Engagement Strategies: 3 Ways to Boost Customer Connections and Build Trust

by | Apr 18, 2017 | Customer Experience

Strong customer engagement is the foundation of any thriving business. It drives brand loyalty, fosters deeper connections with customers, and ultimately translates into higher sales and growth. However, many businesses struggle to create an effective engagement strategy, often falling into the trap of adopting the latest digital trends without putting the customer’s needs at the forefront. In the ever-evolving digital landscape, a one-size-fits-all gimmick is not enough. Customers crave human-centered, interruption-free experiences that feel natural and relevant to their needs, not forced or overly pushy.

The key to boosting customer engagement lies in a deep understanding of your audience and the implementation of thoughtful, customer-first strategies. Here are three approaches to improve your customer engagement this year and build stronger, more meaningful relationships with your audience:


1. Shape Your Efforts Around Existing Customer Behavior

Market researchThe first and most critical step in increasing customer engagement is to develop a strategy based on real customer behavior. Too often, brands invest in highly interruptive approaches to customer acquisition—like invasive pop-ups, unsolicited email marketing, or overly aggressive sales tactics. However, these approaches can be counterproductive, driving customers away rather than drawing them in. Today’s consumers are more discerning than ever, and they expect personalized, seamless experiences that respect their time and attention.

Shift to Behavioral Marketing
To engage customers effectively, it’s important to shift your focus to behavioral marketing, an approach that centers on how and why customers engage with your business. This involves understanding their motivations, challenges, and pain points, and creating tailored interactions that meet their needs. By identifying patterns in how your customers behave—such as when they’re most active, what content they engage with, and how they navigate your site—you can shape your marketing strategies to provide relevant, timely touchpoints.

Understand Customer Needs and Anticipate Future Demands
One of the leaders in behavioral marketing is Amazon. The retail giant has made a name for itself by not only understanding the present needs of its customers but also anticipating what they might need in the future. Through careful analysis of browsing behavior, purchase history, and customer preferences, Amazon is able to create highly personalized experiences—such as tailored product recommendations, wish lists, and timely promotions—that encourage repeat engagement and purchases.

You don’t need to be Amazon to adopt this customer-first approach. Start by:

  • Tracking Customer Journeys: Map out how customers find your brand, how they interact with your site or store, and what actions they take. Are they coming from social media, organic search, or email? What content are they engaging with? Identifying these pathways helps you design more customer-centric touchpoints.
  • Analyzing Pain Points and Motivations: Use surveys, feedback forms, and social listening to understand what your customers are looking for, what challenges they face, and what they hope to achieve. Knowing what pain points they need you to solve is key to creating a seamless experience.

By aligning your customer engagement efforts with existing behavior, you can create interactions that feel relevant and add value to the user’s experience.


2. Build Trust and Engagement Through Influencer Marketing

Mobile appsTrust is one of the most crucial factors in driving engagement. For customers to engage with your brand, share your content, or make a purchase, they need to trust you and see your brand as credible and reliable. One powerful way to establish and build this trust is through influencer marketing.

Why Influencer Marketing Works for Engagement
Influencer marketing leverages the existing audience of individuals who have established authority in your industry or niche. These influencers have cultivated their own communities based on trust, authenticity, and expertise, making their recommendations highly impactful.

When an influencer shares your content, products, or services, their followers are more likely to see your brand as reputable and worth engaging with.

For example, if your business sells fitness gear, partnering with fitness influencers who have a large, engaged following can significantly boost your brand visibility and credibility. Their endorsement can encourage followers to not only learn about your products but also take action, whether that’s following your social media, visiting your website, or making a purchase.

Building Relationships with the Right Influencers
The key to successful influencer marketing is finding influencers who align with your brand values and whose audience is likely to do business with you. Here’s how to go about it:

  • Identify Authentic Voices in Your Niche: Seek out influencers who are genuinely passionate about your industry and who have an engaged audience that aligns with your target market. Tools like BuzzSumo, Upfluence, and Social Blade can help identify influencers based on reach, relevance, and engagement levels.
  • Foster Real Relationships: Approach influencers with authenticity and a genuine interest in building a mutually beneficial partnership. Offer value to the influencer—whether through free products, exclusive access, or financial compensation—in return for their support. Long-term collaborations are often more effective than one-off mentions.

Utilize Customer Endorsements to Build Trust
In addition to working with influencers, another powerful way to build engagement and trust is through endorsements from your existing clients, especially if they are viewed as thought leaders or experts in your industry. Positive testimonials, case studies, and customer success stories provide social proof and demonstrate the real-world impact of your product or service.

You can further solidify your position as a trusted expert by publishing well-crafted content, such as blogs, whitepapers, and industry reports, that provide value to your audience and showcase your expertise.


3. Harness the Power of the ‘Frequency Illusion’

MobileHave you ever noticed that after you learn about a new brand or product, you start seeing it everywhere? This is called the frequency illusion (or the Baader-Meinhof phenomenon), where repeated exposure to a brand makes it more noticeable and memorable to the consumer.

When potential customers see your brand name frequently across different channels, they are more likely to view it as a credible and reliable option.

Creating Brand Awareness Through Multiple Touchpoints
By consistently putting your brand in front of your target audience through various channels—social media, influencer mentions, retargeted ads, and more—you create familiarity and credibility. The goal is to become “top of mind” so that when a consumer is ready to make a purchase, your brand is the one they think of first.

How to Effectively Use Frequency Illusion for Engagement

  • Leverage Social Media Platforms: Build an active and consistent presence on the social media platforms where your target audience spends the most time. Share valuable content regularly, interact with your followers, and engage in conversations that matter to your audience. This creates more touchpoints where customers are exposed to your brand.
  • Implement PPC Retargeting: Pay-per-click (PPC) retargeting is an effective way to ensure that people who have visited your site but didn’t convert see your brand again. Retargeting ads follow users as they browse the web, encouraging them to return to your site and complete their purchase. Studies have shown that retargeted users are more likely to convert than those who see your ad for the first time.
  • Partner with Influencers to Amplify Reach: Since the frequency illusion is about repeated exposure, getting influencers to share your brand regularly will help reinforce brand awareness among their audience. The more often potential customers see your brand endorsed by people they trust, the more likely they are to view it favorably.

By effectively harnessing the frequency illusion, you can increase the perceived familiarity of your brand and, in turn, drive greater engagement.


Conclusion: Creating Customer-Centric Engagement That Delivers Results

Driving customer engagement requires a well-rounded strategy that puts the customer’s needs and preferences at the forefront. By shaping your efforts around existing customer behavior, building trust through influencer marketing, and leveraging the frequency illusion to increase brand visibility, you can create meaningful, lasting connections with your audience.

Remember, every interaction is an opportunity to build trust, show value, and deepen customer relationships. With a focus on personalized, human-centered experiences, your brand can stand out in a crowded marketplace and turn engagement into lasting customer loyalty.

Ready to design a customer experience that maximizes engagement and loyalty? Contact Interact RDT today for expert insights and solutions to make your customer journey smoother and more engaging.

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