Are your customers truly engaged, or are they just coasting?
Unless you’re keeping a close eye on customer interactions with your B2C brand, it’s impossible to know for sure.
If some buyers slowly stop opening your emails and others visit your site less and less over time, would you notice immediately? If you’re not keeping track of customer engagement, you could completely miss this slow process of pulling away from your brand — wrongly assuming that your customers are just as highly engaged as the day they first bought from your company.
This is exactly why you need to carefully monitor how each and every customer interacts with your brand on a daily basis and build out a customer engagement strategy. This, of course, isn’t always easy. You must have quality customer data so you know which customers really are happy, and which customers are entering the at-risk zone.
As a B2C marketer, it’s your job to keep loyal customers happy and engaged with your brand. You can’t leave everything up to customer service! Rather than letting things go, you have to always keep your eyes on the customer experience.
Constantly update your customer data
Great customer engagement really starts with collecting real-time data that tracks the entire customer journey. You should know down to the hour when each and every customer has last:
- Opened an email
- Visited your website
- Clicked on an ad
- Interacted with your brand on social
- Bought a product
Without this detailed customer data, you’re completely in the dark as to how engaged customers really are. You can quickly and easily tell that a buyer is engaged if they’ve interacted with you across multiple channels and devices in the past month. At the same time, you know a customer may need some special care and attention if they haven’t opened your emails at all in the past month.
Don’t wait until buyers are at-risk
If the majority of your customers are highly engaged, you know your business is in good shape and you don’t have to worry too much about customer retention rates and brand loyalty. But if you have a high number of unengaged customers, it’s already past time for a marketing campaign intervention. Really, you should be reaching out to your buyers long before they’re at-risk of moving on.
Keeping your customers in specific buckets based on their level engagement is a huge advantage. Loyal customers are generally highly engaged, while at-risk customers are not. For example, you can track customers that are:
- Highly engaged, with more than 2 interactions per month
- Moderately engaged, with 2 interactions per month
- At-risk, with no engagement this month
As a B2C marketer, you can automate the process — sending out specific and targeted touchpoint campaigns to buyers who are highly engaged vs. slipping. If you haven’t heard from a buyer in 30 days, for example, you should set up email triggers that automatically send out campaigns aimed at getting the attention of those unengaged buyers.
Drive customer loyalty over time
By tracking customer engagement closely, you can also start to identify patterns and encourage specific behaviors that can lead to customer loyalty. It of course depends on your specific target audience and your brand, but we’ve commonly seen that if your buyers engage with you on multiple channels — such as on social media and through email — there’s a higher likelihood that they eventually become loyal customers. In other words, omnichannel engagement can drive customer loyalty long-term.
Patterns like this will only become visible if you keep a close eye on your customer data, however. You should always be analyzing your B2C data so you better understand what behaviors you should encourage in order to drive customer loyalty, increase average order value, and more. The better you understand your customers, the more you’ll be able to engage them.
This isn’t rocket science, but customer engagement strategy is too often overlooked in the B2C digital marketing space. If you always keep your eye on customer engagement, you’ll have a better idea of who your customers are, what they enjoy, and how you can encourage them to buy again and again.