Customer engagement is an often-overlooked aspect of marketing, yet it can be a valuable indicator of strategies that are resonating with consumers. If you are yet to start tracking the following engagement metrics already, these tips can help you get started.
- Content reach
Simply defined, ‘reach’ is the number of people who see your content. This can give you a clear picture of how well (or not) your content is performing.
You can improve content reach through paid promotions, sponsored ads on social media platforms, and leveraging the power of influencer marketing.
- Scroll depth and time on page
Combine Google Analytics time on page estimates with scroll depth metrics to give you a more accurate picture of user engagement.
Get users to spend more time on your pages by running regular A/B tests and experimenting with layouts, storytelling, headlines, and introductions.
- Comments and conversations
Regularly monitor social media comment threads and mentions to get a clearer picture of how many users you are reaching and the overall state of the conversation (positive or negative, for example).
Unmetric offers a free tool to help you find popular topics using trending keywords and hashtags, so you can create interesting content that engages and motivates your audience.
- Brand awareness
Social media mentions, outside page links, reviews, and brand query searches (found on Google Analytics) will give you an idea of how consumers view your brand.
Boost brand awareness by regularly producing great content, targeted ads, and reaching out to customers.
- Email marketing
Do not underestimate the power of email marketing campaigns, which remain a useful tool for inspiring engagement.
You can improve your email marketing reach by optimising open rate, clickthrough rate, conversion rate, and sharing rate, but pay particular attention to conversion rate.
- Net promoter score (NPS)
NPS is the measure of how likely a consumer is to recommend your product or service to others, indicating a high rate of customer satisfaction.
Deliver a quality customer experience with every interaction, from beginning to end, and create referral or brand ambassador programs to give happy customers a reason to promote your brand.
Engagement may be a throwaway metric for some marketers, but it has real value in measuring the overall success of your brand. Tracking engagement metrics makes it easier to reach your customers on the platforms where they’re most active in order to draw them into your marketing funnel.