Which engages you more: a person or a poster?Let’s face it, there’s really no substitute for a genuine conversation. Mass marketing has its place, but being able to engage with your customers on a personal level is what builds true brand loyalty. This kind of dialogue keeps your customers coming back and bringing new customers with them.

How do you make it personal?You do not want your customers to feel disassociated from you, they need to feel they are being spoken to on a one-to-one level. Online communities allow you to culture an emotional bond with you customers in a way that they feel they can relate to you. Giving them insight into your company and its ethos will go a long way to fostering a sense of trust and loyalty.

Does this translate into sales?Absolutely. Keeping your customers engaged means keeping them on your site, and the longer they are there, the more chance you have of selling to them. To achieve this, you need to make yourself as sticky as possible. Videos, forums, product reviews are all great for this, but it is social media and online communities that really pack the punch you need. Keep up-to-date and immersed in these and your customers will stay engaged and interested in you.