Why is Engagement Rate Important?
Organizations that use digital marketing to reach their customers through social channels measure engagement rate to quantify the success of a campaign and to measure its return-on-investment (ROI). There are several business benefits associated with marketing campaigns that achieve a high engagement rate:
Increased Brand Visibility and Recognition
Brand visibility is one of the most important benefits of increasing customer engagement. Brand visibility can be defined as “the prevalence of your brand in the marketplace, media and in the minds of prospective customers”. The more your prospects see your brand, the more they’ll recognize you as an important player in your market or industry. Increased brand recognition brings with it benefits like increased trust and a greater likelihood of purchase.
Enhanced Brand Affinity for Prospective Customers
Brand affinity is similar to brand equity but is measured on the level of the individual consumer rather than the overall brand. It works like this: When a prospective customer has a positive experience with your brand, it increases their overall preference for purchasing products from you versus your competitors. Brand affinity can also have follow-on effects, including the change of generating additional word-of-mouth marketing.
More Referrals and Word-of-Mouth
Referrals and word-of-mouth are free marketing for your product, brand or business. When you measure things like website page sharing, social shares, and e-mail forwarding, you’re measuring how frequently your prospects pass your marketing content and messaging along to their friends. The ability to generate rapid referrals and word-of-mouth advertising helps drive the ROI of social media and other types of marketing campaigns.
Enhanced Brand Credibility
Brand credibility is an important factor in the way that prospective customers view your brand. Credibility is all about creating the long-lasting perception that your organization has the expertise and capabilities to deliver on the promises you make with your product and advertising. Perceptions of your expertise and trustworthiness can come from social proof, so public engagement has a direct effect on how prospects perceive your brand.

Increase Your Brand Engagement Rate with Directive Consulting
At Directive Consulting, we’re experts in creating, measuring and optimizing engagement rate for your B2B marketing and advertising campaigns.
With our strategic approach to paid social campaigns and website optimization, we’ve helped brands across industry verticals boost their engagement rate metrics, generating more leads and converting more opportunities into revenue while reducing costs.
Want to find out how we can boost the engagement rate for your brand? Get in touch and we’ll create a customized proposal just for you.