Customer loyalty is huge in the world of business. The likelihood of you selling your product or service to an existing customer is 60-70%. Think about how much higher that statistic is than having to market to a new target audience and grab the attention of a new customer for the first time.
There are many ways businesses try to earn customer loyalty. From ensuring strong customer service to having high-quality products, the strategies you use to keep people coming back are important. While those particular strategies are good and have their place, you might be missing out on one important loyalty factor – your content.
Any marketing expert will tell you that content is (still) king. So, how can you create effective content that will create customer loyalty and make your brand a recognizable force that will keep people coming back?
Let’s cover a few helpful tips.
Share Your Story
Even though you run a business, you’re also a consumer. Think about some of the companies you’re loyal to. It could be a certain restaurant, clothing brand, or a business that provides a specific service. What do you know about those companies and how they got started?
Connecting to a brand is important from a consumer standpoint. Developing that connection through your content is a great place to start. If your business has a great backstory, don’t be afraid to share it. It will add a humanistic quality to your company and can even make you seem more trustworthy.
It’s easy to create a section on your website that opens up about who you are, how you started, and what the initial idea for your business was. A brief history goes a long way.
You can also build loyalty by sharing what matters most to your brand, including things like:
- Organizations/charities you support
- Your mission statement
- Company policies
- Certifications and credentials
Sharing your business model canvas is another great way to be completely transparent with your audience, and it’s something not enough companies actually do. When consumers feel like they know what your company stands for, how you operate, and even how you’re structured, they’re more likely to stick around.
Find Your Voice
Every good brand needs to have a consistent voice to build customer loyalty. That can start with something as simple as your web design. Everything should look consistent, including the overall flow of the site, the color patterns, and the layout.
Your tone should also be the same across all platforms. That includes your website, social media, and even non-digital marketing efforts. Think of your business’s voice as its personality. Again, it’s a way to humanize things. Consumers are more likely to trust a company when it feels more like they’re dealing with an actual person.
The tone you choose is up to you. You might want to go with a casual approach, include some humor, or be completely professional and informative depending on your industry. Whatever the case, just make sure it’s consistent.
Furthermore, don’t fall into the trap of posting content just because you think you have to. Every piece of content on your website and social media should be easy for people to understand, and it should have value. Once you’ve found your voice, that kind of content will be easier to develop and share, so you can enjoy more interactive experiences with your audience.
Connect With Customers
Speaking of interactive experiences, that’s another major factor in earning customer loyalty.
A consumer is more likely to stick with your brand when they feel valued. You can do that by listening to them and responding as often as possible. Social media is a great way to connect with your customers through your content.
You can share sections of your website on your social media platforms, but don’t let that be the only way you communicate. Consider some of the following to spark interaction:
- Asking questions
- Hosting a question-and-answer session
- Sharing behind-the-scenes photos
You can also do some searching of your own to see what your customers are talking about on your social media pages. If you happen to see a question from someone, take the time to answer it. If there’s a discussion going on, do what you can to provide correct information. The content you publish “on the fly” is just as important as a strategized piece for your website. So, keep your tone consistent, and connect with your consumers as often as possible.
If you don’t think you have time to monitor your social media accounts or you’re not sure how to stay interactive, consider working with a content marketing specialist. They can help you come up with ideas for both your website and social media and can even help with planning and scheduling posts so you can dedicate certain sections of time to customer interaction.
The content you share to establish who you are as a business will always be a hugely important factor when it comes to customer loyalty. Keep these suggestions in mind as you continue to grow, and you can start to build more trust with the people who keep coming back for more.
Guest Article by Ainsley Lawrence
Ainsley Lawrence is a freelance writer that lives in the Northwest region of the United States. She has a particular interest in covering topics related to good health, balanced life, and better living through technology. You can follow her on Twitter @AinsleyLawrenc3
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