Valentine’s Guide To Better Engagement

At last, the most romantic time of the year, step up and consider your relationships. For Valentine’s Day, let’s get engaged…

…with our customers.

In the past, you might have thought about those relationships in terms of conversions first and foremost. SEO, SEM, social campaigns, Adwords – everything you did was focused on creating the awareness necessary to drive clicks, impressions, downloads and conversions.

You were all about the lead generation in those days. Now that you’re a SaaS company, you’re evolving. You need to form relationships with your customers that keep them coming back again and again, so that your incremental or pay-as-you-go business model pays off.

Customer engagement today is a continuum, rather than a one-off lead generator. Want to show your SaaS customers the love? Give them the gift of thoughtful engagement this Valentine’s Day by:

• Creating awareness
• Guiding them to your landing pages
• Serving up useful content
• Showing off your functionality and pricing
• Providing an experience that wins their long-term devotion

Every contributor to your business should be involved in this customer engagement endeavor, not just the folks who sit in the sales and marketing offices. From the login interface to transactional usage, from the landing page to the application download, customer engagement affects who upgrades from freemium to pro, who increases their seat counts, and who walks away forever.

When you learn how to fine-tune your offering and more effectively engage your customers, you achieve the bottom line outcomes that once had us all talking lead generation and not much else. For SaaS and cloud companies, that conversation should now be about customer engagement and nurturing enduring relationships with users.