December 11, 2014

2014: Brand Engagement is The New Black

“… 63% lower customer attrition, 55% higher wallet share, and roughly 50% higher productivity …”

In 2014, savvy brands throughout business, education, healthcare, nonprofit and retail sectors began buying into brand engagement in a major way. Websites were re-strategized and content strategy was embraced. The shiny new goal became creating dialogs with customers/prospects, positioning expertise, generating confidence and trust, engendering loyalty, and sometimes simply capturing the consumer’s attention for three more seconds.

According to Gallup®, engagement is a “definitive predictor of business growth.” Gallup’s recent study of customer engagement trends and results revealed organizations that successfully engage their customers realize 63% lower customer attrition, 55% greater wallet share, and roughly 50% higher productivity.


Critical Elements of Brand Engagement

  1. Interest
  2. Relevance
  3. Dialog
  4. Consistency

Using the following tactics, any organization can generate the necessary Interest, Relevance, Dialog and Consistency that will increase engagement and stimulate growth.

User Experience (UX): Users who are able to find what they’re looking for easily, are then 62% more likely to remain in the site to browse (Jared Spool, “Users Continue After Category Links”). 62% greater engagement translates into more and better customers.

Measurement & Analysis:  Brands that use data analysis to learn as much as possible about their target audience are more likely to develop customized campaigns and personalized services that are appealing to their customers/prospects. Pairing this with ongoing metrics that identify which tactics are effective and where the gaps are, makes it possible to tweak your engagement efforts and ensure brand engagement stays fresh and appealing.

Strategically Designed Visuals: Visual content is recognized and understood 60,000 times more quickly than written content; just make sure it’s compelling and relevant.

Personalization: Providing content customized for geography, behavior, and past visit attributes takes this one step closer to effectiveness. Personalization can be achieved through any content — videos, tutorials, e-books, newsletters, research, case studies, landing pages, and more.

Video: Well-produced video that is original, compelling and relevant attracts eyes, engages audiences, and is shared between viewers. Studies show landing pages with videos see an 86% increase in conversions and posts with videos attract 3X more inbound links than those without.

Gamification:  Gamification can lead to a 100% to 150% increase in engagement metrics including unique views, page views, community activities, and time on site (M2 Research). Badges and points, frequent buyer programs, achievement tracking and, yes, even actual games are workable tactics when relevant and exciting.

Direct Access: You can’t engage customers/prospects unless they can find you — easily. And beyond finding you, visitors should have a way to initiate a two-way dialog (vs. monologue) from any point in an organization’s online presence. Web sites, social media, and mobile apps should provide ways for the customer to talk to you with feedback, questions and ideas. Engagement is about relationships and relationships require two-way communication.

Want to talk about increasing customer engagement for your organization? Just drop us a line or lob us a call.

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