No doubt – customer engagement is a top marketing goal. However, not all customer engagement is created equally.
There’s a difference between reading a blog post and taking the time to comment on it or share it on a social network.
Insightly.com has combined some tools available to help you track customer engagement. I’ve highlighted the most important extracts from their list:
Google Analytics demonstrates complete info, including what pages people are spending time on, and how long they’re staying on the content. You can also use Google Analytics to track the number of downloads on a file, so you can see who’s taking action.
Heatmaps allow you to see where users spend most of their time on a page. They can also help you in web usability testing. Some heatmap tools are more advanced than others – Ptengine offers a free basic solution with built-in analytics, whereas Clicktale, for instance, is a premium solution with additional features.
The CRM tracks all customer interactions, so you can easily see who your most active and engaged customers are. You may also see who your least engaged and least active customers are. It allows digging deep into issues on a customer-by-customer basis so you can thank them for their loyalty.
Comment Section on a blog
Looking at the comment section of your blog posts can help you get an idea of what’s resonating with your readers. Blog posts that have more comments are getting more engagement, but see if you can identify patterns. Test various scenarios to see what you can do to increase blog commenting as a measure of engagement.
Social media analytics
You may find local analytics almost on all social media networks. It allows you to see how well you’re performing in terms of likes, comments, shares, etc.
Social visibility will affect your engagement rates – if people aren’t seeing your posts, they’re not going to engage.
Any email marketing platform will have built-in analytics to help you see who’s opening your emails, who is clicking through the links in the emails, who’s deleting the emails, and who is unsubscribing. Opens are an indication of engagement, and clickthroughs are better.
These tools for tracking customer engagement may vary from day to day, as each source provides a bit of insight into the bigger picture.