One of the biggest signs of an established brand is the loyalty their customers have for their brand. But establishing loyal customers isn’t as easy as one might think, but at the same time, it isn’t as hard as you might think, either. In theory, it’s actually quite simple: you have to engage them. The more engaged your customers are with your brand, the greater the likelihood they continue to shop with you. This, in turn, will build loyalty with your brand and ultimately be a major contributor to the overall growth of your business.
This will require a bit of work on your end, of course, but nothing too daunting. In building brand loyalty, you’re going to have to find a way to get potential customers to trust your brand. One of the first ways to do this is to build a great website.
There are lots of website builders out there but to build a great looking site, you want to go with one of the top website builders around. When your website looks “sketchy,” visitors to your site will almost immediately leave. You want to get your website looking great first and foremost because once they get to your website and have a great user experience, that’s going to set the tone for building loyalty in your brand.
In your efforts to build and establish loyalty in your brand, here are some effective ways to engage your audience and grow your business.
Customer Engagement Tactics to Grow Your Business
Share Customer Stories on Your Social Channels
Sometimes potential customers aren’t so easily swayed by a brand telling them how great their products are; Sometimes they’re more likely to engage with a brand when they see content from customers just like them. By sharing customer stories, you’re making your products and brand relatable to your targeted audience. Platforms like Facebook and Instagram are great social channels for this.
The utilization of your customers can come in the form of testimonials, user-submitted photos, and reviews. When your audience sees how your products have helped others or benefited them in some way, you’ll be able to win the trust of those potential customers and maybe even convert them to paying customers.
Engage with them on social media by asking them to share stories of how your brand or products have helped them. You may not realize it but showcasing their stories is actually showing your appreciation to your customers.
Get More Personal With Communications
Everyone wants to feel special, even when shopping, and that reason alone is why personalization is a crucial part of any business strategy. In your efforts to grow your brand, you’re going to need to improve your personalized communications.
Something as simple as using their names is going to make your conversations with your customers more relevant to them and they’re more likely to listen to what you have to say and actively engage with you. Luckily, there are lots of great and effective ways to personalize your communications with your customers. Some common ways include:
- Purchase recommendations based on their interests
- Tailored marketing messages to meet their needs
- Automate emails to celebrate milestones or life events with them
Most consumers look at communications with brands as talking to a robot… they feel that businesses simply look at them not as people but customer numbers. So adding personalization to your communications somewhat humanizes your brand and at least makes them feel like they’re not talking to a robot. Keep track of your conversations with them to help provide effective solutions and relevant deals based on their interests.
Incorporate Individuality in Your Micro-Content
“Microcontent is small but mighty.”– study.com
When you create your brand, you create it with the people in mind of who you want using your products. This means that your brand is also a reflection of the personality of the people using your product, and it should relate to them in every way.
By incorporating individuality in your micro-content, it will prompt customers to do what you’re asking them to do. For example, in email headings. If you own a clothing line and your target audience is young females that are sophisticated but a little edgy too, you might use an email heading like this one:
“It’s Time to Add Some New Ish to Your Wardrobe!”
This would be an email sent to sway customers to check out your new line of clothes that just dropped. For a different target audience, that email heading might not have worked and could potentially have come off as vulgar. But for the young and edgy target audience, that email heading is perfect; it speaks to their personality and it’s attention-grabbing enough to make them see what kind of new “ish” you have to offer!
Give Your Customers Some Incentive
First and foremost, engaging with your customers shouldn’t feel like a task you’re forced to do. Engaging with your customers can actually be quite fun, especially when it works in your favor and theirs. Typically, to best execute this tactic, you’ll want to do it with incentives. Think of it like a “you scratch my back and I’ll scratch yours,” type of thing.
You can have contests where you have your audience take photos with your product, @ your business name, and to post it with a brand-specific hashtag; If they do it, they’ll receive a free product or a special discount code. For loyal customers, they’re happy to do this anyway, even if there wasn’t an incentive involved but still love free stuff! For potential customers, you’re going to have to reel them in with some kind of incentive before they commit to your brand.
Show Your Customers the REAL People Behind Your Brand
As you know, people respond better to people than they do brands, so as part of your customer engagement strategy, show them that there are indeed real people behind your brand to deliver the high-quality products they know, love, and have been loyal to for years.
Showcase pictures of your employees, add a short bio about them, and describe what they do behind the brand. Incorporating a type of “Meet the Team” category on your site will better humanize your brand and help people put a few faces behind the brand to really prove it’s a brand worth supporting. This will, in turn, build a deeper connection and better engagement with your customers.