To scale up, brands today want to know how to measure customer satisfaction. With so many metrics readily available at hand, it could be tricky for any marketer trying to figure out what exactly they should be looking at.
For brands running B2C campaigns, perhaps one of the most important metrics to consider is brand engagement. Brand engagement showcases any type of interaction a client has with the brand, but how do you even begin to measure an emotional connection when it is anything but tangible?
In reality, there is no simple answer. Customer journeys are complex and most often non-linear. They can interact with a brand in many ways, multiple times in many months. Nonetheless, data will always reveal certain patterns that will tell the story of your customer with your brand.
Here are some metrics you should consider if you want to better measure & optimize your brand engagement:
- Social Media Conversions: We all love vanity metrics. The more likes, shares, comments, the more we feel our efforts are compensated. The reality is that even if these metrics give you a hint on the engagement with your brand’s content, none of them can translate into actual sales. When measuring your brand engagement, you should be putting more weight on conversion rates from social media rather than vanity metrics. When you announce a promotion on social media, do people click and make a purchase offline or online? Do they subscribe? In short, do they listen to your call-to-actions? Measuring conversions on social will give you a clearer idea of whether your campaigns & promotions are resonating with your target audience. They can make you measure if your efforts on social media are working.
- Repurchase Rate: One of the best ways to measure your repurchase rate is by setting up a digital loyalty punchcard. This reward system will be able to pinpoint your number of 1st-time buyers, 2nd-time buyers, 3rd-time buyers, and so forth. You will also be able to measure your percentage of loyal clients by counting how frequent they purchase, and if they have completed 1 or multiple punchcards. This metric is key because it displays brand engagement in the short term and the long term.
- Redemption Rate: One thing is for your users to be completing their milestones, but are they redeeming their rewards. A low redemption rate shows your users don’t care about the extra benefits your brand has to offer. On the contrary, a high redemption rate represents a higher level of brand engagement. It shows that your loyal clients are not only loving your product and buying more, but they are also loving the rewards you offer.
- CRM Metrics: Newsletters have become an underestimated form of content by many brands as the tendency for users is to ignore the noise coming through their inbox. Nonetheless, newsletters can be great to keep communicating with those clients that care about your brand. The key is to plan and deliver great content your clients won’t hesitate to consume. The first metric to consider when you want to measure brand engagement is the open rate. Consistent high open rates mean your clients care about your content, low open rates mean they don’t. If you added a CTA to your email content you have to consider your conversion rate as well. High conversion rates show a deeper engagement with your brand. They show your clients are willing to take action through your email content.
- Product Packaging: Nowadays many brands are opting to make their packaging engaging to maximize the customer’s experience. A great way to do so is by adding QR codes in your packaging to transform the offline experience into a digital one. If you decide to make your packaging engaging, consider measuring the number of users scanning the QR codes in your packaging. This metric will give you a different insight into the willingness of your consumers to engage with your brand offline. This same logic applies to QR codes printed on all promotional materials from your brand.
We’ve said it before and we’ll say it again: people are tired of making informal, anonymous purchases from fast brands when they could be building a personal relationship with a brand. A focus on brand engagement can strengthen your relationship with your clients. Everyone likes to feel heard, seen, and validated, and when they go into a shop that echoes back all their beliefs to them, they’re more likely to return for repeat purchases, not just because of how satisfied they were from the product, but also by how good and welcomed the brand made them feel.
Wecheer can help you get all the right tools to track your brand engagement, every time you run a campaign offline.