Operating a business during a global pandemic is no easy feat. Many traditional businesses have made the temporary or permanent transition to a remote business model, which makes it all the more important for your cloud-based business to stand out.
A common issue that marketers face when adapting to a changing market is maintaining and increasing customer engagement.
In lieu of in-person interaction, remote businesses rely on social media marketing to increase engagement and direct more traffic to the website. To improve engagement, it’s important to optimize your business’s presence across multiple social channels.
Whether you’ve been operating a web-driven business for years or recently made the transition, boosting customer engagement is a top priority.
This guide breaks down what every remote business needs to know about increasing engagement rates and building lasting customer relationships.
Know Your Customer Base
Before you can begin to track engagement, it’s important to identify which audience groups will benefit the most from your business’s services. Doing so will inform your marketing efforts going forward.
While there’s always the possibility for customer overlap, specialized services typically appeal to niche audiences.
If you own a boutique e-commerce business, your target audience will have different characteristics and motivations than, let’s say, the target audience for a martech tool.
Markets and motivations have shifted in the past year. So ask yourself — who is your remote business’s target audience today?
It’s an important step to consider how factors such as age, education, and location define your target audience. Do your services appeal to certain professions? Is there potential to extend your audience outreach?
Once you identify your target audience’s demographics, you can use analytics from website and social media audits to determine if your marketing strategies have been successful.
1. A Website Audit
A website audit reveals how your customers interact with your site over a given period of time. If your website includes a blog, this will be a significant factor in the audit process.
During an audit, you can determine which articles are attracting more viewers and which aren’t. You have the opportunity to refresh your approach and explore new ways of directing prospective customers from your blog to your offered services.
Evaluating your current pricing page is also a necessary part of the process.
Is the pricing page visually appealing and easy to navigate? Are the prices competitive? Is there a demand for a new type of service that you might include in a package?
As you conduct a website audit, consider these questions, and address any issues that arise. From this point, you should analyze your customers’ purchasing trends over a period of time and develop a plan to increase your business’s ROI in addition to customer engagement.
2. A Social Media Audit
A social media audit catalogs how effective or ineffective your social media marketing strategies have been so far.
With the information you get from conducting regular website audits, you can compare changes in website traffic with your marketing efforts on social media channels.
If you start integrating more paid posts and SEO-driven content, this can put your remote business’s social media content in front of more people. An audit allows you to track follower growth and determine which posts receive the most engagement.
This data informs your approach going forward.
To better understand your audience, it’s necessary to evaluate how customers interact with your business.
How Customers Interact With Your Business
As a remote business leader, you’re invested in the success and growth of the business. If your team doesn’t actively work toward building better customer relationships, the business may become stagnant or worse.
Your customers interact with your business through social media channels, email, and reviews on your website. Whatever the case may be, you should constantly refer to these different outlets to keep tabs on your customers’ experience.
When it comes to boosting customer engagement, you can do so in part by creating more opportunities for customers to interact with your business and team.
Create Opportunities For Customer Interaction
1. Optimize Social Media Marketing
Even the most experienced marketers who are well-acquainted with social media marketing need to double down on their efforts.
Though a regular publishing schedule helps you retain followers, organic posts aren’t always the most effective for quickly attracting new followers. It pays off to invest in more branded content and other forms of paid content across your business’s various social media platforms.
Regularly compare how followers engage with your content across Facebook, Instagram, LinkedIn, and other channels. Analyze which social media posts on different platforms receive the most engagement so that you can continue to target your customer base effectively. You may find you can forgo some channels altogether if your audience is not there.
If you manage your social accounts with a social media management software like Wootric customers Buffer or Hootsuite, this can simplify the process of gathering engagement data while also bulk scheduling content.
Once you identify how your buyers are engaging with your social channels, you can better optimize your marketing efforts to improve audience outreach. In doing so, your content will continue to generate higher social media and website engagement rates.
2. Virtually Connect With Your Audience
Scheduling virtual events is one way that remote businesses bridge physical gaps between the team and customer base, especially when conferences and other in-person meetups aren’t feasible.
If those involved don’t feel incentivized or engaged in the moment, engagement can plateau and attendance to your next event may decline. To ward off event fatigue, it’s important to think outside of the box when planning your next event.
For a company like Soundstripe that specializes in all things music and video, an event might take shape as a virtual live performance. For a SaaS business, you might host a virtual fireside chat with a Q&A or send attendees an activities kit to complete in real-time.
Your audience is likely sitting in front of a computer for hours each day, so take this opportunity to let participants stand up for a 20-minute dance break, yoga session, or other hands-on activity.
Creating opportunities for active engagement during virtual events or live streams can go a long way when increasing customer engagement and improving the overall customer experience.
Listen And Respond To Feedback
It goes without saying that you need to gather data about blog dwell time, prospect conversion, and sales to set your business on the best path for ongoing growth. With that being said, it’s important to go straight to the source.
Receiving and responding to customer feedback using microsurveys gives you insight into what areas of customer experience need to be improved. If there are any flaws in your services, or if the website or app is too slow or complex, these issues should be addressed with urgency.
The reason being — customers pay attention to how representatives with your business respond to criticism. When you address customer feedback in a direct and productive way, your business will maintain loyal customers and attract new customers that see the value in your services.
Before you can reach growth goals and improve engagement, you need to prioritize your customers’ experience and adapt accordingly.
Learn how Wootric can help you measure and improve the customer experience. Book a consultative demo today.