Engagement ” is one of those English terms that doesn’t have an easy translation, or at least not in a single word. Literally, it means ” engagement “, but in the world of marketing , engagement symbolizes the long-term relationship with our users.
A simple definition could be that engagement is the brand’s ability to engage the audience and create a long-term commitment that ends up leading them to become customers and positively influence the company’s objectives.
According to this global conception of engagement, there are many indicators that we can use to measure it: visits to the page, subscribers to a newsletter, comments and “likes”… Choosing one or the other as a KPI will depend on the company’s objectives and strategy. company, but in any case it must be very clear that the concept of engagement is independent of the channel and we must work on it in all the platforms in which we move (web page, blog, mobile marketing , emails…).
I say this because, to this day, engagement is still associated with the number of “likes” and comments on social networks. And while this may be a good metric to look at, it’s by no means the only one. Also, do not confuse indicator and objective: the final goal is not to increase the number of likes, but to use this figure as a clue about the relationship of users with our brand . Thus, we will avoid falling into aberrations such as the purchase of fans and likes, which does not contribute at all to achieving the objectives of the brand and, on the contrary, can even turn against us.
The four E’s of engagement
To delve a little deeper into the concept of engagement, I find Jamie Anderson’s approach very interesting, who argues that engagement is based on working the four “e’s”:
- Excellence . In a world saturated with brands, to stand out it is essential to do things more than well. People are not perfect (and neither are companies!), but it is interesting to aspire to do things as best as possible within our possibilities and above all, try to improve continuously.
- understand . To really connect with the consumer, we need to continually put ourselves in their shoes. We have to show that we are there, that we listen to them, that we truly understand their needs. Empathy above all.
- exclusivity . By exclusivity, we do not mean creating luxury products within the reach of only a few, but personalizing our offer as much as possible so that customers feel special. A good segmentation will help us to make them feel that the treatment is truly personal and unique.
- E-commerce . Because deep down, we cannot lose sight of the final objective of our strategy: to increase sales through both physical and digital channels. In the words of Anderson, “the sum Sudan Email List of the three factors above is what makes us crazy people at Apple pay extra for their products and that fans of Lady Gaga buy her music instead of downloading it for free.”
Why engagement is a crucial part of your strategy
Engagement is one of the most well-known terms in the marketing world for a good reason, and that is that it is one of the most important metrics to determine the success of your strategy.
By its very definition, engagement is about building long-term relationships with your community. It is about creating authentic fans of your brand, who buy your products, repeat and recommend them to their acquaintances. In this way, we see that engagement not only improves sales results but also reduces the cost of acquisition , since looking for new customers is always more expensive than keeping the ones you already have. And also, thanks to the recommendations, your current clients can do the prospecting work for you.
Engagement is also a metric to take into account to measure the health of your online community and the interest in your company. Thanks to digital marketing, we have the opportunity to be more in touch than ever with our current and potential customers. And that closeness is precisely what we can exploit and measure thanks to engagement.
Lastly, engagement is also a powerful force in driving TR Numbers users to action and moving them through the conversion funnel . Taking care of the relationship with them from the first contact, we will limit dropouts and create a more efficient customer journey.
