Engagement, a term increasingly on everyone's lips and of great importance for companies and the world of Online Marketing.But do you know what engagement is and how it translates?
To answer these and other questions, in this post we talk in detail about EngagementWe will explain in detail what types exist, what the translation of this term is and, most importantly, how you can increase engagement for your brand.
Do you want to know all about it? Stay and we'll tell you all about it!
What is it and what is its translation?
Engagement is an Anglo-Saxon term that is difficult to translate into Spanish, since it its literal translation: commitment, falls far short of a precise definition..
For this reason, when it comes to finding a translationto do it the right way, we are forced to use more than one word. We could commonly define engagement as the degree of commitment that users or customers have with a brand or company..
But... Engagement refers only to the involvement of users or customers with the company? Not at all, here we tell you about the different types of Engagement that exist - read on!
Types of Engagement in the business world
Employee Engagement
The Employee Engagement, translated as employee engagementis a concept which goes hand in hand with the Employer Branding and refers to the emotional bond or degree of commitment between employees and the organisation.
As you can see, Engagement is a term that is also used internally in the company.The fact is that a company with an emotionally committed workforce will always obtain more and better results as a result of the greater degree of involvement of its employees.
Customer Engagement
The term "Customer Engagement" or Customer Engagementrefers to the interactions between the brand and the customer, which the customer chooses to make.
According to the definition provided by the recognised leader in Social CRM Paul Greenberg, "The term customer engagement refers to the continuous interactions between the company and the customer, offered by the company, chosen by the customer".
Therefore, it is a very useful metric for quantifying the degree of engagement between customers and the company. thanks to the different interactions that take place.
User Engagement
User participation, also sometimes referred to as Engagement Product, is a term that captures any interaction that users make within your website, product or application.
There is no universal metric to analyse this type of engagement, although, as a common element of any definition of the degree of user participation, there are indicators that refer to whether users find value in a given product, such as daily usage, views, clicks, comments, etc.
Social Media Engagement
And what happens when we take into account Engagement in social networks? In this case we are talking about Social Media Engagement. Translated into Spanish as Participación o compromiso en redes sociales, Social Media Engagementrefers to the degree of engagement that the company achieves with its audience on the different social networks..
This type of engagementwill depend on the particular social network because depending on the social network we analyse, engagement will be measured in a certain way.
How can we generate engagement with our audience?
In order to generate engagement with our audience we must take into account the following:
1. Get to know your community and deliver what it needs
Segment your audience appropriately and define your Buyer Persona. One of the keys to generating greater engagement, which translates into better results for any company, is to correctly define these aspects in order to be able to offer your customers what they are looking for.
Why do you think some are shared more than others by users? The reason is that they perceive them as valuable and feel the need to share what they consume and what is useful to them with others.
Your objective is to deliver the content your community needs, providing content of value and relevance that meets their needsThey also feel identified with your brand.
2. Convey your brand personality at every touch point.
Whatever your brand's defining personality and whatever you are looking to conveyIt is essential that what defines and characterises you is present in all channels through which your company has contact with your customers..
Have you not yet defined the concept that defines your brand? This is the first step you need to take to convey a common brand personality for all your channels.
If we are on social media, we will not offer the same content as on our website, of course, but whether it is your physical shop, an ad or banner, or your website, all your channels must be perceived by the user as part of your company.
3. Respect your brand's voice and way of communicating.
Closely related to the previous one, it is essential to generate greater engagement with your community that you the communications you make through the different channels feel as one.
Originality and creativity when communicating with your audience play a very important role, but you should always give free rein to your imagination without losing your way and taking into account the characteristics that define your Brand Voice.
Respect your brand voice, convey the values and ideals that define your brand and be creative.
4. Connect with your community
Use the different channels where your brand is present to communicate with your audience, interact with them and make them fall in love.
Take advantage of every opportunity, both positive and negative, to demonstrate to your customers that your brand is involved and cares about resolving their needs and any incident. Don't make the mistake of deleting negative comments or criticisms, but deal with them with a positive and resolute attitude.
Failure to manage these aspects properly will have a simple and undesirable translation: a drop in your engagement as a company.
5. Give your audience a say
Your audience will always be delighted to have a channel through which they can share doubts, experiences and suggestions or recommendations with your company.
Increasing your company's engagement also depends on good customer service.This includes giving them the opportunity to be heard and listened to.
As a resultyour audience will feel that they have a say and that their opinion is relevant.. In addition, it will be of great help to you to know first-hand what possibilities exist to improve your services and the path you should follow to do so.
In conclusion...
Throughout the post we have answered what Engagement is, what it translates into and how we can increase it.. Undoubtedly, we can conclude that is a key aspect for the effective development of the Inbound Marketing strategy of your business.
From AcciónMk we encourage you to follow the advice we have given you here, and to ask us any questions you may have. We guide your growth!
