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How To Effectively Engage Customers Through Online Marketing

Featured image courtesy of Microbe Formulas

Customer service is perhaps the most important segments of corporate operations, as it defines the confluence of the company with its market. With the expanded opportunities that the internet has provided in the last few years of its existence, the element of customer service has significantly advanced in the manner in which companies target their employees for a successful engagement. The use of online-based marketing initiatives has revolutionized the idea of internet-based customer engagement while providing companies with opportunities to improve their penetration through the competitive market.

In the course of time, online customer service platforms have transformed and revolutionized the manner in which customer relations are made and enhanced. To optimize the customer service concepts that have been in place in the course of time, companies are now focusing on ways of effectively engaging customers through online marketing initiatives and opportunities that have cropped up.

Build a corporate self-image through the online platform

With the use of the internet for marketing, the main intermediary between customers and the company is the company’s online presence. Just as a company maintains a tidy and clean environment in its office to give a good impression, the same concept should be created and enhanced through the use of the internet to create an impression upon customers. To start with, the company should create a fancy and good-looking website that would give customers an incentive to enjoy visiting the site often. Customers would most certainly associate the organized nature of the online presence with other qualities such as the company’s quality of products and services.

Giving the customers a good impression, therefore, attracts their attention. Besides the company’s website, social media presence is a valuable channel of communication and interaction that the company should explore to gain and retain the attention of customers through the internet. The company should utilize the deep penetration of social media to engage more customers from multiple profiles of geographical variations.

Initiate and build a community

Online platforms of engagement are highly effective in building a corporate community of customers. Knowing your audience and tailoring to it is a huge part of building that community and following. A brand’s community is comprised of persons having an affiliate for products and service rendered by the company. To this effect, the company is tasked with the responsibility of making its initiative to ensure that customers can come together to share information of great networking importance. Such platforms are normally an important tool that engages customers while ensuring the faster dissemination of information. Open forums also provide the company an opportunity to address issues of importance such as customer concerns while also taking complaints and compliments from the community. The community also serves as a good opportunity for new customers to familiarize themselves with the company’s products and services while getting a sample of testimonials from previous users.


When engaging customers through internet platforms, it is best advisable for companies to use a more semi-formal language which enhances their moods. The incorporation of humor in the language used in communication through online content brightens up customers who would want to share the same content with others, therefore achieving inter-customer referrals. The use of informal humorous language also helps customers of all identities to identify with the company. With most companies developing products that target the youths, the use of entertaining content ensures gives the customers good incentives to establish and maintain their loyalty to the company.

Humor can be incorporated in various ways including creating videos with hilarious themes and content that makes viewers laugh. Such laughter creates a lasting impression upon customers which translates into sales in the long run. Humor can also be introduced through the use funny pictures with humorous captions which trend on social media platforms, therefore giving the company a much-needed marketing boost.

Personalized service

Companies should also harness the power of social media and the internet to ensure that customers are given more personalized service. Companies have realized this concept of making personalization of services a priority. In the US, for instance, 70% of retailer companies are taking the initiative seriously with measures such as contacting customers directly through their social media platforms. Personalization has also been extended to other corporate functions such as marketing. Harnessing the various social media marketing tools such as Facebook pixels, companies can now define the nature of customers who visit their sites based on the social media profiles and biographical information. The use of such analytics gives corporates the opportunity to improve their marketing initiatives and to develop content that is specific to a given market segment.

Customize and create useful content

With internet platforms such as blogs and websites, companies are now able to publish content more often. When creating such content, it is highly advisable for the companies to ensure social and corporate relevance. Such content makes customers look forward to reading and getting informed by the company from time to time. When publishing the content, focus should also be made on ensuring that the content can be accessed through multiple of the company’s marketing platforms such as YouTube, blogs, Facebook, Twitter, and others. It increases the viewership of the content, therefore giving the company a much-needed marketing boost. Also, website content should be accessible through diverse hardware platforms such as phones and tablets. The high levels of penetration of mobile phones with internet capability imply that such customers would be highly likely to buy from companies which have content accessible through their devices.

Be attentive

Social media gives customers the opportunity to express themselves more readily. As a company, more attention should be placed towards understanding the issues raised by the customers. Listening to and acting upon suggestions while responding to issues makes the customers feel appreciated and thus making them highly likely to continue their loyalty to the company. Part of being attentive implies that the company should at least respond to every customer who posts on their social media sites, even if the response does not resolve their issues.

The internet provides a great opportunity for companies to garner more customers while improving their sales. To ensure effectiveness when using internet-based customer engagement, companies should focus on addressing customers more often through content relevant to their setting while responding to any issues that customers may channel through social media. This creates a buzz among customers who look forward to becoming part of the company’s community. Companies should tailor their services to customers by ensuring ease of accessibility through the modern-day internet-enabled gadgets.

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