How to Build Brand Loyalty
Customers are savvier and more informed than ever before, often taking the time to research products long before they make a purchase. Because of this, they’re often far down the funnel before they come in contact with your business, so it can be more difficult to build loyalty through traditional means.
On top of that, customers are also becoming less loyal to a specific brand, making it even more difficult to attract and keep customers.
Loyal customers are the most profitable, however. Repeat customers are easier and cheaper to market to, spend more money and make purchases more often than new customers. With few customers moving on to become frequent customers, brands need to put work into building loyalty.
Fortunately, there are a few ways to encourage your customer to become a loyal fan who remembers your brand name and what you have to offer.
Connecting and engaging with your customers or potential customers is a great way to create a sense of community and share your business. Whether you choose to highlight product developments, company news or industry trends, offering information to your customers gets them more engaged and enthusiastic about your brand.
Social media is a helpful tool for sharing this information with customers, as well as offering promotions or discounts to encourage them to become involved with your company. The more you can make this a conversation, and not blatant promotion, the better.
Ultimately, engaged customers are loyal customers with positive associations, so taking the time to nurture these relationships can result in significant profits in the future.
In addition to building a community and nurturing loyalty on your social media, you should also use this tool to address the reasons you may be losing customers. In many cases, this is a result of poor customer service that doesn’t make your customers feel valued. Make sure that your customer service is impeccable, especially on social media, and you’ll find that you have more interactions and positive associations with your brand.
You can also use customer data to identify your customers’ needs and address them before the customer is even aware. Behavioral data can predict what your customers are looking for or may want in the future, which you can offer them.
Know Your Customers
Churn is a huge problem in brand loyalty. While this may be from lack of engagement, sometimes churn is caused by a disparity between what your customers want and what you have to offer.
Engaging with your customers and understanding their needs is a big step to ensure you’re reaching the right market. Use your engagement to listen to your customers and find out how your brand is perceived and how your product or service does or doesn’t meet their needs, so you can make the appropriate changes.
Consistency is a big factor in brand loyalty. Customers are unlikely to be loyal to a brand that’s constantly changing, because they want to feel that you’ll deliver on your promises each time. If you consistently deliver the same products or services and experience each time, your customers can trust that they know what they’re getting when they buy from you.
This also applies to your logo, visuals and marketing materials. All of these elements should look the same across different media and devices, so that it’s instantly recognizable to your customers.
Invest in a Great Logo
Every aspect of your logo, down to your color choices, reflects your brand personality and communicates the mood you want to evoke from your customers.
Color psychology plays an important role in this. For example, red evokes passion and emotion, while blue evokes trust and confidence. Your color palette should be formed around the emotions you’re trying to stimulate.
The design of your logo is also important. It should be simple and recognizable, but also distinctive enough to set you apart from other brands. Creating a logo doesn’t have to break the bank, either, since there are many websites that help you create your own, and you have the option to hire an affordable designer.
Highlight Your Brand Strengths
Customers are loyal to companies when they can identify with a brand’s core values. You can help them see this by being definitive and specific in what you can offer to them. This may require you to narrow down your business strengths to find one definitive aspect that you do well, but that makes you more identifiable to your potential customers.
If you’re concerned about limiting yourself too much in choosing only one thing to define your brand, remember that you can’t reach a broad audience by trying to be something to everyone. Going this route means that you won’t make any impression at all.
Give Them Service That Encourages Repeat Business
Customers are more likely to become a repeat customer if they had a successful or positive experience the first time. In many cases, however, customers have every intention of returning, but get sidetracked and ultimately don’t come back to your business.
It’s up to you to make them want to come back, which can be done by providing incentives for them to return, such as a loyalty program or discounts. The more you can reward your customers for returning and giving you more business, the more you can expect that they’ll return in the future.
Build Brand Loyalty With Geary
Building brand loyalty is about making your customers want to stay with you and advocate for you on social media and among their social circle. They’re looking for a human connection, so the more personally you can interact with them and follow through on your promises, the more you’ll see your customer base and business grow.
If you’re looking for meaningful and creative ways to reach your customers and build loyalty, Geary can help. From traditional marketing to public relations, we offer a range of marketing services to help you put your brand in the spotlight. Contact us today to see what we can do for you!