Many companies want to figure out how to optimize the loyalty they have with their audience or customers. Here are four strategies than can help.
Generally speaking, high-performing businesses are obsessed with figuring out how to improve loyalty among their customers. There are, after all, many reasons that they might turn to other options – it’s the nature of a free market. However, there are also legitimate marketing strategies that you can use to take control of the situation and improve your audience loyalty.
You basically need to have three things in place if you want to be able to earn audience loyalty, and they are interconnected: integrity (consistency in delivering safe and effective value), credibility (essentially consumer confidence in your services) and reputation (how you’re known, through means such as testimonials and brand awareness).
By dedicating your company to enhancing its integrity, credibility and reputation, you can improve commitment and make people want to be loyal to your company.
4 marketing strategies to improve audience loyalty
Here are a few ways you can work with those “trust” elements above and improve loyalty with your customers:
- Know your UVP (unique value proposition). “People won’t ever buy from you if they don’t even understand why they should pay attention to you,” says Peter Sandeen. “And they notice you only if you have a strong value proposition.” For instance, the doughnut shop Voodoo Doughnuts is expanding in part because it zeroed in on broad and interesting types of doughnuts as its hook.
- Understand your voice. You want to know exactly what your voice is. That achieves a few purposes. First, it is a way to humanize the company, with the people who control the brand expressing themselves through it. Second, as with the UVP, it differentiates you from your rivals. Third, it makes people trust you more. Finally, it can be used directly with your audience to help you sell. For example, Taco Bell uses a snarky tone on Twitter to build its brand.
- Have a cause. If you align yourself with certain cultural elements, you can gravitate toward the customers who are part of that culture. For instance, Warby Parker positions itself as rebellious and independent.
- Put content online. One of the most important marketing strategies is to simply build your online presence. The most trusted way to do that, and increasingly so, is to generate lots of quality original content. If you don’t think content is important, look at a recent study. The poll “surveyed 501 millennials,” says NewsCred, “and the results reveal that nearly two-thirds (62%) feel a direct correlation between content marketing and brand loyalty.” For example, Starbucks has committed itself to improving its media angle so much that it hired a reporter away from the Washington Post.
The multi-layered approach
When it comes to improving loyalty, your UVP, voice, and cause are critical. With content, though, how do you deal with the diversity of influences that are impacting consumers? At Ren Scott Creative, we tap into all those influences for more leads, better conversions & increased revenue. Learn more.