How do you develop a marketing program that attracts loyal customers?
Here are five tips to get your brand team thinking:
1) Understand what drives your customers
Learn how they think, feel, and behave towards your business. This isn’t easy, but if you can discover these consumer insights, you’ll be better positioned to create loyal customers.
Obsess about your customers. Talk to them. Ask them questions. Read their comments about you and your products on social media. Read blog posts related to your brand. Most of all, truly listen to what your customers are saying.
2) Be relentless in serving your best customers better than anyone else
Give your loyal customers plenty of reasons to stay with you and no reasons to leave. Push your organization to continually find ways to make your customers’ lives easier.
3) Find ways to wow and surprise your customers
Do something extraordinary and unexpected for your loyal customers. Instead of playing with “word-of-mouth marketing” programs, focus on better serving your customers and word of mouth will happen naturally.
Simply put: give your customers something worth talking about.
4) Focus on what your business does best
If you try to be all things to all people, you’ll end up being nothing to everyone. Be bold. Be unique. Differentiate your business around your strengths.
Ritz-Carlton is a hotel of ladies and gentlemen serving ladies and gentlemen.
5) Deliver on your brand’s promise … consistently
First, determine what your business stands for. Then, be relentless in your dedication to deliver on your brand promise each and every day.
Harley-Davidson customers love the freedom of the open road that the brand promises. Oprah stands for empowerment, hope, and the promise of a better tomorrow.
Walking the path of customer loyalty isn’t for the faint at heart. But if you’re creative, brave, bold, and committed to serving your customers for the long haul, an extraordinary, prosperous future awaits.