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The Value of Measuring Engagement

October 9, 2014

Marley Richman

Category: Education Marketing, Education Sales

Lauren Littlefield, Director of Marketing at Right On Interactive, shared this thought-provoking article with us, and we want to share it with you!

The Value of Measuring Engagement

By Lauren Littlefield

Engagement comes in many forms, like diamond rings or even “@” replies. Regardless of how you get it, engagement indicates a person’s or organization’s level of commitment. Engagement can be the difference between a stranger, a qualified lead and a returning customer.

Think of engagement as a measurement of how committed a lead is to your brand. Are they responding to your emails, visiting your website, downloading collateral, and interacting with you via social media? Engagement is not your activity with the prospect, but rather when they have “thrown the ball back to you” and accepted your offer to download an infographic, read a blog post or share a status update.

Most sales teams are evaluated on how many activities they complete on a daily basis. It shows what they’ve been spending their time on: face-to-face meetings, phone calls, emails, online meetings, etc… If you were to look at an organization’s sales team activity numbers would you be able to determine who is the best representative? Of course not! Just because reps are busy sending emails and leaving voicemails doesn’t mean you are building relationships.

Engagement is more about listening and responding than batch and blast emails. When we listen to our customers and observe their behavior, we’re able to engage in more helpful and meaningful conversations. Social media has greatly impacted our ability to do this and to do it quickly.

In fact, companies that engage with their customers via social media have more loyal customers. Better yet, customers who engage with brands online report spending 20% to 40% more with that brand, or on that company’s products.

In Gensler’s 2013 Brand Engagement Survey, they share:

“Purchases actually go up when there’s emotion behind them, and they’re more likely to be repeated too. ‘High-emotion’ customers—those who are truly engaged with their favorite brands—are just plain happier.”

How are you building engagement today? Are you listening and responding to your customers or just talking at them?

Are you ready to begin engaging with your prospects and customers? Learn how to build and improve engaged relationships and revenue for your business!

Lauren Littlefield, Director of Marketing, Right On Interactive

With over ten years of experience in technology, marketing, public relations, and higher education, Lauren joined the Right On Interactive team as the director of marketing in April 2013. She is a 2013 graduate of the Hamilton County Leadership Academy (Ind.), and a board member of Girls on the Run of Hamilton County. She has previously served as the vice president, programming and the secretary of the Indianapolis Chapter of the American Marketing Association. Lauren earned her BA in Communication from Hanover College. In her free time, she enjoys spending time with her family, running, IndyCar and the Indianapolis Colts.