Brand Engagement Guide for Your Business
What Is Brand Engagement?
- Customer retention. Engaged customers are loyal customers.
- Repeat business. Loyal customers equate to repeat sales.
- New business acquisition. Brand engagement boosts new customer sales too, as brand awareness and engagement grow.
- Improved products and services. Responding to customer feedback improves product development.
Surveys, Polls, Contests, and Feedback
Brand Engagement Examples That Help Promote Businesses
How to Build Brand Engagement
1. Start with Market and Customers
2. Identify Brand Awareness
3. Create a Social Media Presence
4. Put Email to Work
5. Develop a Customer Community
6. Analyze Website Metrics
7. Prioritize SEO
8. Conduct Feedback Surveys
Brand Engagement Marketing Tactics
Social Media Brand Engagement
- Zoom. Zoom took off during the pandemic. The company created a contest that showcased user-designed backgrounds.
- Starbucks. In the UK, Starbucks’ #whatsyourname campaign established its support for trans and LGBTQ people.
- GoPro. The sports camera company creates content on Facebook that showcases customer videos along with professional shots.
Email Brand Engagement
Video Brand Engagement
How to Measure Brand Engagement
- Customer satisfaction score. Customer satisfaction can be measured at the point of contact or sale, usually through a quick one-question survey. A simple formula lets companies know how they’re doing and helps them identify trends.
- Net promoter score. Companies can survey customers or prospects about whether they would tell a friend or family member about a product or service. These surveys can identify both promoters and detractors.
- Do your customers keep coming back? Stickiness measures repeat business both for an in-person visit or online. It measures daily and monthly active users.
- Open rates. People get a lot of emails. There’s a tremendous amount of competition for a customer’s attention. Open rates measure how often customers open a company’s emails and read the messages.
- The churn rate is the number of customers, subscribers, or users who stop buying or using a company’s products or services over a given period. A low churn rate means most customers are happy with a product or service.
- Other metrics. Other metrics that provide valuable information include first week engagement scores, customer effort scores, feature usage, and visit frequency.