Customer engagement through social communities

Customers are more and more empowered so companies have to keep up by embracing new ways of connecting and communicating with them.

In order to develop an efficient marketing strategy nowadays, it’s key to understand that marketeers are no longer the ones to drive company and brand messaging, their customers are.

Companies have to focus on actively listening, engaging and responding to their customers. Building intimacy with them has become more important than simply acquiring leads.

Social communities are a primary channel for generating leads and customer loyalty. In order to maximise engagement, it’s essential to treat your prospects as individuals, allowing them to share their opinions and experiences, rather than the traditional anonymous transactions.

Customers have more and more information and available options to choose from. If they’re not engaged by a brand, they’ll simply move on to another. This is why engagement is fundamental for customer loyalty. An existing customer is not only willing to spend more money on your site, but will also act as an influential brand advocate.

More than 70% of customers will spend more with a company because of a history of good service.

Online communities are designed to allow a business to be more transparent with its customers. The goal of a social community is to create a place where they can share their experiences and come up with questions and issues, no matter what stage of the purchasing cycle their in.

14% of people believe in a brand while 90% trust other customer’s opinions.

Online Community Qualities
Online Community Qualities

Tips for better customer engagement:

Social media engagement
Create a unique brand experience with helpful, attractive and inspiring conversations and allow your customers to share them through their social networks. This will work as Word-of-Mouth, reaching a much wider range of people.

Be interactive
Don’t let them do all the talking. Show your customers you care about their opinions by answering their comments or taking their feedback into account through some sort of action (improvements, promotions, updates, etc). Interact with your users through conversations, discussions and questions & answers.

Create content
Focus on driving your customers to participate by creating new engaging conversations and discussions that are interesting for them.

Don’t make your community all about you
Listen and answer without using it as an excuse to promote your brand at every chance you have. Make sure your customers are the main characters in your community by asking them questions too.

Add value to your products
Add posts about your products without trying to sell them; ask them for improvement tips, future expectations or simply for their opinion about a specific product. Does this ring a bell? Yes, it’s Branded Content; read more about it in our last post.

It is very important to use your community properly and keep it alive once it has been created. According to Gartner, 70% of online communities fail due to lack of engaging content and programs.

Customers don’t engage in a community to talk about your brand or product bugs; they want to interact with their peers and learn from each other.

To finish, I recommend Communify to create and manage your online community on your website; it is an efficient marketing tool to engage your customers through conversations and online reviews.


Want to drive new revenues, reduce costs, and improve customer loyalty and retention?

Learn more about Communify here.

This post is also available in: Spanish

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