Want successful customer engagement? Just listen.
As Ernest Hemingway said, “I like to listen. I have learned a great deal from listening carefully.”
I think if I had to sum up successful customer engagement into one succinct sound bite it would be just that: listen. Unfortunately, for most companies that’s easier said than done. Successful customer engagement in today’s world requires a shift in habit—from the push of generic information to a personalized response—one that shows your audience that you’ve been paying attention.
Considering that we’re all doing more with less each day it’s tempting to stay broad and save time. But I’ve found, especially over the last few years, that the more targeted my response, the faster my prospect takes an action that I’m able to measure and convert.
Simple Steps That Make a Difference.
First, start with great content. Keep it brief, original and relevant. If your audience is savvy (and most are), they want timely and accessible information. It also needs to be clearly written, offer something of real value (a free consultation, for example) and options for their next step. Remember: this is about them and their needs. Great content connects on an emotional level, and makes your brand relatable.
Next, take advantage of all the communications channels available to you, and integrate your message accordingly. Blogs, e-mail, social media, digital and print advertising, direct mail and television can all be valuable depending on your budget, your audiences’ demographics and behaviors, and what your response rates are telling you.
Measuring response to your online content is fairly simple. If people interact with, comment on and regularly share your information then stay the course. Conversely, if no one but your team shares company blogs or comments on your Facebook posts, it’s time to take a step back and retool. Cross promotions are essential; just be sure they’re tailored to the channel, and that the information supports a consistent message and experience.
Also, optimize every opportunity. If someone has arrived at your website via your inbound marketing program, make sure they’ve landed on a page that’s complete with tracking and an enticing call-to-action. If they’ve found you through more traditional marketing efforts, you should still track and capture information so that you can follow up with a personalized response.
And to do that, you have to listen.
Believe your audience and accept that you don’t know better than they do about what they need. The data’s there – what we need to know about what they want to know – now it’s up to us to take that information and create meaningful interactions. The simple truth is, smart brands listen.
If you take the extra time to craft a personalized response, you’ll create a favorable impression and the opportunity for continued conversation. You’ll also reduce your cost per lead, improve the overall quality of your leads, and positively impact your organization’s bottom line by generating new business in a shorter amount of time.
About the author: Leslie Wither Samenuk
Leslie is James Marketing’s head of engagement and market strategy, and she’s always discovering new ways to help clients expand their reach and promote their products and services. She’s been known to get some of her best ideas on the links where she admits to shooting inconsistent but highly enjoyable rounds. She’s also an avid swimmer so during the summer you might find yourself swimming laps with her while brainstorming ideas. Keep a swimsuit handy.
