What is marketing engagement and how is it measured?

By having good engagement, you not only get more traffic, reactions and comments, but you also get a better positioning of your brand image, which translates into greater trust on the part of users and, therefore, more sales.

If you want to know how you can generate engagement on your social networks and on your website , then this article will interest you, as we will talk about all the details of this concept and how it relates to online marketing.

What is engagement?
In a summarized and simple way, we can say that engagement is the level of commitment that people have with a brand, that is, it is all those relationships of trust generated by the good user experience, which can become fidelity.

In fact, “engagement” is a word in English that literally means “commitment” in Spanish, but in the context of online marketing it is taken more broadly, considering aspects such as:

The level of satisfaction that consumers had after purchasing the company’s products or services.
Good communication between the brand and the user , through the different communication channels such as social networks, email, chats and the website.
The level of interaction that users have with these same brand messages.
A good perception of the image of the brand , which has the ability to convey an image Bosnia and Herzegovina Email List close to the user, and have a personality instead of just being another company.
In this way, we can see that engagement does not depend so much on aspects such as the number of followers – or the number of “likes” – that you could have in digital media, but rather on how good the perception is. of the brand, and how in love the users are with it.

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Types of engagement
Now, the above is an overview of the concept, however, in order for you to understand how it can be measured and improved, it is necessary to review the main types of engagement, which cover 3 perspectives:

1. User engagement
This type of engagement has to do with the level of satisfaction and commitment that the followers of your social networks and website have. It is, in general, the first thing that is taken into account when discussing this topic.

Example of engagement in a post by Sal Sol
This is an example of Sal Sol —one of our clients—, where good engagement is shown on Facebook.
The greater their engagement, the greater their interaction with your publications and their responses will have a positive trend. These content consumers can easily be converted into leads – by filling out a form – and subsequently become customers.

2. Customer engagement
A common mistake is to think that there is only – or that only should be measured – user engagement, that is, of those who are just in the initial stages of the purchase process. However, taking customer engagement into account is just as important, and even a little more.

This type of engagement is part of the loyalty stage, the general shopping experience, and after-sales actions ; so the higher the customer satisfaction, the greater the likelihood that they will become brand ambassadors.

This is very beneficial, because we remember that brand ambassadors are those users who have fallen in love with their shopping experience, so they will recommend the products and services acquired with their acquaintances, friends and family, thus achieving word-of-mouth advertising. .

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3. Employee engagement
This is a term that is not so frequent in inbound marketing campaigns , as it focuses on employees, although it should be a very important factor in any company that wants to have a solid and lasting relationship with its work teams.

In this way, it has to be seen from the point of view of organizational culture and work environment, since by taking care of the well-being of the staff, a higher level of commitment is achieved, an improvement in their respective tasks and, therefore, in the productivity.

How to measure engagement?
One of the most frequently asked questions on this topic is based on how engagement can be measured, taking into account that – initially – several of its aspects can be considered subjective.

The good news is that everything – or at least almost everything – in digital marketing can be measured, evaluated, and adjusted, and engagement is no exception to this.

Social networks such as Facebook, Twitter, Instagram, YouTube and Tik Tok have similar indicators, which help you calculate engagement.

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