Even with a good engagement rate, your brand is failing to convert leads into customers and sales. Want to know why this happens?
Discover 5 mistakes you may be making without even realizing it and learn what to do in this situation.
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Digital transformation has brought new needs to companies
If before the focus of companies was only on getting new customers, in an active and traditional way, it is possible to say that, with the digital transformation, accelerated by the pandemic caused by Covid-19, brands had to divide their attention between different objectives.
Of course, winning over customers and subsequently increasing sales is still the lifeblood of business. After all, profit is needed for the company to continue operating.
However, for this to happen, it is necessary to keep in mind that this should not be the only concern.
You need to be aware of what consumers want and need. According to R/GA’s “The Power of Brand Relationship Design” study, 92% of consumers said they would like personalized communications about things that are important to them, beyond mere product communications.
Strengthening brand engagement with its consumers, or potential customers, is essential to increase the sales conversion rate and build customer loyalty.
In other words, the strategies and content designed for digital must be focused on the pain of person.
Much more than likes or followers, the so-called vanity metrics, it is necessary to truly interact with that follower and open space for new content, such as email marketing, blog content, rich materials, such as e-books and infographics, among other examples.
This allows the company to better understand who its target audience is, its persona and what it needs, further strengthening relationships and making the sales process much easier and more assertive, since the stages of the sales funnel are respected.
This means that customers can become true fans of the brand, who see the company as much more than just a commercial process, but rather an organization they can count on to solve problems, always turning to it when purchasing a new product or service.
It is a two-way street in which the company helps its potential customer and becomes a reference in its segment, selling more.
Engagement and retention must go hand in hand
For this process to happen, as we have already said, engagement and retention must go hand in hand.
Even after the sale is completed, it is necessary to continue strengthening the branding and Inbound Marketing of the brand, so that that customer continues to see value and consume from the company in the future.
To do this, invest in marketing strategies constant and correctly applied to foster this relationship, such as the use of e-mail marketing or marketing of relationship make retention and loyalty much easier.
On the other hand, what we see is that many companies face the problem of not having customers, even with good communication and engagement.
Are you going through this?
Continue reading the text and find out why this happens and what to do in this situation.
Good engagement versus lack of customers: check out the 5 main mistakes
It even seems contradictory: if engagement is crucial to making more sales, why are so many companies without customers, even with good communication?
We have listed 5 mistakes that these brands may be making without even realizing it:
1- Not basing strategies on data measurement
The company's engagement rate may be good, but is the brand developing its strategy based on this?
Monitoring data and extracting information from it is essential to determine the next steps assertively.
There is no point in having a lot of comments, for example, if the company does not develop strategies to respond to its audience.
Take advantage of what data has to offer and make the most of it!
2- Not keeping up with changes in your persona and target audience
We are complex beings, continually changing our minds.
Is your brand aware of this?
If the company does not know what its customer needs, and is not aware of the changes in its target audience, it is very likely that, even with good engagement, it will not convert into sales.
Periodic satisfaction surveys can be a good example of how to stay up to date with what is happening.
3- Not paying due attention to customer feedback
Does your brand pay due attention to customer feedback?
Measuring this data can provide valuable information so that the business understands when it is necessary to adjust or change a process and think about new approaches with its customers.
Nowadays, social media is widely used as a communication channel between companies and customers. Be careful and don't let any information slip through the cracks.
4- Not creating relevant content
Vanity metrics like likes and followers may even be on the rise.
But has the content created helped potential customers?
Having a previously studied post and content plan, with themes that really generate value and help the persona, makes a big difference in the purchasing decision process.
If you haven't invested in content marketing, it's time to study the topic.
5- Not respecting the stages of the sales funnel
Finally, one of the most common mistakes is not respecting the stages of the sales funnel.
Whether it's in cases of forcing the purchase at all costs, when the lead is still at the top of the funnel, or losing a sales opportunity, with leads at the bottom of the funnel.
If the brand does not understand and respect the sales funnel, it is difficult to define whether or not that person is close to making a purchase.
Did you identify with any of the topics mentioned above?
Count on the team of experts at GS2 Marketing Digital to help you with this process. Get in touch with us and take your company to the next level.