Ways to boost your customer engagement.

What is customer engagement?

Consumers want to know and connect with the companies and brands they buy from and support. Customer engagement is the conversation your customers are having with your brand and with each other about your brand. You can measure their level of engagement through customer interactions like clicks, email open rates, conversion rates and other metrics. That invaluable data can help you to predict customers’ future actions, as well as discover which customers are disengaged or undecided about your brand and then develop strategies to win them over. 

It’s easier to keep existing customers than to win new ones and good customer engagement can also play a role in avoiding churn (losing customers). Your best tool in the struggle for customer retention is to communicate thoughtfully at every stage of the customer journey. Share your company’s values on social media. Bring your CEO or other executives in on the conversation. By showing who you are, you’ll help your customers get to know you and your brand better. They’ll trust you and be more willing to tell you about themselves in return.
 

How your marketing strategy can increase customer loyalty.

A great marketing strategy doubles as a customer engagement strategy. It extends beyond building brand awareness and selling products to optimising every customer’s experience. Begin by accounting for all the touchpoints or ways customers interact with your brand.

You can’t track word of mouth, but you can get data on visits to your website, sign-ups to receive emails and contacts with customer support teams. You might measure your brand’s social media mentions over time and the numbers of active community members engaging with your website. Following your customers along their entire journey with your brand can teach you a lot about the level of customer satisfaction you’re generating and it can tell you where and how you might improve.

Make every interaction a positive one.

Design every customer communication — newsletters, emails and social media posts — to surprise and delight. Adobe Creative Cloud for teams can help. It gives you more than 20 apps for creating standout marketing materials. Your team can collaborate seamlessly in the cloud, sharing assets as they work to ensure brand consistency. Make a versatile brand logo in Adobe Illustrator. Create eye-catching brochures, brand kits, web banners, social media posts and emails with Adobe Photoshop and InDesign — and take advantage of Adobe Stock and Adobe Fonts to find just the right templates and type.
 

If you communicate with your customers thoughtfully, honestly and compassionately and with appealing creative content, you’ll be well on your way to developing a successful brand they want to engage with.