Chapter 7. Customer Engagement Strategy

There’s no secret that consistent engagement with your existing customers provides long term yield. However, creating a sustainable strategy that doesn’t completely drain your energy yet allows scalability can take some time to figure out. Let us save you the headache and share with you our top 5 tips on crafting a strategy that works for you.

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1. Focus on what is important

Start off by thinking about what is important to you when it comes to customer engagement. Is it to build lasting relationships? To drive repeat sales or is it to create a loyal fan base that will act as your brand ambassadors? 

Majority of the time, you will find that it's all of the above and more, however, you should prioritise what's the most important because this will impact how you will engage with certain segments of your customer base.

2. Focus on who is important

Once you’ve decided on what is the most important to you, then you need to filter through your customer base and target those that match your focus. For instance, if your first priority is to build lasting relationships that will turn into a loyal fan base which will ultimately drive repeat sales, then you would want to focus on those customers you can turn into friends. These people could have common interests to you, share the same passion and believe in your vision. On the other hand, if your first priority is to drive repeat sales which will lead to a loyal fan base and therefore build lasting relationships, then you will need to focus on customers who are more likely to buy from you again. The relationships you build with these people are different from those you become friends with as these relationships tend to be more transactional rather than based on friendship.

3. Set up a system that is scalable

As you can probably imagine, building a solid customer engagement strategy takes a lot of work. You want to make sure that once you find a system that works, you find a way to do it at scale. Whether that’s setting up an email automation series or setting up regular catch-ups either individually or as a group, you need to set up a system that can be replicated over and over again.

4.Test and re-iterate

As with everything else, the more you test, the better the results. Review your strategy every 6 months to see if there are ways to improve. Keep a pulse on what your competitors are doing and constantly check in with your customers to see how they are finding the way you engage. 

5. Do it consistently

With all the other elements of running a business, sometimes it's hard to keep this up consistently. There is so much going on on a daily basis, you could be focused on acquiring new customers, running new marketing campaigns, finding new stock to sell that you neglect one of the most important assets of your business, your existing customers. You need to remember that in most cases, you won’t be making a profit from an individual until their second or third purchases, so there is no point in you acquiring all these new customers without fostering relationships with your existing customers to drive the most return on your investment. 

And there you have it! Follow these 5 steps and you will be well on your way to creating a customer engagement strategy that works for you!

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