So, what’s the deal with client engagement, anyway? Why should we bother?
In the past decades, marketing and customer service were two different things, two poles of the retail industry. Since the digital explosion, these two poles have come together. If you want your business to be successful, you have to make your customers happy. Their feedback is available to anyone who looks for it. The internet puts all customer feedback and testimonials right at your fingertips.
Mortgage marketing consultants know that if you want to boost business performance, the key is to increase customer satisfaction. Customer engagement is the intersection between performance and satisfaction. Boost customer awareness and satisfy your customers, and you establish a strong, healthy brand that brings in more customers each day.
Mortgage broker marketing focuses on bringing new customers in. You have to reach out and connect with people, otherwise your business is just floating in the water. Customer engagement means that your clients know you. They feel they can can trust you. It means your clients really know what you have to offer. They know that you can give them the best in the business.
With great customer engagement, your clients not only use your services, they refer those services to others. Your customer outreach expands with each person that you service. Great customer engagement turns each customer into a brand advocate. Real people are trusted more than any advertising effort. Each successful connection gives you an authentic influencer, someone who can make the difference for clients challenged to choose between competing products or services.
So, how can you boost customer engagement? Here are some basic tips:
- Write a great ad
- Present a funny YouTube video
- Offer product guides, checklists or manuals
- Provide responsive customer support
Those are some generic tips, but how does it really work? What is the core of true customer engagement? Here’s the deal:
1. Make use of social media
Let’s face it. Social media has no shortage of brands vying for attention. But the thing is, if you want your brand to make a difference, you have to make sure your voice is heard. Know your message, know your brand, and then get it out there for others to hear. Social media platforms are ideal vectors to help you make this happen. Social media brings you into the public eye, and if you do it right, you can boost visibility like nobody’s business. Visibility leads to conversion.
2. Make it personal
Think about it. How many emails do you get each day? How many of them have our name? Most of the messages that come your way are generic. They are blasted out to the masses just hoping to get a few responses. But when you customise the outreach, the response rate is much higher. So, the key is to personalise your messages. Put the customer’s name in your emails or other messages. Bring in some personal details, if you can. This makes the customer feel special. It lets them know that you respect and value them.
3. Make your content valuable to your audience
Anyone worth their salt in the social media management business will tell you that you need to give the customer what they want to hear. Give them valuable information, something that they might want to ask in a Google search if they are interested in your product or service. When your content answers questions your demographic hasn’t yet thought to ask, it means that your site has even more value. And, since your customers want the information, they are more likely to engage with your site. This means more traffic and more conversions.
4. Listen to your feedback!
One of the benefits of social media is that your audience can respond to you. They can let you know what they think about what you have to say. So, tune in! Your feedback can help you to refine your message. When you hear what your audience thinks, you can adjust your message to fit your clients. And, when you respond, you let your clients know you care about what they have to say. It’s a win-win.
5. Give a solid impression of your brand
Every message you send to your clients gives them an impression of who you are, what your values are, and what you have to offer. So use it! Social media lets you get proactive about how your clients and customers perceive you. The biggest thing is to let them know that they are seen, each as an individual and not just as a number. You can do this with chatbots, social media responses, or other means. No matter how you do it, the key is to keep connected with your clients. Let them know you’re there and you hear them. Social media management services can help you to be courteous, friendly, and conversational, keeping the lines of connection open without bombarding your customers.
Customer engagement is key to making your business a success. If you want to know more about how to engage with your clients in the current digital climate, feel free to contact us. At Reputation by Design, we’re dedicated to helping your business reach it’s potential!