When improving client engagement, businesses often consider performance, service, and support. Nonetheless, client retention goes far beyond high-quality products and service; supporting customers and encouraging spending is not always enough. This kind of interaction may in fact cause clients to feel more like a transaction rather than a meaningful customer.
In the construction industry, owners and administration often plan for the year and evaluate prospects for new and recurring business. It is also important to judge internal aspects, like client engagement, to create a more dynamic and productive environment for clients and employees to thrive. Taking actions to generate client engagement can be a crucial step to increasing capital & resources for your construction business.
Critical to client engagement is making it clear to your customers that there is value in their relationship that is not solely based upon profitability. That is why consistent engagement with customers is important in every relationship. Construction companies can address this relationship by optimizing how customers communicate with their company. Allowing multiple channels, that are up to date and serviced regularly will magnify customer relations.
For industry leaders, this process starts from the first interaction and expands over the course of time and business. Throughout this process, companies should interact through social media, email campaigns, personal emails, online dashboards, phone calls & any other channel that makes sense for the business.
Participating in these additional interactions will emphasize that there is value beyond traditional products and service. Although it is likely that customers chose your company based upon a variety of reasons, including reviews, quality, and pricing, content that keeps them engaged will develop continued business and allow customers to better remember your company when completing further industry transactions.
The client engagement strategy should deliver relevant, personalized messages in a timely manner to customers. Personalization of content to match the customer base, is what ultimately sets client engagement marketing apart from other strategies. This being said, customers should be targeted based upon their prior interactions.
For example, a customer interested in plumbing a school, likely will not be the same customer laying the foundation, each of these clients should be categorized to receive different content. This does not mean each category deserves a different social media page, but it is important when sponsoring content or sending a promotional email to recognize different customer bases.
Every business has the potential to engage clients in a beneficial way that encourages interactions from current and future customers. It is not always a ‘typical’ marketing campaign; a highly prioritized campaign will cause more engagement from the customers you want. While client engagement style campaigns can often be successful, if can be difficult to predict whether it is the right campaign for your company.
Investing in your campaigns, by participating and promoting, will consistently be profitable for your business. For small teams, a customer engagement platform may be necessary to help manage ads and interactions, track customer engagement, and assist in responding to inquiries or reviews. (Some of our favorites hootsuite.com & hubspot.com)
With the presented information, it is clear that proper client engagement will have a positive impact on your business, while strengthening your customer base. It may not always seem so easy, so when building your audience, focus on your brand, your company’s voice & personalized customer experiences.