Do you return to certain businesses week after week, month after month, year after year? If you buy similar products from a competitor of theirs, do you almost feel guilty about it? Kudos to that company, because they have figured out how to create brand loyalty among their customers! If you are wondering how you can achieve the same devotion with your audience, here’s what you need to do.
Define Who You Are.
Write down what makes your company unique. Once you have clearly determined who you are as a brand, share it with your followers. Post it on your website, share your values on social media. If people know who you really are as a business, they can make a conscious decision if they would like to continue to do business with you. The best defined brands have the most loyal following because people feel that they can relate to the brand, and in turn build a connection with the business. People who feel like they have an attachment to a certain company are much more likely to become a repeat customer than those who don’t feel any connection. This may mean taking chances and not doing what everyone else is doing, but defining who you are as a business is what separates you from your competitors. Our clearly defined values allow potential clients to know within seconds if we would be a good fit for their business. If their values align with ours, chances are it will be a beneficial relationship for both parties.
Talk to Individuals. Don’t Communicate to the Masses.
Have you heard the 80/20 rule (originally known as the Pareto Principle)? This theory says that 80 percent of your sales will come from 20 percent of your customers. This stat is great for business owners, but how do you find and cultivate the 20 percent? You communicate with them directly. Your customers’ needs are different, and they will need to be treated as so. Sending canned responses to emails or direct messages or ignoring feedback tells the customer that you are not investing in them, and in turn they will no longer invest in you. Making each client or potential customer feel as though they are important to you will allow them to feel that they can trust you. Gaining the trust of your clients is the key to creating brand loyalty. People who trust you and feel appreciated are far more likely to continue doing business with you. Genuinely investing in your customers as human beings, and properly communicating that your product or service will solve a problem for them is the best way to attract and keep customers.
There is nothing that will turn customers away more than them feeling like they are being lied to. This means you have to be upfront about costs, expectations, etc. Open and honest communication is the backbone of creating returning customers. We can’t stress this enough – you cannot create brand loyalty if your customers don’t feel you are trustworthy. Listening is also critical in open communication. If you are not listening to your customers, a healthy relationship cannot be built. If you need to change course after receiving feedback from clients, that’s ok. Just be transparent about your reasoning, and let your audience know that they are being heard.
If you are unsure if you have the best practices in place to create brand loyalty, we’d love to help. Shoot us an email at [email protected].