How Conversion and Engagement Fit Together in Marketing

In marketing, consumer engagement is a crucial element of success. Without it, your target market will slowly lose interest in your brand. 

Whereas engagement is essential, many organizations now make the mistake of making it the key focus of their marketing. 

What's the use of having an engaged audience with no conversions? At the end of the day, the purpose of marketing is to grow your customer base and increase revenues.

This is not to say that you should compromise engagement. In fact, with a clear understanding of your objectives, you will be able to capitalize more on it. 

As you develop your marketing strategy, consider it a journey, with engagement being the vessel that gets you to your destination; conversions. 

If you've been focusing too much on engagement and not getting as many conversions as you like, you're in the right place. This article highlights how engagement and conversion differ and explores some of the measures you can take to increase conversions. 

What Is Customer Engagement?

Customer engagement refers to a long-term relationship with your brand. It goes beyond one-off interactions. The aim of engaging customers is to make them feel important so that they stick around. You can engage consumers in many ways, such as developing content, social media, and more. 

The key here is to make your customers feel that your brand is hearing them. Unfortunately, this is where many brands get it wrong. They engage their target audience but do not offer a solution for them. 

As the customer feels too invested in the conversation, they expect that their concerns will be addressed or at least acknowledged. Failure to do so disappoints them, making this is a major missed opportunity for businesses.

Engagement does not mean that you must know everything about your target market. Instead, the objective is to learn what consumers like and use it as leverage to sell them more of the same products or services.  

Instead of worrying about engagement, make sure that your messages are relevant to the individuals who receive them. Then, take advantage of their concerns and use what they tell you to your advantage.  This does not mean that you only respond to customer queries or complaints once a year; it means making them feel like an essential part of your organization, regardless of the frequency in which you engage with them.

What Is Conversion?

Conversion refers to when website visitors or prospects perform the desired action, often making a purchase. This means moving people from interested parties to actual purchasers, and it reflects the success of your marketing efforts.

With good customer engagement, this will be much easier for you. It's not enough for customers to know about your product or service. They need to have enough trust in you to try it out.

The main difference between conversion and engagement is that one leads to the other. You can have a high level of customer engagement but low conversion rates if your marketing strategies are not on point. 

The key here is, as mentioned before, relevancy. You engage with your clients, but they do not see your efforts to address their needs. You Should be able to strike a balance between your marketing and sales strategies. Doing so ensures that they complement each other on the road to conversions.

Also, keep in mind that customers are invested when it comes to relationships with brands. The longer they are around and the more invested they feel towards your business, the higher the conversion rate.  Getting them to that point will take time and effort on your part, but it is a worthy investment for your business.

What Steps Can You Take to Increase Conversion?

Seeing that conversion is the ultimate goal of your marketing efforts, you need to be keen on it. Some of the measures you can take to improve it include:

1. Improving Customer Experience

When it comes to customer experience, there's no room for compromise. Data suggests that by improving customer experience, you can outperform rivals that do not by up to 80%.  

This is because satisfied customers are more likely to recommend your brand, and word-of-mouth is one of the best marketing strategies available.  

Here's what you can do to make sure that your clients have a great experience:

  • Build customer trust by addressing their concerns in a timely manner. This shows them that you care about their needs and are willing to go the extra mile for them.
  • Provide a personal touch to your online interactions with customers. This can be simple as adding "hi" or "hello" in your replies.  These seemingly small things will affect how they view you, so it is best to use personalization whenever possible.
  • Always make sure that you are solving the real problems of your customers.  Your competitors might be dangling discounts or other "perks" to entice them, so make sure you have a competitive edge that will give them no room to go elsewhere.
  • Make personalization a vital part of your marketing and sales efforts.  Find out more about their interests and where they want to go from there.

Implementing new features and products is important. However, you should ensure that you don't shift your focus away from improving customer experience.  This is a never-ending process; what was relevant last year may not be as relevant now, so it's up to you to find ways to keep your clients coming back for more.  

This will, in turn, improve your conversion rate as well as the number of referrals you receive from happy clients.

2. Use Analytics to Understand Your Customers' Needs and How They Are Reacting to Your Marketing Efforts

It is important to keep track of things on an ongoing basis if you want to understand how everything works. The more data you have, the better. This will help you determine your customers' needs and what is missing in their relationship with your brand.  

Monitoring your analytics will enable you to:

  • Identify problems with your marketing efforts and adjust them accordingly
  • Know where to focus on creating new content, including blogs, social media posts, and more
  • Understand what you should be promoting and where

Keep track of your competitors' marketing efforts; see what they are doing that is working for them. If you find a good strategy, adapt it for use in your business.  This doesn't have to mean copying their strategy, but it can help you identify effective strategies.

3. Focus on What the Customers Want

Developing great products does not equate to generating sales. To achieve desired revenues, you need to have great products and services that customers actually want.

Work with your customers to identify their needs and find out what they are looking for in a product or service. What more could you add that will be of added value to your customers?

Use this information when planning various activities. This includes developing:

  • Ads, promotions, and sales
  • Content for your website, blog, social media platforms, etc.

If you want to improve your conversion rate, focus on what your customers want and need.  This is important regardless of which stage they are in the buyer's journey. First, define their needs by asking them questions, then ensure that you provide them with what they expect.

4. Don't Describe the Product, Tell Customers How It Can Help Them

One mistake that brands make when marketing is assuming that consumers are interested in the products as much as they are. For your audience, it's all about how your services and products can provide a solution they need.

Therefore, instead of going into the technicalities of how products work, just explain the solutions they offer. Don't make it all about you; make it about the customers and how they benefit from your services.  This is a much more effective way of making sales and getting referrals.

5. Use Testimonials and Customer Success Stories

Consumers expect brands to have nothing but praise for their products and services. However, when the same comes from your customers, it's a different matter altogether.

By posting consumer testimonials regularly, you will build credibility and trustworthiness. Moreover, it can translate to a 62% increase in revenue. As such, if you aren't using testimonials, it's time to start now.

6. Use Tailored Social Media Campaigns to Target Specific Demographics

Social media is a powerful digital marketing tool. However, you can still enhance the effectiveness of your social media campaign. For example, instead of using campaigns targeted to a broad audience, segment them and customize a campaign for each. 

This is where Facebook audiences, Twitter lists, and Google My Business come in. You can create a custom audience of consumers whom you want to target for different occasions.  Moreover, you can be as specific as possible such as age range, gender, and so on.  

Engagement or Conversion

If you are weighing between engagement and conversion, you are missing the point. These are complementary aspects of marketing. Therefore, even as you work on increasing conversion, the question should be how you can leverage engagement. 

Sendlio is a platform that helps businesses engage with their audience effectively. Book a demo today to see how you can make consumer engagement an asset in your bid to increase conversions.

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