Why Customer Engagement Is Important

Create an effective engagement marketing strategy.

A marketing engagement strategy should heavily consider what existing and potential customers need throughout their purchase journey. Identify the key steps in your target audience’s purchase journey and add a touchpoint to reach customers consistently. Each touchpoint should include helpful, personalized information to provide a positive customer experience and build customer loyalty. 

Develop content that supports buyers’ evolving needs throughout the funnel. Use customer data to boost brand visibility and engagement across all channels. Create content that is relevant, as well as resourceful, and helps your target buyer understand how your solution will help them solve their business challenges. Think strategically about how to best build your brand, what should be included in marketing content, the appropriate outreach channel and how it may affect your customer interactions. 

Get creative with customer engagement, especially on social media, and don’t limit outreach and marketing campaigns to only X (formerly Twitter) and LinkedIn. For example, does your target audience include a younger demographic? Consider newer social platforms such as TikTok. Or would your product benefit from a visual aid or experience? Add Instagram to the planned engagement mix.
 

Boost sales success with customer engagement.

Build trust between your sales team and customers through consistent, personalized touchpoints on a variety of relevant channels. Remember that each touch should meet the customer’s progress along their purchase journey, and provide useful information or content that drives their movement through the sales funnel. 

Supply your sales teams with customer interaction insights, which they can use to develop thoughtful messaging and select content that supports specific outreach goals. Sales interactions should support customers as they research and narrow their options, but shouldn’t feel forced. Be perceptive when interacting with customers, take note of what works, and find the channels and types of outreach that work best for your team and ideal buyer persona. 

When you strive to improve connections and lead handoffs between sales and marketing, customer engagement is essential. Marketers should deliver timely, personalized content that educates and creates qualified leads. Sales should continue to nurture and engage buyers across a variety of channels to establish business relationships and increase close rates. 

Minimize purchase regret and avoid customer churn.

Engaging customers post-purchase is important for avoiding customer churn and purchase regret. Post-purchase regret comes with several ramifications, such as bad word-of-mouth and negative customer reviews, which may alienate future buyers. Additionally, regretful buyers are more likely to switch to a competitor and stop engaging with you completely–in fact, 25% of customers stopped engaging with a vendor after experiencing purchase regret.