Five Steps Toward Customer Engagement

Customer EngagementIt’s like making new friends. When you first meet, conversations will be superficial. As you learn more about each other you start to discover common interests. Over time, you start to trust one another and are more open to exploring topics that are more relevant on a personal level.

In business, the goal is to have prospective and current customers talk to us about their challenges and issues so we can share ideas with them. When someone lands on your website, it means you’ve already created some form of awareness about your company. Now you have an opportunity to engage them in a conversation. If all goes well, you can start to build a relationship.

Here are five steps that will help with that process:

  1. Offer something of value: Build a resource area with articles and whitepapers, or publish a blog to show thought leadership in your area of expertise.
  2. Ask who they are: Most people understand that they have to give up a bit to get more. As long as you use a simple web form and are offering something of value in return, most people are happy to provide their name, company and email address.
  3. Say thank you: It’s important to acknowledge new contacts with a welcome message (preferably personalized) that shows your appreciation for their interest and invites them to learn more.
  4. Show you can be trusted: Be thoughtful about how often you send messages to your list and be sure to comply with CAN-SPAM regulations, especially for opting out.
  5. Target your outreach: Make sure the messages you send are relevant. Consider creating a content map that aligns your distribution strategy with buyer stages – someone doing research on your industry might be looking for general whitepapers or webinars, while someone that is in the final stages of the buying cycle might be looking for justification such as case studies or recommendations that show why your company is the right choice for them.

There are a myriad of tools that help capture leads, manage content and communicate effectively with the people in your database. No matter what tool you use, these steps are important.

If you need new ideas about how to engage more deeply with more of your prospective customers we’d love to help! Fill out our contact form – we promise not to abuse the privilege of engaging with you!

Posted by Linda Jackson    |    December 3, 2012