It’s hard enough these days to attract customers to your brand in the first place, with so many other brands using every trick in the marketing playbook to reach the same target audience that you’re trying to reach. So, once you’ve got a customer’s attention, it’s essential to do everything you can to keep them coming back. Let’s talk about brand loyalty – what it is, and how you can cultivate it among your customers.
The term “brand loyalty” gets thrown around a lot, so you may already be familiar with the concept. If not, don’t worry, it’s nothing complicated. Brand loyalty is pretty much just what it sounds like – a pattern of behavior where customers decide to stick with a particular brand over a long period of time. Brand loyal customers will buy their preferred brand’s products and services even if they have to pay a little more, or go a little bit out of their way to do it.
So, what can you do to encourage brand loyalty among your customers? Aside from the obvious – offering the highest quality product possible, paired with outstanding customer service – there are a number of marketing strategies that can help to nurture brand loyalty.
A few simple but effective strategies include:
1. Use social media to engage with your audience online and project an image of accessibility and accountability. Solicit feedback from your customers, and be receptive to their concerns.
2. Connect with your audience on a deeper level with emotional marketing. By signaling to your target audience that your brand shares their values and priorities, you can create added value for your product or service.
3. Give old school marketing tricks a digital face-lift. Promote sales or specials on your social media accounts. Offer special deals, pre-sales, or discounts to your social media subscribers or mailing list members.
Don’t think of brand loyalty as a strictly one-way affair. Instead, think of it as part of a reciprocal relationship. Show your customers that you support them – and they’ll support you in return.