August 17, 2016
The ultimate marketing achievement isn’t closing a sale. It's Not getting the customer to continue to come back to you after they have made their initial purchase either. Although, that is a step in the right direction. The truest sign of marketing success is turning a customer into a brand ambassador, and that starts with boosting customer loyalty. You can do this by following these 7 tips.
Get to Know Your Customers and Their Thoughts on Your Products
When you ask your customers what they think, you help to foster loyalty by showing that you care about their opinions. So, post surveys on your social media sites and your website. Make an effort to contact customers personally to discuss their experiences with your company. Give them opportunities to leave feedback wherever possible, and read reviews of your products on websites such as Yelp and Amazon. Finally, be sure that your customers know that you have received their feedback by responding as soon as possible.
Promote Experiences Instead of Products
Forget about selling your products or services. Just be sure you are offering the highest quality for the price that you are charging. Instead, focus on the experiences that you have to offer. Yes, you do have the experience to offer, even if you are selling a very basic product. For example, if you are selling environmentally friendly, cleaning products, you can sell the experience of having a safe home where parents don’t have to worry about kids coming into contact with toxins.
Use Personalization Everywhere You Can
Hopefully, you’re already using mail merges or other techniques to personalize your emails. However, your efforts shouldn’t stop there. You can also use personalization on your eCommerce websites, and landing pages. This allows you to greet previous customers personally, and to tailor UX according to previous activities. For example, you can recommend products or even curate content to visitors that has been customized just for them.
Provide Incentives to Buy Again
Once a customer has completed a transaction, you have a new set of opportunities to make them want to return again. First and foremost, make sure that your website is mobile friendly and that it performs well. Then, reach out to customers with special offers to encourage them to come back to you. Finally, be sure to thank customers when they make a purchase, and let them know about new products.
Let Customers Know Your Story
You can’t be loyal to someone you don’t know. This is something that many big box stores struggle with. There’s no compelling story there, just a big corporate entity. According to Inc.com, sharing your story humanizes your brand. This is why loyalty to these brands tends to shift quickly if it is ever established at all. If you want your customers to develop a sense of loyalty, they have to associate your brand with a story, with your values, and with your passions.
Keep in Contact During the Whole Life Cycle
Stay in contact with your customers no matter what stage they are in. This means that customers that are deep in the funnel and close to conversion get discount offers, free trials, and other incentives. Those who have just closed the deal get thank you emails. Customers who haven’t returned in awhile are targeted for re-engagement.
Best Your Competitors’ Customer Service Efforts
What are your competitors doing to be present and helpful to their customers? Are they responding to comments and questions on social media quickly and effectively? Do they offer a live chat option on their website? Are they producing lots of problem solving and engaging content? Figure out what they are doing, and then do it better.
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