5 Client Engagement Strategies to Look Forward to in 2018

  Inbound Marketing | Inbound Sales
Tyler Pigott
Tyler Pigott

05.16.2018 | 3 min read

At its most basic level customer engagement can be defined as any time a customer communicates with a brand. Going by that definition customer engagement is more than ever nowadays due to the fact that customers now have a variety of ways to engage with any business, from a variety of channels.

Whether it’s sending in an email, calling the company, or simply sending a public message on social media.

As the way customers can communicate with businesses evolve, so too do the tactics and methodologies behind how brands can effectively engage their customers. The average customer now requires more than a fast response time to a support time, but an experience where they feel heard and understood.

With that in mind, here at the 5 client engagement strategies to look forward to in 2018.

Utilizing Power Users

Every successful brand has a community of highly engaged users who strongly identify themselves with their chosen brand. Whereas these fan communities were typically left alone by the brand, more and more businesses are now understanding the power behind their power users.

Power users aren’t just people who are lifelong customers, but are also people who can be instrumental in bringing in new business.

Throughout 2018 you can expect to see more business tapping into this resource by offering community-only offers, and even involving power users as part of their marketing strategy. More and more businesses are now engaging with these online communities and using them as a platform to have conversations with their audience and how they can continue nurturing this sense of community.

Increased Use of Live Chat

Live chat is now becoming commonplace for most businesses, especially those in the eCommerce industry, with an estimated growth of businesses using this tool by 87% in the next year alone.

Most businesses are now increasingly aware that there is a ripe opportunity to turn a lead into a customer every time someone visits their website. By using a live chat tool they can turn their website into a channel where customers can communicate directly with the business before making a purchasing decision.

With live chat businesses can now expect to increase their overall conversions and sales by simply creating a live chat function on their website.

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Tapping Into The Power of Influencers

One of the best ways for a brand to build credibility and gain exposure is to partner up with influencers and thought leaders within their niche. Social media stars now hold just as much, if not more, influence over their followers than A-list Hollywood stars.

As the process for identifying and working with the right influencers becomes more systematic, it’s only going to get easier to reach out and find the right influencer to work with.

2017 was a huge year for influencer marketing, and you can expect brands to continue tapping into that power all throughout 2018.

Personality Is In

Gone are the days where stuffy press releases and the odd advert were the only ways a brand could communicate their message to their customer. Social media has changed the game.

Not only does it provide a place for customers to engage with any given business, but it’s also a place where brands can let loose a bit more and give themselves a more casual tone.

Wendy’s, for example, made waves last year by replying to their followers in a humorous and sassy way. It set them apart, and even had random people all around the world engaging with the Wendy’s Twitter account begging to be insulted.

Customers want to feel like their brands are human, and have a personality that they would enjoy be around, and social media is a perfect place for that. With Wendy’s setting the trend, more and more brands are now following suit.

Personalizing Content

Customers don’t want to feel like another face in the crowd or just another dollar contributing to a company’s bottom line. Which is why over 70% of US retailers are now making customer personalization a priority for their business in 2018.

Technology has now evolved to the point where this easier than ever, and millions of brands around the world are taking advantage of that fact.

Instead of sending the same stock standard templates and messages to their entire audience. Brands are now tailoring their content based upon what they know about their customer, and creating specific messages and offers for specific segments of their customers. Making it so brands have a way to communicate to their prospects at every stage of their customer journey.

This level of personalization is all about making customers feel welcome and seen, and not just having their data being taken advantage of.