In an increasingly competitive (and often global) marketplace, small and large businesses alike are faced with the same dilemma: How can they not only attract new customers but retain them and secure their loyalty for the long term? With so many buying choices available to today’s consumers, how can one business in a sea of companies deliver a positive and lasting impression? While there probably is not a single answer to these questions, one strategy could be highly effective toward reaching that end goal: using engagement to create personalized customer experience.

Segmented Marketing

If your company is not making full use of the digital resources available, you might as well point potential customers in the direction of your competitors that are doing this – because they will likely find and engage with your target demographics eventually anyway. By using performance analytics on your websites, social media pages, and email campaigns, you can isolate various user segments in one of the most efficient ways possible.

Leveraging User Data via Engagement

Once you understand the power of analytics to understand your audience, you can take steps to personalize your engagement with them. Using strategies that have been established as effective is important, of course. An example of this might be sending different email newsletters based on which of your emails various subscribers have clicked on in the past.

By personalizing the experience even further, you could take it to the next level for your customers. This could be accomplished in a wide range of ways. One option is to make recommendations for future purchases based on those made in the past; if a customer buys an item or two on your e-commerce site, you might email that person a recommendation of value-driven packages designed to streamline the customer’s buying choices. Another way to personalize engagement is to use social media analytics to send specific content to users; you can do this by paying attention to their public discussions and patterns on social media.

Making It Personal

No matter which marketing strategies you employ, don’t forget that the more individualized the process is, the greater the impact it may have on customer experience. Whether you use digital analytics of online engagement, or you remember each shopper’s name and preferences as they frequent your bricks-and-mortar store, keep it personal. Many customers will appreciate that your business cares enough to make the effort, and that could have a significant effect on retention rates and sales.