3 Profitable Strategies for Building Customer Engagement

Want to know your biggest asset?

Engaged customers. 

The depth of relationships between a business and its clients is one of the best predictors of lifetime value. Companies with improved customer engagement cross-sell by 22%, drive up-sell revenues from 13% to 51%, and increase order sizes by as much as 80%. 

Tailor Engagement Strategies for Your Customers

What might engagement look like for you? The strategies are as unique as your business! Here is one example:

Recognizing the power of holiday hospitality, the Penha Longa resort makes December travels extra special for its guests. While Christmas decorations might brighten the mood for lonely people, celebrations are even better for engaging guests. To get travelers involved in the festivities, Penha Longa gives guests bare, shrub-sized trees for their rooms, along with crafty kits full of everything needed for creative decorating.

This is just one magical, zero-tech model of connecting with customers. Instead of building relationships with social media or chat features, engagement is constructed through pipe cleaners, scissors, googley eyes, and a glue stick.

Any human-to-human connection will draw people closer to your brand because you offer people more than a message but an experience. While there is no bond-building formula, here are three principles for shaping your approach:

1. Personalize Products and Client Interactions

Due to the daily onslaught of digital noise, people ignore messages that aren’t specifically for them.

Adopting a conversational tone can make all the difference in cutting through this clamor. Whenever possible, address customizers by name. Use photographs of real individuals in your advertising, and use fonts or print materials that make your messages feel handcrafted and direct.  

You can also personalize products to build engagement, which is especially powerful in younger markets. This may be as simple as engraving someone’s name on a glasses case or upgrading products with matching accessories. French cosmetics brand Guerlain started offering customizable lipsticks by allowing clients to choose their own combination of case and lipstick color.

2. Incentivize Each Touchpoint

Customer engagement comes from every act of commitment people take toward your company, so make your communication reader-focused and action-oriented, like this:

Describe improvements you’ve made to your product: “Upgrade today for service that’s 20% faster.”

Pique interest by telling people about their account: “Spend XX more, and your reward points will qualify you for a 20% discount.”

Offer an incentive to come back: “Give us another try, and we’ll knock 25% off your bill for the next three months.”

3. Prioritize Loyalty Programs or Continual “Streams” of Encouragement

People don’t want to feel like they’re missing out on something.

When you add value to every engagement that a customer has with your brand, you’ll create a powerful switching barrier that makes it harder for people to shop from your competitors. 

Did you know that loyalty program members purchase more often and have an average order value of 12% higher than their non-member counterparts? Whether you use simple punch cards or elaborate tiered loyalty programs, remember that people like free stuff, and they love to save money.

71% of consumers decide to join a loyalty program because it gives them money off every purchase, and 63% join so they’ll receive a free product by signing on.

Put Relationships First

Dynamic relationships are probably the only guarantee for a strong return on your marketing investment.

With each enhanced touchpoint, engagement grows, and your influence expands. Invite customer participation and watch the magic unfold!

5 Low-Cost Customer Appreciation Strategies

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down simply by spending his money somewhere else.” 

~ Sam Walton (Founder of Walmart and Sam’s Club)

They say every business has three types of customers.

There are price-conscious people – clients who will leave if they find a better deal. There are fence-sitters – those who like your brand but could be persuaded to go elsewhere. And there are loyalists – people who are willing to pay more to maintain a relationship.

If you move people toward loyalty, your bottom line will thrive. The success rate of selling to new customers ranges between 5-20%, while that rate soars to 60-70% for existing customers. And a 5% increase in customer retention can increase profits by as much as 125%.

With limited time and energy, devoting some of your marketing budget to customer appreciation makes good sense.

Here are five simple ways to build loyalty by showing customers you care:

1. Handwritten Notes

Over 70 years ago, Hallmark crafted one of the most memorable slogans in history: “When you care enough to send the very best.”

The phrase was spot on – thoughtful written communication speaks volumes. When you want to touch your most valuable customers, a handwritten note is the gold standard. Though these notes take time, they really do work.

Put this goal in your task list and pen one appreciation note per day.

2. Giveaway Contests

Sharing is caring!

There is nothing like the word “free” to grab attention and earn fans, especially when you give away something of value.

As soon as you post a giveaway contest, your popularity will soar. Try weekly email giveaways featuring business books or tutorial freebies. Onsite contest entries or selfie social media posts that tag your brand are a fun option. Or build engagement with a “caption this photo” challenge.

3. Happy Kids, Happy Parents

When you put kids first, parents will notice.

What are some ways you can honor families in your line of work? It may be countertop treats, mini water bottles, waiting room play areas, a coloring contest, or sibling discounts. Even a fish tank or a set of wooden puzzles can boost the happiness factor by ten.

Appreciate your families by welcoming their kids.

4. Learn & Share

Whether you’re building your content marketing or strengthening B2B relationships, giving away wisdom is a no-brainer.

When you find a great online resource, a quick life hack, or a useful industry resource, make a point to pass it along. Or create tip sheets and videos demonstrating beneficial ways to use your product. Helping people succeed is a smart way to build relational currency.

5. Promotional Swag

Double your marketing efforts by combining a gift and your brand.

Stick your logo on USB drives, notebooks, stadium cushions, and more. People love getting something for nothing. And they’ll be reminded of your appreciation again and again.

Show Your Appreciation Through Print

As business author Michael LeBoeuf says, “a satisfied customer is the best business strategy of all.” Give people time, words of appreciation, or gifts and turn price-conscious fence-sitters into loyal followers and friends.

In a digitally saturated generation, print materials are one of the best ways to solidify your business relationships. Want to win over customers month after month so your business will thrive? When you’re ready to talk options, we’re here to help you inspire loyalty through print.

5 Print Marketing Pieces that will Woo Your Corporate Clients

Some of the most effective ways of communicating value don’t require looking up a website or downloading a mobile device teaser program.

In fact, non-digital marketing activities win over corporate clients regularly without ever needing to be plugged in. Here are five of them.

1. Business Cards

Yes, those traditional business cards are still winners.

Business cards provide critical contact information and enough detail on how to connect with an organization quickly. Whether by email, text, phone, or mail, the info on a business card is powerful.

People love business cards because they are easy to transfer, pack, save, and reference. In the corporate world, business cards still resonate.

2. Letterheads and Stationary

In a day and age when so much communication happens by email and texting, the traditional letter stands out, even in a mail pile full of folders and generic material.

Best used when conveying a personal connection, professional letterhead is loved by corporate leaders everywhere and often seen as a sign of respect to the reader.

3. Add to Your Digital Slidedeck

Digital presentations can be so commonplace that people are often bored to death by the lack of engaging multiple senses.

A quick fix? Add printed materials people can hold in their hands that support your digital presentation. A beautifully printed presentation contained in a clean and stylish folder is easy to carry and review hands-on later. Combine a print version of a presentation with a digital slidedeck, and you’re hitting a home run with both formats simultaneously.

4. Company Information Brochures

A tri-fold company brochure is a convenient marketing tool that easily fits in a jacket pocket or folder. And, like business cards and presentation folders, brochures engage multiple senses of sight, touch, and even smell. 

Unlike digital PDFs, professionally printed brochures can be visualized and held easily. They don’t get lost in files like emails and tweets. A well-done brochure with high-impact visuals gets shared with those who matter as well. They are often shown as an example of what’s possible with the right skills hired.

5. Everyone Loves Catalogs

Today, digital menus and scrolling lists have tried to replace catalogs online.

However, the traditional catalog publication stands firm because of its tremendous impact.

Sometimes, folks like to leaf through a well-designed paper catalog to relax and pass the time, which often triggers more sales.

Additionally, companies that provide catalogs are becoming more unique and a stand-out factor from the crowd. Folks do not always remember a general product, but they definitely remember who has a catalog.

Grow Your Business Through Instagram Marketing

If you're looking for a way to boost the results of your print marketing, integrate your next campaign expand your reach with Instagram!

Instagram is a cost-effective marketing tool that houses many resources to help your business grow.

As the second most accessed network behind Facebook, with 1 billion monthly active users, Instagram boasts highly engaged users, browsing an average of 53 minutes per day.

Instagram can be a handy tool if you’re trying to reach ages 18-44, as 45% of Instagram users are within this age group. 

4 Tips to Get Your Business Started on Instagram

Before initiating an Instagram business profile, it’s important to develop a marketing strategy.

1. Know Your Why.

Why do you want your business on Instagram?

For example, are you there to sell products, share portfolio content, build brand awareness, share user-generated content, and/or use Instagram’s analytic tools? When you discover your why, you’ll have a beneficial framework for moving forward.

2. Determine Your Target Market.

Think about age, location, gender, income, interests, motivations, & pain points.

If this is challenging, try looking up competitors on Instagram to see who their audience is.

3. Conduct a Competitive Analysis.

A competitive analysis is when you research your competitors to see how they are doing.

Then, using this data, you develop a plan to improve your own business. When doing this through Instagram, see what and how often your competitors are posting, what posts are getting the highest engagement, what they are using for captions, how quickly they are growing, etc.

Acquire data that can then be used as a benchmark for your business. You can also brainstorm ways you can stand out from your competitors.

4. Create an Editorial Calendar.

An editorial calendar is a visual representation of your workflow.

You can develop a plan for when, what, and how often to post on both your main Instagram feed and Instagram stories.

5 Tips for Gaining Instagram Followers

Now that your marketing strategy is in place, you can get on Instagram to grow your follower base and engagement. Here are some tips to get you started.

1. Create a Business Account.

Perhaps obvious, but make sure your business is under a business account.

Go to your profile page, click the three horizontal lines at the top, click settings, account, then scroll down.

If it says, “Switch back to Personal Account,” then you have a business account. If it says, “Switch to Professional Account,” your business is under a personal account.

No worries! Just click “Switch to Professional Account,” follow the prompts, and now you have a business account. This is important because it will give you access to useful features, including analytic tools, promoted posts, and a contact button.

Instagram’s analytic tools allow you to see who (age and gender), when, and where you generate the most engagement. You can also see data for follower growth. 

2. Make Sure Your Instagram Bio is Strong.

Your bio is your potential client’s first impression.

Add all the necessary information and use keywords that will draw in your target audience. 

Your bio is also the area where you'll put your call-to-action URLs. Because Instagram is image-based, URLs don't work well on each post. Instead, update your bio URL to correspond with anything unique you're posting.

3. Create a High-Quality Instagram Feed.

Ensure that your Instagram feed flows nicely by choosing consistent editing styles and adding filler photos.

Filler photos are posts that serve to improve your Instagram feed’s aesthetic. They are important because Instagram is such a visual app. Space out busy photos with minimalistic ones. You can even try posting six to nine photos in a row to create one large picture on your feed.

4. Don’t Forget to Use Your Stories.

Because Instagram stories disappear after 24 hours, they’re a great way to post various content and drive engagement.

Plus, thanks to Instagram’s stickers, you can create quick polls to drive follower engagement while simultaneously receiving follower feedback.

5. Add Instagram to Your Networking Cards.

Networking cards are business cards that highlight your social media presence. They are a great way to increase your follower base and sales.

Instagram is a wonderful tool to grow your business. Apply the above advice, so you can stand out and increase sales.