Steps to Improve Customer Engagement in Marketing

Strategies That Actually Work

You ever send out a marketing campaign and… crickets?
No likes, no replies, no shares—just that awkward digital silence. I’ve been there. Honestly, most of us have. It’s not that your product isn’t good or your message isn’t smart—it’s just that in a world flooded with ads, popups, and DMs, people want more than noise. They want connection.

So, let’s talk about it. Real, human-centered customer engagement. I’m going to walk you through the exact steps I use to improve customer engagement—no fluff, no sleazy tactics—just solid strategies rooted in listening, empathy, and a touch of creativity.

Step 1: Understand Your Audience Inside and Out

Let’s be honest—most marketing misfires happen before the first word’s even written. Why? Because we think we know our audience… but we’re actually marketing to some vague idea of a customer that doesn’t really exist.

I’ve made that mistake. You know, building content around what I thought sounded good, or what the competition was doing, without ever stopping to ask: Who am I actually talking to here?

Turns out, people don’t engage with brands that talk at them. They engage with brands that talk to them—like, really see them.

So how do you get to that level of understanding?

Listen Before You Speak

Before you craft that post, launch that ad, or build that funnel, do a little eavesdropping (the good kind).
Here’s what I do:

• Scroll through comments on my competitors’ posts

• Read reviews—especially the negative ones (they’re gold)

• Check out Reddit threads or Facebook groups my audience hangs out in

You’ll be surprised how much people reveal when they don’t think they’re being marketed to.

Use Data… But Don’t Lose the Human

Analytics tools are amazing—Google Analytics, Hotjar, Facebook Insights, you name it. They show me:

• What people are clicking

• Where they’re bouncing

• Which content is keeping them glued to the screen

But here’s the trick: behind every data point is a person with dreams, fears, and a limited attention span. The numbers are just breadcrumbs. The story? That’s something you have to feel your way into.

Create Personas That Aren’t Boring

Let’s ditch the “Marketing Mary, age 32, likes coffee and Pinterest” cliché.
When I build a persona, I ask questions like:

• 1 – What frustrates them every Monday morning?

• 2 – What makes them feel confident?

• 3 – What are they Googling at midnight when no one’s watching?

Once I wrote a customer persona that literally started with, “She’s sipping cold coffee, juggling emails, and cursing her inbox.” It wasn’t polished—but it was real.

Talk to Real People

Radical idea, right? But seriously—set up a few customer interviews or informal chats.
Ask:

• 1 – What made you try us out?

• 2 – What almost made you walk away?

• 3 – What would make you stick around for the long haul?

The way people describe their experience in their own words? That’s copywriting gold. It’s raw, it’s honest, and it’s often way more compelling than anything you’d come up with in a brainstorm.

At the end of the day, understanding your audience isn’t about creating a perfect profile—it’s about forming a relationship. Listening more than talking. Feeling more than analyzing. And always—always—remembering that behind every click is a human heart waiting to be understood.

Step 2: Personalize Every Step of the Journey

You know that feeling when you walk into your favorite coffee shop, and before you even say a word, the barista smiles and says, “Your usual?”
That little moment? That’s magic.
It’s not just coffee—it’s connection.

Now, that’s what we’re aiming for in marketing.

Personalization isn’t just a nice-to-have—it’s the new baseline.

And no, I’m not talking about those robotic “Hi [First Name]” emails that make you feel like a name on a spreadsheet. I’m talking about crafting a journey that actually feels like it was made for someone—because it was.

I used to think personalization was all about data and algorithms. And yes, that stuff matters—but the real magic happens when personalization meets intention.

Let me show you how I try to do it at every touchpoint:

Before They Buy: Spark the “You Get Me” Feeling

Imagine you’re scrolling Instagram and you see an ad that just gets you. It speaks to a problem you’ve had for months, shows a product that feels like a solution, and uses words you’d actually say.

That’s not luck. That’s smart targeting + personalized storytelling.

Here’s what I do:

• Segment my audience by interests, behaviors, or stages in the funnel

• Create landing pages tailored to specific pain points or desires

• Use retargeting ads that say, “Hey, saw you looking at this—still interested?”

It’s subtle. It’s respectful. And it’s way more effective than shouting into the void.

During Their Journey: Make It Feel Like a Two-Way Street

Once someone’s on my email list or following me, I treat them like a new friend. I don’t dump a bunch of salesy nonsense on them right away—I get to know them.

Some things that work wonders:

• Behavior-triggered emails — If someone clicks a link about topic A, I send them more content on topic A. Simple.

• Dynamic content — One email, multiple experiences. I swap out sections based on interests or past behavior.

• Ask questions — “Which of these topics would you rather hear more about?” Boom—engagement and insights.

It’s like being the tour guide who actually pays attention to what the group wants to see, instead of dragging them through the same old script.

After the Purchase: Keep the Love Alive

So many brands ghost their customers after the sale—like a one-night stand with a receipt.

Not me. I like to keep that post-purchase glow going strong.

Here’s how:

• Send a genuine “thank you” note (bonus points if it’s personalized)

• Offer tips or content to help them get the most out of what they bought

• Recommend complementary products based on what they just purchased

• Ask for feedback in a way that feels like “we value your opinion,” not “we want a five-star review”

One time, I surprised a longtime customer with early access to a new product line. She was thrilled—and she ended up sharing it with her entire network before we even launched. That kind of loyalty? You can’t buy it. But you can build it.

Pro Tip: Personalization Should Never Feel Creepy

There’s a fine line between “Wow, they know me!” and “Whoa, how do they know that?”

So I try to keep it friendly and respectful.
If I wouldn’t say it to someone in real life, I probably shouldn’t say it in an email subject line.

Also, ask permission. Let people opt into content categories, or choose how often they want to hear from you. That way, the experience is something they co-create—not something they endure.

Final Thought: It’s About Care, Not Just Code

We’ve got all the tech in the world—AI, CRMs, automations—but if it doesn’t come with heart, it just feels… cold.

And when you do that, your customers don’t just feel seen. They feel valued. And that’s when engagement goes from “meh” to meaningful.

Step 3: Embrace Storytelling & Relatable Content

Humans are wired for stories. Always have been. From cave paintings to TikToks—we crave narrative.

Instead of selling a product, I like to tell the story behind it:

• Why it was created

• Who it helps

• What transformation it offers

I once ran a campaign where I featured a real customer’s journey—from frustration to success using our service. I added a few selfies she sent (with permission), and guess what? Engagement skyrocketed. Comments poured in, DMs landed, and people related.

And that’s the key—when content feels real, people connect.

Step 4: Communicate Across Multiple Channels

Your audience isn’t living in just one place, so your message shouldn’t either.

But here’s the trick—don’t copy-paste across platforms. What you post on LinkedIn should sound different than what you post on Instagram or shoot out via email.

Here’s how I break it down:

• Instagram = Visual storytelling, polls, and reels

• Email = Deeper value, updates, and sneak peeks

• LinkedIn = Thought leadership and behind-the-scenes moments

• Website = Evergreen content, landing pages, and testimonials

The key is consistency in your brand’s vibe, but flexibility in how you show up.

Step 5: Encourage Interaction & Feedback

No one likes talking into a void. So I make it easy—and fun—for people to engage.

I started adding questions at the end of every post. Things like:

“Have you tried this before? What worked for you?”

Or running quick polls like:

“Which headline would YOU click on?”

Suddenly, the comment section turned into a conversation. People felt invited, not sold to.

Even better, the feedback became free market research. It showed me what my audience cared about, what confused them, and what they wanted next.

Step 6: Be Quick to Respond, Quicker to Listen

There’s nothing worse than reaching out to a brand and getting ghosted. I make it a point to treat every comment, DM, or email like it came from a friend.

Even a simple “Thanks so much for sharing this!” goes a long way.
But beyond the replies, I started really listening. Social listening tools helped, sure—but just being present in the comments gave me priceless insight.

One time, a customer casually mentioned a feature she wished we had. I passed it on to the dev team. A month later, we rolled it out—and guess who became our biggest cheerleader? Yup, her.

Step 7: Reward Loyalty with Surprises & Value

You don’t need a massive budget to blow people’s minds. A little surprise goes a long way.

1- I’ve sent handwritten thank-you notes.
2- I’ve created early-access links for long-time subscribers.
3- I’ve dropped unexpected discounts on people’s birthdays.

And each time, I wasn’t just building a sale—I was building trust.

Loyalty programs are great too, as long as they don’t feel like a chore. People want to feel like insiders, like VIPs. Give them a reason to come back—and to bring their friends with them.

Step 8: Track What Matters (And Ditch What Doesn’t)

I’ll admit it—I used to obsess over vanity metrics. Give me likes! Gimme those sweet follower counts! But then I realized none of that meant a thing if my audience wasn’t engaging.

Now, here’s what I actually track:

• Comments and shares – because they show true interaction

• Email reply rates – not just open rates

• Time on page – if they’re reading, they’re resonating

• Repeat visits and purchases – loyalty in action

Those numbers tell me if I’m connecting, not just broadcasting. I refine my strategy based on what works—but I don’t let numbers dictate every decision. Because sometimes the most important things are the hardest to measure.

Real Talk: It’s a Long Game

If you’ve made it this far, let me just say: you get it. Engagement isn’t about quick wins. It’s about showing up consistently, genuinely, and with heart.

Sometimes it’ll feel like shouting into the void.
Other times, you’ll get that one reply that reminds you why you do this.

But keep at it. Keep the conversation alive. Because when you shift from marketing at people to connecting with them—that’s when the magic happens.

(Maybe you are also interested: How to Rank Your Website Faster with SEO Tools)

FAQs

1. What exactly is customer engagement, and why does it matter?

Customer engagement is basically how people interact with your brand—clicks, comments, likes, shares, DMs, purchases, feedback… all of it. It’s the heartbeat of a relationship between you and your audience. The more engaged they are, the more loyal they become—and loyal customers don’t just buy more, they spread the word. Think of engagement as the difference between being a forgettable ad… and becoming someone’s go-to brand.

2. How can I tell if my engagement strategy is working?

Good question! Look beyond vanity metrics like likes or impressions. Instead, track:

• Comment quality (are people really talking to you?)

• Share rates (are they excited enough to show others?)

• Email replies or click-through rates

• Time on site or repeat visits

• Conversions from your engaged users

When engagement is working, people don’t just view your content—they interact with it and take action.

3. Do I need fancy tools or software to personalize the customer journey?

Not at all. Tools help, sure—especially CRMs or email automation platforms—but personalization starts with mindset, not tech. Even simple things like segmenting your email list or responding to comments personally go a long way. Start small: use names, send relevant content, and show you know who they are and what they need.

4. How do I create content that my audience actually wants to engage with?

Here’s the secret: stop guessing. Start listening. Use surveys, social media polls, or even read through the comments on similar content in your niche. Then create stuff that solves problems, answers questions, or entertains in a way that feels human. Mix in storytelling, humor, empathy, and authenticity. People don’t engage with brands—they engage with feelings.

5. What’s the biggest mistake to avoid when trying to boost engagement?

Trying to force it. If you’re begging for likes or tossing out generic “engagement bait” (“Tag 3 friends who…”), it feels fake. And people smell fake from a mile away. Instead, focus on building trust, showing up consistently, and offering real value. Engagement is a two-way street—so give your audience something worth leaning into.