In the digital world, getting customers is still very important for companies, but it is no longer the main concern. At least, the ways to achieve this goal are not the same as the traditional ones, which invested in direct strategies to seek people. Currently, it is essential to strengthen engagement and communication with consumers, so that this leads to the realization of commercial relationships.
However, an attraction strategy can lead to a detrimental scenario: when you have good communication but still have no customers. In other words, it even communicates well, with well-used digital tools, but it doesn’t boost sales .
This is for a number of reasons that we’ll investigate in this article. So, if you want to learn more about the subject, be sure to check it out carefully.
Why is customer engagement important?
First, let’s understand the importance of engaging. After all, we do not want with this text to point to a conclusion that involving people is not necessary. We just need to go deeper into the concept.
Currently, it is very common to see commitment only as any type of routine interaction that occurs with company profiles on social networks , for example. Many users even think likes are necessarily good engagement. Reducing the concept to this is a problem and leads to misconceptions as to why it is necessary.
Engagement is concerned not only with reactions in social channels, but with the entire communication strategy of the brand with its consumers and potential customers that involves their active participation .
Therefore, it goes beyond the so-called vanity metrics and tries to understand the quality of these likes and comments. Therefore, it seeks to interpret the numbers and contextualize them. Likewise, it goes beyond social media and encompasses spaces such as email .
The main purpose of engaging people is to strengthen business relationships, beyond a simple purchase and sale commitment . The company better understands who its customer is, seeks to assimilate and understand their pain, needs and ambitions, so that they know how to communicate and establish a friendly relationship.
In this principle, the connection between the brand and the people becomes effectively horizontal, like friends talking, not like someone trying to impose a product or an idea from above. This is consistent with the modern mindset of Marketing and Inbound Marketing. It is also in line with the ideal of digital transformation .
So, engagement becomes a weapon to correctly position the company in the digital world, in which the customer already has a new, more active posture. The consumer is a person with greater power of choice and influence, with a greater sense of self-interest and with characteristics that make their decision much safer and less influenceable.
Thus, the idea of having a natural conversation with consumers puts the brand in a healthy way in people’s daily lives. As a result of all this, we have the notion of the active brand, creating exciting dialogues and bridges with people in a social way.
By making the process of relating to companies more natural, shopping on the website or in stores becomes more organic, too. Therefore, it is easier for the consumer to buy something, as the brand gains their trust. In addition, the customer is led much more spontaneously through the sales funnel , with nothing forced or no sudden skipping steps.
What are the main reasons for having engagement without customers?
As we’ve seen so far, engagement is instrumental in achieving more sales and expanding the customer base. However, there is an alarming problem: when a company even has good engagement, but does not convert these actions into concrete sales.
We arrived at the central topic that summarizes the problem of this article. Let’s understand, then, the reasons that lead a company to have an interesting engagement, but without getting customers.
Lack of action on the data obtained
If the company gets some engagement data—reactions, shares, mentions, responses, and feedbacks—it’s a mistake not to draw action plans based on it. These informational assets need to be seen as a starting point, a basis for conversion strategies and for attracting those customers. In this sense, for example, the organization can respond to these consumers and try to attract them personally.
In other words, it is necessary to be data-driven : analyze data related to involvement and take practical decisions that indicate specific actions to combat the problems raised and take advantage of opportunities. Thus, it is possible to transform engagement into real results.
Lack of information about latest product/service updates
There are cases where the customer is not aware of possible updates to the product/service and how the company can solve new problems they may have. In this type of situation, engagement can turn into a set of data that doesn’t generate concrete sales results.
Lack of measurement of customer feedback
This error is connected to the first one. Many companies don’t track and measure the feedback received by their customers, so they don’t know what they think. That is, they cannot understand the feeling behind the interactions and assume that these interactions are good, when they are not in many scenarios.
Monitoring and analyzing these reactions allows us to understand how the brand can adjust its processes, behavior and approaches to better satisfy consumers. By understanding a certain pattern in feedback, for example, the company better understands how the customer sees it.
Measuring feedback can be a challenge, as we are not talking about just controlling responses in social network X or Y. The ideal is to have a complete view of all customer interactions with the company and ensure a unified management of these dialogues.
Creation of irrelevant content
In many cases, there is an engagement, but the potential customer doesn’t move forward because they don’t get value from the company’s content. In other words, there is no consolidated strategy for breaking objections, for example, or a deepening of the themes worked on to generate value. Thus, the consumer feels suspicious about making the purchase decision.
Irrelevant content only creates the impression that the company does not have the expertise to deal with the customer’s problems. In many cases, their pain is very specific, associated with technical issues, and requires specialized knowledge.
To make the decision and invest, in fact, they need to trust the brand’s knowledge of the specifics of the subject. To demonstrate this, it is necessary to reinforce Content Marketing with approaches that are relevant .
Lack of understanding of customer behavior
When brands have good engagement and a good connection with the customer but fail to convert that into sales, perception of behavior can be an issue. That’s because the consumer is extremely complex, dynamic and definitely non-linear. To understand all these nuances, the company must make an effort to get to know its customers in depth.
Understanding each lead’s buying habits helps a lot. This understanding enables specific actions that lead the person into the sales funnel, going from engagement to a more serious commitment to the company.
Lack of care with micro-interactions
The purchase process is a final decision, followed by numerous other key moments in the relationship between brand and customer. Many of these circumstances are small and specific, such as a timely response or an outgoing email. The so-called micro-interactions are simple, short events that greatly determine whether the customer will decide to buy or become loyal .
Even in these micro-interactions, the company can gain trust and establish a connection with its customer. It is essential to be aware of all relationship processes and all stages, in order to optimize results and convert engagement into sales.
Lack of customization
Personalization is a must in the digital world. If companies communicate with their consumers directly or if they invest in creating relevant content to educate their leads, they must take this into account. As a result, some miss the opportunity to generate business by not fully customizing their approaches.
In this sense, it is important to have a good and defined brand personality, and to know your customer’s needs and preferences. Your brand and your customer must guide your actions.
Even though more general content may please people in communication channels, they will only feel safe to invest money when they feel real and specific value being generated. That is, only when they realize that this is a personalized offer, focused on their pain, from someone who really understands how to solve their problem. Personalization is what builds trust.
We’ve already talked about how the notion of engagement and the very conception of user/customer experience is very complex. They occur in different environments , in an unpredictable way. Therefore, another mistake that brands make is to leave the experience fragmented and disconnected in all these channels. Much of this is due to lack of data integration and lack of systems such as CRM .
Thus, the customer is not properly monitored, as the company does not have an integrated view of who they are in the most diverse communication channels. From this arises the problem of not tracking and measuring the feedback and what the consumer actually offers in reaction and response.
Lack of funnel vision
Finally, we can mention the problem of being without customers due to the lack of vision of the sales funnel. In many cases, high engagement of certain leads doesn’t lead to deeper results because the company can’t place those people in the funnel scheme. In other words, it is not able to understand if the consumer is close to the purchase or not.
Thus, they can incur 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 you to go beyond this mistake .
How to go beyond engagement and increase customers?
To effectively turn engagement into profit, some prerogatives must be met. One of them is the definition of a strategy with OKRs and KPIs .
OKRs are measurable goals that allow the company to know exactly what it should achieve and how it is going to do it. Therefore, they generate a clear vision of goals and targets. KPIs, on the other hand, allow you to monitor results and describe what is happening, as well as estimate how far the company is from its goals.
Another approach is to focus on breaking objections and impediments to closing deals. In many cases, something is getting between the organization and its engaged customers. It is necessary to investigate and find out what this factor is, and try to fight it.
As we’ve seen, high engagement doesn’t always equate to more sales: sometimes people are engaged, but companies remain without customers. It is essential to emphasize that involvement is important, but it must be carefully managed so that it truly becomes a sales strategy.