What Is Marketing Brand Engagement? Strategies and Examples
Having an effective marketing brand engagement strategy is becoming increasingly important for businesses in today's competitive landscape. This type of engagement requires companies to take an active role in understanding their customers and providing personalized experiences that meet their expectations.
Recent research has shown that although 75% of companies believe they are delivering first-rate customer experiences, half of the consumers disagree. Furthermore, the majority of customers (74%) believe that brand loyalty is rooted in feeling understood and appreciated by the company.
To succeed in today’s market, companies need to focus on engaging customers with relevant, tailored experiences if they are to stand out from the competition and build meaningful relationships with potential buyers.
Each organization must then decide which approach best fits its goals and capabilities. There is no “one-size-fits-all” solution when it comes to brand engagement strategies; however, companies that invest in this type of customer experience will benefit from improved customer satisfaction, increased sales conversion rates, and longer-lasting relations with customers.
Let’s take a closer look at brand engagement, how to measure and boost it, and the five best examples of companies using innovative strategies to build brand loyalty.
What Is Brand Engagement?
Marketing brand engagement refers to the process of building a connection between a brand and your target audience. It’s about creating an identity that resonates with your consumers and makes them feel an affinity toward your brand. This can be achieved through a combination of strategies, including advertising, social media, content marketing, and customer loyalty programs.
At the heart of engagement is creating a brand that stands out from your competitors and speaks to your target audience. This requires a deep understanding of your consumer's needs and desires, as well as a clear understanding of your unique value proposition (UVP).
By creating a strong, emotional bond with consumers, you can foster brand loyalty and advocacy, which will lead to increased customer sales and a stronger market position. Keep in mind that customers are usually very passionate about their favorite brands and they will go above and beyond to support them—the essence of brand engagement.
What's the Difference? Brand Engagement vs. Customer Engagement
Understanding the differences between brand engagement and customer engagement is the key to developing the right marketing strategy. While brand engagement is about creating awareness and a positive perception of your company, customer engagement is about nurturing those relationships throughout the sales process. Here's how these concepts work:
Brand engagement builds a relationship between a consumer and your business, often through the use of targeted marketing and advertising campaigns. It’s focused heavily on creating a positive image and establishing your company as a trustworthy brand.
Customer engagement refers to the ongoing interactions between your company and customers. It encompasses all the touchpoints that a client has with your business, from pre-purchase to post-purchase support. It’s about establishing a relationship that goes beyond the initial sale and into long-term loyalty for your products and services.
How Do You Measure Brand Engagement?
Measuring brand engagement is a complex process but essential for any company wanting to grow its business. A brand engagement strategy should involve tracking consumer interactions with your company over time.
Brand engagement may include things like customer reviews, social media activities, visits to websites, email open rates, and click-throughs on ads. As well as measuring the quality of interactions between brands and customers, your brand engagement metrics should also measure the number of interactions, for example, the number of times people share a post or view your advertisements.
By evaluating these indicators together, you’ll be able to create an accurate picture of how engaged your consumers are with your brand. With this data in hand, you can refine existing marketing strategies or devise new ones to increase brand engagement.
How Do You Boost Brand Engagement?
Crafting a unique and remarkable customer experience is necessary to increase your brand's presence. After all, relationships with customers are built upon individualized approaches with tailored messages for each user.
To attain loyalty from consumers, it's important to keep them in the know about new products or services, events, and promotions while responding quickly to their inquiries. But what’s the key ingredient?
Quality content. This will prove advantageous when interacting with customers, as it allows you to build credibility among those who use your brand. You should focus on producing relevant content that interests the consumer, respond quickly to customer feedback, and use data-driven insights effectively.
Furthermore, having effective communication channels will also increase brand engagement and give users options for how they interact with your brand. Here are some of the best content marketing tactics for outreach:
- Active blog pages
- Social media
- YouTube videos
- Email subscriptions
- Customer support
- Customer reviews
By incorporating these strategies into your overall marketing campaign, you'll have the winning ingredients to best engage current and potential customers and increase the desire for your brand.
5 Top Brand Engagement Examples
Successful brand engagement is an essential part of any marketing campaign, as it can help businesses build strong relationships and drive long-term loyalty. Here are five of the best examples of companies using innovative strategies to build their brands:
Slack is a popular communication app and highly engaging platform with a unique brand identity. The company has created a distinct voice and tone that is both professional and vibrant, which resonates with its users.
Slack's marketing brand engagement focuses on building a strong community around its brand, encouraging users to share tips and tricks and customer stories, which create a sense of belonging among users.
Furthermore, the company has embraced social media and content marketing, creating engaging messaging that speaks to the needs and interests of its target audience. This helps build trust with customers, which has in turn led to higher customer retention with users.
By creating that emotional connection with its customers, Slack has become one of the most popular and beloved brands in the industry.
Hubspot is one of the most successful brands when it comes to digital marketing due to its extensive brand engagement. The company has implemented effective strategies that place business growth and customer experience at the center of its success.
The company's CRM platform offers a wide range of tools and resources to help businesses improve their marketing, sales, and customer service efforts. HubSpot has also built a tight community of users and advocates through its educational resources, such as its blog, podcast, and online academy.
Another strategic approach HubSpot uses is hosting virtual events, inviting a wide array of industry experts, thought leaders, and potential customers to share their insights. By providing valuable content, such as talks and webinars relevant to their audience, HubSpot has crafted a dynamic experience that promotes lasting relationships with customers.
Salesforce is widely regarded as a great example of brand engagement. The company has built a large community of customers, advocates, and partners who are passionate about its products and services.
The company has also developed a well-known brand identity that is instantly recognizable and has become synonymous with innovation, technology, and customer success. By actively engaging with its customers, Salesforce has been able to create a loyal following that has helped drive growth and profitability.
Salesforce also has an impressive AI-powered chatbot, which gives businesses the ability to create better customer support, improved customer experience, and greater satisfaction overall.
Moreover, the company is considered a thought leader in the industry, hosting events and conferences that bring together sales leaders and experts to discuss the latest trends and best practices. Prioritizing customer success, Salesforce has become one of the most trusted and respected brands on the market.
SurveyMonkey is a leading online survey software company that has mastered the art of external and internal brand engagement. By using its platform, businesses can create and distribute surveys to collect feedback and gain valuable insights from customers, employees, and stakeholders.
Additionally, SurveyMonkey offers a wide range of customization options, which allows businesses to create surveys that provide unique experiences for customers. You can also send surveys to specific segments for precise targeting and messaging.
SurveyMonkey also provides easy-to-understand analytics that can be used to interpret feedback, which helps brands better understand their strengths and weaknesses to boost customer engagement strategies in the future.
By optimizing the user experience, SurveyMonkey has been able to establish itself as a top brand in the industry, with a dedicated following of satisfied customers who appreciate the platform's simplicity and effectiveness.
Optimizely is a great example of brand engagement due to its focus on creating a personalized experience for its users. Optimizely’s digital experience platform (DXP) offers a powerful combination of website personalization and experimentation, allowing customers to conduct A/B testing within their platform that yields real results.
By offering consulting services alongside their software, Optimizely enables users to further customize the process and make sure they're getting the most value out of their brand engagement strategy as possible.
What sets them apart is the comprehensive approach they take, giving users access to webinar resources, dedicated support teams, and personalized customer service—all in addition to detailed analytics reports with actionable insights to drive improvements.
Thanks to this strategic plan, it's no surprise that Optimizely has remained one of the most successful brand engagement strategies for digital businesses today.
Build Your Marketing Brand Engagement
At its core, building brand engagement is about earning trust with your audience and encouraging them to take action. It's essential to understand the importance of fostering relationships with your target customers—especially since 83% of consumers have to trust the brand before they consider buying.
Locating opportunities to build powerful relationships and increase advocacy can go a long way toward developing trust and influence with your targeted audience. Take advantage of social media and content marketing strategies to provide value and get people interested in what you’re doing. With just a bit of effort, brand engagement will make all the difference in your business's success.