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When it comes to wellness marketing, there’s only one thing that should ultimately matter – helping people to lead their healthiest lives, whatever their personal healthiest happens to be. To enable this, brands need to inspire, motivate and most importantly, impact behavior. This not only improves return on marketing spend (higher customer lifetime value and lower acquisition costs), but creates evidence-based improvements that change lives. But this can’t happen without customer engagement, the ability to involve customers in a deeper, more sustained relationship with a brand.

Customer Engagement Impacts Profitability

There’s a direct and proven correlation between the level of customer engagement and business profitability. A study by Constellation Research reported that companies who improve audience engagement can increase cross-sell revenue by 22 percent, up-sell revenue by 38 percent and order size by 5 to 85 percent.

Improving Customer Engagement

How do you build more of a mutually beneficial relationship between your company and customers and improve brand engagement? Here are a few starting points:

Analyze the customer journey

Walk in their shoes on their path to discover your brand. Take note of sticking points or frustrating interactions across each step of the experience or steps of the experience that do not add value to customers. Every one of these touchpoints presents an opportunity for engagement in a mutually beneficial way – of streamlining or improving the efficiency of steps that previously don’t add value to customers or of finding ways to elaborate steps to add more value to the customer.

Deliver a seamless experience

Along the customer journey, brand interactions occur across many channels. Make sure to deliver a consistent and pleasant experience every time you engage with your customer, regardless of channel. One bad or confusing interaction can ruin the opportunity to engage effectively, and could even begin to break down the trust and loyalty you’ve invested in building.

Think more expansively about experience

Customer “experiences” are much more than just consistent delivery across all the different touchpoints. It’s also about ensuring the journey is distinctive and relevant, and ultimately adds value at every point along the way.

10 Brands That Excel At Customer Engagement

Allbirds isn’t an athleisure and fashion company selling shoes and clothing.
Allbirds is a shoes and clothing brand that builds audience connection and engagement based on the promise of sustainability and placing purpose over profit for an increasingly values-driven world.

Kinship isn’t a beauty and body company selling skincare.
Kinship is a skincare brand that builds customer engagement by tapping into a younger audience’s cultural values, including sustainability, wellness and inclusivity.

SoulCycle isn’t a fitness company selling exercise bikes.
SoulCycle is a fitness brand that excels at customer engagement, offering clients an experience that builds connection and community through sessions that are tribal, primal and fun.

Progyny isn’t a benefits management company selling fertility and family-building benefits solutions.
Progyny is a fertility-benefits brand that builds customer engagement with couples and individuals based on a promise of starting a family easier.

KIND isn’t a food and beverage company selling healthier and better tasting foods.
KIND is a food brand that builds customer engagement through a mutually beneficial relationship – by making products that are good for your body, your taste buds and your world.

Daily Harvest isn’t a meal delivery company selling frozen prepared recipes that take less than five minutes to prepare.
Daily Harvest builds customer engagement by addressing the conflict between the way people aspire to eat and the way they have time to eat – through farm-frozen organic fruit and vegetable ingredients.

Nue Co. isn’t a vitamin and supplements brand selling healthy supplements.
Nue Co. builds customer engagement by bridging the gap between health and beauty and an aspirational lifestyle.

Parsley Health isn’t a healthcare provider selling healthcare.
Parsley Health builds customer engagement and deeper, more sustained relationships by reimagining the future of healthcare through cutting-edge testing, nutrition and wellness with the convenience of conventional medicine.

Roman isn’t a digital health clinic selling men’s health solutions.
Roman builds customer engagement by empowering men to take control of personal health issues in a (destigmatizing) straightforward and simple manner.

Ginger isn’t a digital therapy solutions company selling on-demand mental healthcare.
Ginger builds customer engagement by democratizing mental health – giving millions of people direct-to-consumer access to refreshing, convenient and affordable virtual therapy.

Takeaway

Regardless of whether you’re a B2C or B2B health or wellness brand – success requires building mutually beneficial relationships that induce action. Increasingly, this means building emotional commitment to a brand based on achieving something more for customers, communities and the planet.

Wellness brands that understand this and genuinely act on this through their wellness marketing are poised to win with increasingly discerning consumers. These brands will create an emotional connection that drives brand love and loyalty – which equates to higher revenues and profits.

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Since 1999, New Jersey marketing agency Trajectory has worked with clients across the health and wellness landscape to build stronger brand-led businesses. Reach out for a no-obligation consultation.