A base of loyal customers is one of the most valuable assets a business can have. Repeat customers are not only cheaper to market to, but they spend more and make more frequent purchases, too. Branding and marketing are some of the most valuable tools in growing a loyal customer base; however, the right practices must be implemented to ensure long-term success and high return.
Engage with Customers
Social media can prove to be a hugely valuable tool when it comes to brand awareness and customer loyalty. However, it is not enough to simply post relevant content on your brand’s social media sites. The tools must also be used to directly interact with customers.
In today’s digital, world customers want rapid responses from brands on social media, with 42% of those surveyed expecting a response within 60 minutes and 32% wanting a response within 30 minutes. Despite the high demand in this area, many brands are failing to provide any response at all. Having a high response rate is a great way to stand out from the competition while also building customer loyalty.
Understand Your Target Audience
Really understanding your target audience allows you to create a more personalised interaction for customers, helping them to feel a deeper connection to your brand. An understanding of your target market can impact a wide range of practices; for example, it will influence your website design and social media usage, as well as products, services and perks.
Conversion Rate Optimisation
Conversion rate optimization is the process by which you can optimise any investments made on sponsored search ads, landing pages, search engine optimisation and website design in your sales conversion funnel. Essentially, the goal of this practice is to transform visitors to your sites into customers, or to ensure that they enact a desired action like subscribing.
Conversion rate optimization plays a vital role in transforming visitors into customers in a manner that rewards their actions, motivating return visits to the site. Conversion rate optimization can be a very complicated practice, involving a number of different disciplines. Partnering with Sculpt, a Conversion Rate Optimisation Agency (CRO) can prove hugely valuable as their expertise extends to every area of digital marketing, so they are able to ensure that every aspect of your campaign is tailored for conversions.
Redesign for Mobile
Mobile internet usage has surpassed computer usage since 2016, and with more and more people using mobile searches, it has never been more important to optimise for mobile. Having a website that functions the same for computer and mobile users is vital for retaining brand loyalty. Since it is likely that half of your customers are accessing your site via a mobile device or tablet, it is important to ensure that user experience is high. Since Google’s algorithm prioritises websites that function well on mobile, it is likely to not only help you retain loyal customers, but win new ones, too.
Reward and Incentivise
One of the best ways of motivating a customer to return to your brand and make another purchase is to offer them rewards and incentives. A simple way of doing this is through email marketing. Sending news of a product promotion or an exclusive sale to your database of customer emails is a fast, free and effective way of marketing. Not only should the customer feel motivated to make the purchase, but since the promotion is exclusive for past customers, they will feel rewarded, too.