Engagement is an original term from English that, in Spanish, is used to determine the commitment that is established between a brand and its audience in the different communications they produce with each other. Erico Mafra Jul 1, 20 | 11 min read concept of engagement and why it is important Engagement is a factor that companies and Ecuador Phone Number List their Marketing teams pay more and more attention to , as it is associated with sustainable positioning and good brand management. However, for some organizations it is a difficult element to measure and achieve, as they do not know or apply specific practices that promote a higher level of commitment in customers and the general public. Even many Marketing teams are still not entirely clear about what this relatively new concept is about, its breadth in digital environments. All this motivated us to produce this complete guide, in which we will review from essential aspects of the concept, such as its definition and types, to the most profound and practical topics, such as the best Engagement strategies and the keys to measure it.

Join us! What is Engagement? Engagement can be defined as the level of commitment that consumers and users have with a brand , and this goes beyond the purchase of its products or services. Among other things, it encompasses constant interaction, trust and even empathizing with its values, perceptions and messages. This translates into long-lasting, sustainable and deep relationships, based on sensitive purchasing experiences . On the other hand, Engagement is not something that happens overnight. It is about a consolidation that brands achieve after multiple tasks, strategies and actions aimed at conquering, captivating and eliminating annoyances or points of friction. This important concept grew and expanded thanks to the digital transformation and, especially, social networks and other media that allow constant interaction with users.

In digital environments, Engagement is a palpable element, which can be stimulated on a daily basis and which can be measured through metrics, indicators and the quality of interaction. What types of engagement are there? Such is the breadth of Engagement, especially in the digital environment , that it is an indicator that can be classified into different types, such as: Customer Engagement This edge of Engagement refers to the commitment and interaction dynamics of a client over time or during their relationship cycle with a company . Employee Engagement Yes, Engagement is a factor that can also be present in employees and collaborators. This concept encompasses the emotional and human commitment that a worker has with the company in which he operates, beyond the employment relationship and the payments that relate to it. User Engagement In a simple way, we can say that this metric shows how “hooked” the user is with the different interaction and communication channels of the brand , as well as with the different elements of its digital presence in general.

Engagement in social networks This indicator qualitatively shows the positioning in these networks , since it is not only based on the number of replicas and the size of the communities, but also assesses the quality of interactions, the acceptance of messages and the perception of the audience in general. How to measure Engagement in Marketing? As we mentioned earlier, Engagement is something palpable, which you can determine precisely through different metrics and indicators . At the same time, it is a broad element, covering different aspects of the digital environment and the relationship of a brand with users and consumers. Precisely, below we will show you how to measure the level of commitment in different channels and contexts. Engagement in social networks Social networks can be the main engine of your company’s Engagement strategy, and it is also very practical to measure commitment in this area, since it is marked by constant interactions.

Even networks such as Facebook have algorithms that calculate this indicator to give more reach to publications , such as showing status or profile updates to a greater number of followers, for example. An almost “standard” formula to determine Engagement in social networks , known as the Engagement Rate, consists of dividing the total of interactions during a certain period between all the publications made during it. Then, this result must be divided by the total number of followers of the company in the social network in question, to finally multiply 100. This allows evaluating the relevance of a brand in the environment of a social network, but it is convenient to go further. In addition, it is important that you evaluate the characteristics of the interactions.

For example, you can establish an average of “I like” and “I do not like” in the publications, to know the acceptance of the same and the repercussions of the tone of voice and the messages. Engagement on a blog With tools like Google Analytics , you can track different metrics that have a direct relationship with Engagement . We talk about indicators such as: Bounce rate In the web and digital sphere, the rebound occurs when a user leaves a website after having seen only one of its pages, without interacting with others in the domain. When the bounce rate is minimal, logically, it is positive for engagement. Duration of sessions It is nothing more than the average time that users spend browsing your website. A high average duration can be synonymous with the blog’s hookability, as long as the pages visited per session are also high. Pages visited per session There is not much to explain: as its name reflects, it is the number of pages that users visit when browsing your blog . If this average is high, and adds to a high average session length, it means that they are captivated by the blog and that they interact with multiple articles and materials in a single session.

Conversion rate This fundamental metric in Digital Marketing and Content Marketing focuses on the percentage of users who carry out positive actions for the commercial process. In the case of the blog, you can calculate the percentage of visitors who share contact information and subscribe to news and other features, becoming Leads . Backlinks It is about the links that a website gets from another website, which have a positive impact on SEO and are a reflection of authority, positioning and Engagement. Brand mentions These are produced in different ways, but, in general, it can be said that it is when someone talks about your brand and uses it as a reference. In the case of the blog, they can occur when other portals or users make mention of data, research and opinions expressed in one of their posts. Here it should be said that it is not always necessary to receive a backlink for the mention to be relevant and benefit the company, because search engines and users feel those social signals when making a decision. Although it is always better that the mention is accompanied by an external link, which transmits authority to your website.

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