Engagement Is The Key of Marketing. Engagement is a factor that companies and their Marketing teams are paying more and more attention to, as it is associated with sustainable positioning and good brand management. However, for some organizations, it is a difficult element to measure and to achieve, since they do not know or apply specific practices that promote a higher level of commitment to customers and the general public.
Even many Marketing teams are still not entirely clear about what this relatively new concept is about, its breadth in digital environments.
All this motivated us to produce this complete guide, in which we will review from essential aspects of the concept, such as its definition and types, to the most profound and practical topics, such as the best Engagement strategies and the keys to measure it.
- 1 What is Engagement?
- 2 What types of Engagement are there?
- 3 How to measure Engagement in Marketing?
- 3.1 Engagement in social networks
- 3.2 Blog engagement
- 3.3 Customer engagement
- 4 5 strategies to increase engagement with your audience
- 5 Conclusion
What is Engagement?
Engagement can be defined as the level of commitment that consumers and users have with a brand, and this goes beyond the purchase of their products or services. Engagement Is The Key of Marketing
Among other things, it encompasses constant interaction, trust, and, even, empathizes with its values, perceptions, and messages. This translates into long-lasting, sustainable, and deep relationships, based on sensitive shopping experiences.
On the other hand, Engagement is not something that comes up overnight. It is a consolidation that brands achieve after multiple tasks, strategies, and actions aimed at conquering, captivating and eliminating discomfort or points of friction.
This important concept grew and expanded thanks to digital transformation and, especially, social networks and other media that allow constant interaction with users.
In digital environments, Engagement is a palpable element that can be stimulated on a daily basis and that can be measured through metrics, indicators, and the quality of interaction.
What types of Engagement are there?
Such is the breadth of Engagement, especially in the digital environment, that it is an indicator that can be classified into different types, such as:
This edge of the Engagement refers to the commitment and interaction dynamics of a client over time or during their relationship cycle with a company.
Yes, Engagement is a factor that can also be present in employees and collaborators.
This concept encompasses the emotional and human commitment that a worker has with the company in which he operates, beyond the employment relationship and the payments that relate to it.
In a simple way, we can say that this metric shows how “hooked” the user is with the different channels of interaction and communication of the brand, as well as with the different elements of its digital presence in general.
This indicator qualitatively shows the positioning in these networks, since it is not only based on the number of aftershocks and the size of the communities, but also values the quality of the interactions, the acceptance of the messages and the perception of the audience in general.
How to measure Engagement in Marketing?
As we mentioned earlier, Engagement is something palpable, which you can accurately determine through different metrics and indicators .
At the same time, it is a broad element, covering different aspects of the digital environment and the relationship of a brand with users and consumers.
Precisely, below we will show you how to measure the level of commitment in different channels and contexts.
Social networks can be the main driver of your company’s engagement strategy, and it is also very practical to measure engagement in this area since it is marked by constant interactions.
Even networks like Facebook have algorithms that calculate this indicator to give more scope to publications, such as showing status or profile updates to a greater number of followers, for example.
An almost “standard” formula for determining Engagement on social networks, known as the Engagement Rate, is to divide the total of interactions during a certain period among all the publications made during it.
Then, this result must be divided by the total followers of the company in the social network in question, to finally multiply 100.
This allows evaluating the relevance of a brand in the environment of a social network, but it is convenient to go further.
Furthermore, it is important that you evaluate the characteristics of the interactions. For example, you can establish an average of “likes” and “dislikes” in publications, to know the acceptance of the same and the repercussions of the tone of voice and messages.
With tools like Google Analytics, you can follow different metrics that have a direct relationship with Engagement.
We talk about indicators such as:
In the web and digital environment, a bounce occurs when a user leaves a website after having seen only one of its pages, without interacting with others in the domain.
When the bounce rate is minimal, logically, it is positive for engagement.
It is nothing more than the average time users spend browsing your website.
A high average duration can be synonymous with blog engagement, as long as the pages visited per session are also high.
Pages visited per session
There is not much to explain: as its name reflects, it is the number of pages that users visit when browsing your blog.
If this average is high and added to high average session duration, it means that they are captivated by the blog and that they interact with multiple articles and materials in a single session.
This fundamental metric in Digital Marketing and Content Marketing focuses on the percentage of users who carry out positive actions for the business process.
In the case of the blog, you can calculate the percentage of visitors who share contact details and subscribe to news and other features, becoming Leads.
These are the links that a website gets from another website, which have a positive impact on SEO and are a reflection of authority, positioning, and Engagement.
These are produced in different ways, but, in general, it can be said that it is when someone talks about your brand and uses it as a reference.
In the case of the blog, they can occur when other portals or users mention data, research, and opinions expressed in one of their posts.
Here it should be said that it is not always necessary to receive a backlink for the mention to be relevant and benefit the company, because search engines and users feel those social signals when making a decision. Although it is always better than the mention is accompanied by an external link, which transmits authority to your website.
All of the above is valuable, but the numbers are still “cold”.
So, in addition to following the above metrics, measure the number of comments your posts receive and, above all, what they say and what positive or negative patterns are present in them.
Among the metrics used to measure the level of customer engagement are the following:
Monthly active users
It is the number of users who actively interact with a service, product, or communication channel. It is important that you follow how this statistic evolves or changes month after month.
Frequency of use
It consists of measuring how much products, services, or added values of the brand are used, in order to determine their relevance and customer reception.
If you have a digital platform, for example, or a mobile app, it is not convenient for a user to access its features once every 2 months, right?
Understanding that behavior can help you implement improvements in your resources and establish more precise communication initiatives to reactivate users who have forgotten about your product or service.
In this case, it is about the frequency with which your buyers talk about your products or services or the interaction with the company in general.
One way to perceive this aspect is to analyze the reviews of services and products in Google My Business or in specific evaluation platforms, such as Capterra.
Lifetime Value (LTV)
It is the total value or profits that a client contributes to the company during his relationship with it. If the LTV is high, it is synonymous with effectiveness in actions aimed at retention and Engagement.
5 strategies to increase engagement with your audience
Now that you know how to measure Engagement, you are surely eager to know how to boost it, so we will not make you wait any longer.
Here are 5 key strategies that will help you achieve this:
1. Build a strong and powerful website
In this digital and interconnected age, the website plays a key role in the user experience.
Among other things, a solid web portal is a constant interaction channel and a source of functionalities that add value to the commercial offer and really make a person follow a brand.
To fulfill this fundamental requirement for Engagement, you must take into account the good practices of the WPO.
Web Performance Optimization (WPO) includes a set of technical actions that allow a site to ensure a good experience on the page.
One of these is to opt for a responsive design, that is, one that adapts the formats to different devices, mainly mobile phones, such as tablets and smartphones.
Also, it demands the optimization of the loading speed of the pages, a key element of Technical SEO.
2. Offer a strong client application
As a complement to a solid portal, you can offer a mobile application for clients that contributes to retention, and that makes personalized service, promoting a solid and lasting relationship.
Like a website, a mobile app must be highly functional and have a fast learning curve, which is achieved through the development of an intuitive and consistent interface and design.
3. Provide interactive digital experiences
When we talk about Engagement, we must immediately think about how to captivate the user, giving added value to the interaction, that really makes him feel committed to the brand and happy for his relationship with it.
And that’s when interactive content comes into play, as it is capable of capturing the user, stimulating interaction and generating mentions, positively impacting the business process.
Among these contents, we find different types, such as:
- Infographics ;
- Questionnaires ;
Even within these materials, some stand out that become tools and functionalities that, in addition to captivating, satisfy user needs, such as calculators and templates.
For a better view, I share the example of this interactive calculator that the Cradlepoint company made to show how much money websites can be lost depending on the time that their Internet connection goes down:
Precisely, this functional value and the ability to solve problems makes the interactive content itself excellent exchange currencies, which stimulate the user to share data and take conversion steps to obtain it for free.
This also shows that interactive digital experience pages have an attractive Return on Investment rate, since they can generate Leads both today and in several months or years, as long as they maintain their usefulness and relevance.
In addition, they offer the following advantages related to Engagement:
- Improve SEO, by increasing the user’s residence time on the page;
- Generate backlinks, for being shared on social networks and blogs;
- Allow understanding consumer behavior by the data provided in each interaction;
- And many more.
In this complete guide you will see the details of how interactive content can benefit a digital strategy:
4. Put the product at the center of the strategy
Placing the product at the center of your strategy, as dictated by product-led Growth, also favors Engagement.
For this, it is not only necessary to turn the product into the main income generator.
It is also important to use it as a source of loyalty and satisfaction, making them interactive and highly functional.
For example, in the case of technology companies, they apply this criterion by developing software that allows solving needs and doubts quickly and easily, within the same tools, as well as interacting with support representatives.
This creates a sense of belonging over the product and improves the business relationship.
In addition, each user interaction on the platform indicates how involved they are with the solution they offer and how much value they identify in what they are using.
That feature can be put into practice even to generate new leads and clients.
For example, if you offered a user a free 30-day demo on your platform and realized that he managed to achieve many valuable interactions on his pages during that time, it is a clear sign that he has great chances of hiring the paid version when the decision comes.
5. Adopt a close, friendly and human tone of voice
Today’s consumers do not want to encounter large corporate networks, but organizations with a human sense.
Also, they prioritize brands that entertain and captivate with their communications, with a high degree of creativity and authenticity.
In fact, 3 out of 4 social network users prefer to follow brands that spread messages and ideas with humor, without following strict formalism.
For this reason, both on your networks and on the blog and other communication channels, assume a friendly and human tone, while applying Storytelling best practices.
Engagement Is The Key of Marketing. Very good! You already know what Engagement is, how you can measure it, and what are the keys to promote it. As you can see, this is a key aspect in the digital presence of your brand and, in general, in its relationship with users and customers, as well as the market in general.
Using interactive content, constantly optimizing your website and other efforts that captivate and eliminate points of friction will help you promote a high level of commitment, and enjoy all the benefits that this entails.
Let’s do it!