Earlier this week we talked about the difference between social media marketing and content marketing. What they share at their core is the idea of authentic customer engagement.
So what is the essence of successful customer engagement?
First you must to listen with genuine interest to your customer. You have to hear what their concerns, issues and goals are.
Second, you must understand how to help them solve their concerns with what you have to offer which is relevant to them.
Third, you must respond to them in an authentic and transparent way supporting their need for individual attention, additional information or the move to the next step of the process.
And because engagement is a process and not a singular activity, you have to do all of these across multiple platforms– your own as well as all the others available to your customer.
Successful marketing is still a result of the right offer at the right time to the right person, but companies are shifting from a market-driven approach to a customer-centric approach in ways that are significantly different than in the past.
In our technology-driven world, there is increasing demand and delivery of a custom experience for individual customers. That’s what consumers are searching for. Everyone appreciates recognition and validation that their concerns are important. When they find it and feel part of a shared community, they will not only remain a part of the community themselves but they will promote that community to others.
Successful customer engagement, then, is a relevant and responsive relationship that delivers value to both parties over a long period of time.
How are you responding to your customers in ways that recognize their individual concerns and still build your brand?
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