This slide from a presentation by ExactTarget.com showcasing the “5 Digital Trends Changing Business” is very interesting. It elegantly describes the Customer Engagement Process, and notice that I said process. Not many businesses understand that this is what it is, and that there are many steps involved. They get frustrated after they have implemented one or two promotions with no seeming success.
The Process starts with Building Awareness using online marketing, brochures, print advertising, television, radio, whatever works for your customer demographics. At this point, potential customers start making Comparisons between your products and services and other offerings using online searches, blogs, social media and old fashion leg work. The next step should be the Purchase decision.
Hopefully, the experience with the business was a good one because consumers often use Social Media to endorse and comment on Products or Services and sign up for company newsletters and future promotions. This is the point where they are engaged, are predisposed to purchase from you again, join your loyalty programs and advocate for you to their network of friends.
As you can see, it is not one single promotion or piece of information. To be successful a Marketing Strategy should include the right kind of content and contact throughout the buying cycle. Once a business understands the steps involved in the transition from Business Getting to Business Keeping, it can better manage the key customer contact points and increase its sales.