Customer engagement can be defined as the set of interactions between the customer and the brand, going beyond the purchase of its products or services.

Engagement is, therefore, an important strategy in digital marketing in order to deepen the relationship with the customer. When customer engagement is achieved, brands can more easily understand what the customer's perception of them is, and whether or not they are satisfied with what the brand offers. When the customer experience is positive, through engagement - such as sharing and commenting on social networks - customers can even become brand promoters.
In addition, the engagement with the brand also improves the brand's reputation in the market.

How to achieve customer engagement

Identify who your ideal customers are
As with other strategies in digital marketing, it is essential to identify who your persona is (the representation of your ideal customer).
Try to understand in what ways they tend to get involved with the brand and what they value in the buying process and in their life in general.

Build a consolidated presence on social media
With regard to engagement, social networks are the most used platforms for customer engagement with the brand.
That's why it's important to find out on which social networks your target audience is present and produce relevant content.

Focus on creating content
Once you've identified who your customers are, what they value and what their needs are, it's time to start producing relevant, quality content that meets their interests.
By creating, for example, a blog article on a subject that meets the needs of your customers, the probability that they will share it and spread it on social networks increases, causing the engagement.