Personalization is a mandatory aspect in the digital world. Whether companies communicate with their consumers directly or invest in creating relevant content to educate their leads, they must take this into consideration.
Therefore, some lose the opportunity to generate business by not fully personalizing their approaches.
In this sense, it is important to have a good and defined brand identity and to know the needs and preferences of the client. Your brand and your client must guide their actions.
Although more general content may please on communication channels, the public will feel safe to invest when they feel that there is a real and specific value being generated.
That is, only when they notice that it is a personalized offer, that satisfies their problem and that it comes from someone who really understands how to solve it. Personalization is what reinforces trust.
Fragmented experience
We have already talked about how the notion belize phone number list of engagement and the very concept of the user/customer experience is very complex and occurs in various media, in an unpredictable way. Therefore, another mistake that brands make is leaving the experience fragmented or disconnected in all those channels.
Much of this occurs due to a lack of data integration and lack of systems such as a CRM.
In this way, the customer is not properly monitored, because the company does not have an integrated vision of who they are in the various communication channels. This leads to the problem of not measuring feedback, reactions or responses from customers.
Lack of vision of the sales funnel
Finally, we can mention the problem of not selling due to a lack of vision of the sales funnel. In many cases, the high engagement of certain communicate through colors leads does not generate deeper results, because the company fails to position those people in the funnel.
That is, they are not able to understand whether the consumer is close to making a purchase or not.
In this way, they can engage in very incisive and direct actions for people who are not yet ready to buy or in attempts to educate and teach those who are already mature. Smarter management of contacts and interactions allows us to solve this error.
How to go beyond engagement and increase customers?
In order to transform engagement into profit, it is indeed necessary to address some prerogatives. One of them is the definition of a strategy with OKRs and KPIs:
OKRs are measurable objectives that allow chine directory the company to know exactly what it must achieve and how to do it. Thus, they generate a clear vision of the goals and objectives;
On the other hand, KPIs allow you to monitor the results and describe what is happening, as well as estimate how far the company is from its objectives.
Another approach is to break down objections and impediments to closing deals. In many cases, there is something between the company and its enthusiastic customers. It is necessary to investigate it, find out why you are not able to sell your product or service and combat the problem.
As we saw, engagement is not always synonymous with sales; sometimes, people are enthusiastic, but companies still do not sell. It is essential to emphasize that engagement is important, but it must be managed carefully so that it really becomes a sales strategy.
Did you like the content? Then understand the engagement metric better in our article on Customer Engagement: how to follow this metric to retain your customers for longer.