What Is User Engagement?
User engagement is an interaction between businesses and their customers across online and offline channels. User engagement can be measured by various KPIs like the number of downloads, time spent on pages, sign-ups, and more. Let’s talk about some user engagement strategies to use.
The better you are at engaging your users, the more value you can yield from your audience, be it conversions or acquiring new users to your umbrella.
According to a study by Rosetta, customers buy 90% more frequently when highly engaged and spend 60% more per consecutive transaction. In addition to that, these customers are five times more likely to make the brand their sole preference for future purchases.
Why Is User Engagement Important?
There are various reasons that businesses focus on user engagement. The aim differs from one brand to another. However, some of the common objectives behind leveraging user engagement are as follows:
Enhance Brand Connectivity
If you engage your users through brand awareness programs, they will associate with your brand as a leader in your market. This will, in turn, build the trust of your users in your brand.
Increase Product Profitability
Marketers can use user engagement to study product analytics. And upgrade the product that yields the maximum engagement.
Gather Useful Customer Insights And Feedback
User engagement can become a brilliant source of unique insights from your users.
As brands proceed with engagement, they tend to ask for feedback, do surveys and polls, and gather information through all of it. This information can be used to make changes in your products or services, or use it for the betterment of the brand.
How To Engage Your Users?
- Build engaging content.
- Prepare a complete email marketing plan.
- Send push notifications.
- Emphasize improving customer experience.
1. Build Engaging Content
The first place where your users get familiar with your brand is your website, social media handles, etc. The content of your website should be engaging enough to hook the visitors and users in the first place.
Engaging content could be the one thing that prompts your users to take specific actions after consuming the content. You could offer unique information, a new idea, etc., to make it more engaging.
Some of the aspects you can consider to build engaging content are:
Include Visual Content On Your Blog
The visual content has more potential to grab the attention of your users. Through infographics and visuals, it’s easy to understand and convey the meaning of the text in a way more powerful way.
Focus On Shareable Content
Shareable content is one that users quickly relate to and feels connected to. Shareable content could be a short blog about tips for managing work from home, five daily SEO checks for marketers, and so on.
The core idea behind shareable content consists of:
- It should provide solutions to users’ generic queries and a lot of other data.
- It should have an emotional factor for varied audiences to connect.
- It should follow current trends, popular topics, and discussions.
Make Your Blog Sound Right
Your blog should follow a conversational tone. Set the consistent tone of your content assets as they will stay on your website for a long time. And be consistent in it.
You can choose a content tone to be formal or a mix of formal and informal and keep it engaging simultaneously.
2. Prepare A Complete Email Marketing Plan
Email marketing has been long used to promote products and services. However, there’s more to it than only just that. You can use email marketing to build relationships with your customers. The better you engage your customer relationships, the more you retain them for the longer run.
Here are some of the things you can do to prepare your email marketing plan.
Set Specific Goals For Your Email Campaigns
While setting up your email campaigns, focus on one or two goals to be achieved from it. This will make sure you have something at the forefront to achieve. Some of the goals you can set are:
- Increasing website traffic.
- Building email list.
- Increasing open rates of your email.
Research Your Audience
To engage your audience through relevant and contextual campaigns, it’s crucial to study your audience first.
Study your user’s needs, and create profiles based on demographics, location, pain points, buying behaviors, and more. Detailed information about your audience would help you to prepare targeted campaigns.
Based on your user’s profile, create mail content that defines your audience’s interests and keeps them connected to your brand.
Create Segmented Lists For Email Recipients
Once you do your pilot research on your email subscribers and users, it’s time now to bring it into implementation. Create segmentation of your users based on parameters like the industry they belong to, such as eCommerce, Edtech, blogger, media website, etc.
Or you can create an audience segment of your choice.
Once segmented, send specific campaigns to your audience.
For example, if your content speaks about ‘How to market your eCommerce website?’, send it to users from the same industry. The campaign relevancy will lead to fewer unsubscribe rates and increased engagement.
Track And Monitor Your Email Campaigns And Improve Your Future Campaign Metrics
The most crucial process for email marketing is monitoring it to analyze results like open rates, CTR’s, conversions, etc.
You can do split testing to determine which campaign is performing well and which isn’t. And proceed further with the best performing campaign.
Tracking and analyzing your current campaigns will make sure you make your future campaign better than ever before.
3. Send Push Notifications
The most effective way to engage your users is through strategically designed push notifications campaigns. A strategically planned push notification campaign is the one that considers the user’s best available timing, the frequency of the push campaigns, the optimized push content copy which includes titles and the message body, the CTA button, and more.
Push notifications are effective than other customer-interaction platforms like email, SMS, etc. The reason includes:
- Push alert delivery straight to users’ devices.
- One-click user interaction to revisit the website.
- Higher delivery rates and 10-15 times better click-through rates and view rates.
- Drives consistent traffic to your website through daily campaigns.
- You can automate your push campaigns using an RSS-to-push feed.
To send push notifications, you can use Truepush. It’s free and allows you to send unlimited campaigns to unlimited subscribers.
4. Emphasize Improving Customer Experience
Customer engagement is closely intertwined with the quality of customer experience. The better you provide customer experience, the better you engage your users.
Some of the main objective to build your efficient customer experience strategy are as follows:
- Provide a seamless navigation experience to your users on your website homepage.
- Be available for your users in real-time through live chats. You can use drift for live chat support on your website.
- Get your user’s feedback to make them feel valued. Every user feedback you take, analyze it, and make improvements accordingly.
Remember that you can increase user engagement significantly by improving and optimizing your customer experience. A good customer experience builds a brand reputation, which substantially increases word of mouth and brand loyalty.
User engagement strategies are a long process where results could take time to reflect in your analytics. However, being consistent in the strategies mentioned above will reflect in your user engagement outputs like an increase in website traffic, page view time, bounce rates, number of signups, number of downloads, and many more.