marketing campaigns that are more likely to resonate with their target audience. By engaging with their customers, businesses can build trust and goodwill, which can lead to long-term loyalty and relationships.

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