Engagement indicates a person’s level of commitment. It can come in many forms, such as diamond rings or “@” replies. But engagement, however you get it, can be the difference between a stranger, a qualified lead and a returning customer.
Think of engagement as a measurement of how committed a lead is to your brand. Are they responding to your emails, visiting your website, downloading collateral, and interacting with you via social media? Engagement is not your activity with the prospect, but rather when they “thrown the ball back to you” and accept your offer to download an infographic, read a blog post or responded to a Facebook status.
Today’s multichannel consumer engages with brands on a variety of platforms. It’s important to develop a way to quantify the entire customer experience rather than measuring and making judgments about specific pieces of it in isolation.
According to Bain & Company,
Companies that engage with their customers via social media have more loyal customers. Better yet, customers who engage with a brands online report spending 20% to 40% more on that brand, or on that company’s products.
So how are you building engagement with your prospects and customers? Are you currently measuring engagement? Join us this Wednesday, February 26 at 2:00pm EST as we discuss the importance of building engagement and effective measurement tools.
TweetChat: Building Engagement
Date: Wednesday, Feb. 26
Time: 2:00pm EST
Where: #ROImktg
I look forward to tweeting with you soon!
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