Businesses across the globe are adopting digital technology in order to maintain a competitive edge in today’s economy. Modern consumers interact with brands electronically — on the Internet, using mobile apps and through social sites. They anticipate seamless virtual interactions that are tailored to their specific needs and interests. Patrons also expect companies to answer questions and resolve issues in real-time and on their terms, using their communication medium of choice.
To thrive in this high-tech world, organizations need to deliver compelling experiences and multi-channel interactions that captivate customers and cultivate relationships. Here are four ways to engage with your target audience in the digital age.
Embrace Live Video
Video advertising is a rapidly growing trend in the digital marketing community. This method of communication is particularly alluring because it creates an immediate, immersive experience that can open the door for further conversation. For example, live videos may be used for product launches, conducting interviews, hosting Q&A sessions and more. This medium is a great way to expand your customer base, increase brand recognition and even generate PR buzz.
Posting a video online can give viewers insight into a company in a fun and informative way. Participants can also provide feedback and ask questions in real-time. Businesses should keep in mind the appeal of live videos and how they might be used to expand their customer connections.
Implement Chat Bots
In today’s fast-paced world, consumers don’t have time to sit on hold for hours or receive an email response days later; they want instant gratification. For this reason, chat bots — 24/7 automated representatives — are an efficient way to enhance engagement and boost your customer service capabilities.
Chat bots are powered by artificial intelligence and machine learning. These computerized customer service reps can address simple questions, concerns and complaints instantly. In the past year, about 67% of patrons utilized a chatbot for customer support. Businesses can integrate this interactive option into their communication channels to:
- Answer FAQs
- Greet clients when they first land on your website
- Monitor consumer data and gain insights
- Reduce the number of human errors
Connect Via Social Media
Social media is another great way to build and enrich patron relationships. It enables you to deliver personalized messages to shoppers, which can help maintain a customer satisfaction and loyalty.
Consider sharing photos of your products and stories from users to build rapport. This demonstrates your appreciation to existing patrons by valuing their experiences. You could also start discussions, create campaigns, host contests, respond to queries and give consumers a behind-the-scenes look into your company’s day-to-day operations.
Create a Sense of Community Through Shared Experiences
Businesses can heighten engagement by bringing patrons together for shared experiences. One way to achieve this is through a well-built microsite. A microsite is a branded web page or group of pages that exist independently of your primary website.
Because microsites aren’t connected to a company’s core domain, they can be an excellent launchpad for new ideas and strategies. For instance, if you want to sell a product that doesn’t correlate with the current brand aesthetic, you might consider testing a microsite to see how shoppers respond. Microsites are a creative technique to explore new audiences before you’re ready to take the next step.
For successful digital marketing, it’s all about putting consumers first with technology that interacts at a personal level. By doing so, you might boost customer loyalty and retention, which could equate to sales for your business. For more ways on how to engage with your patrons electronically, see the accompanying infographic.
Author bio: Bruce Thompson is a co-founder and Design Director at The Scylla Group, a trusted digital partner for innovative brands. He is an award-winning graphic designer, creative director, brand consultant and digital strategist. Thompson has dedicated his career to helping people understand, trust and adopt technology to improve their quality of life.
Resources:
https://www.revechat.com/blog/chatbot-business-benefits/
https://stirlingcenter.org/city-beat-news-3-proven-tips-to-engage-customers/