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May 24, 2012

2

It’s All About Loyalty (that is, consumer loyalty, baby!)

by MavenSocial

Okay, so you’ve finally got that stubborn consumer or competitor’s loyal customer to jump over to your side and they’ve finally made the purchase! You’ve officially caught the eye of your intended consumer so obviously the hard part is done, right?

Wrong.

Unfortunately, what marketers often appear to overlook is the fact that while you may have captured the interest of your target group, you need to hold that attention, which is much easier said than done. What every business wants is a person who comes back again and again and goes from a one-time buyer to a loyal customer. Without a doubt, the easiest way to do this with positive ROI every time is through intelligent marketing through social media.

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The goal of keeping a customer interested is best achieved through creating quality, interesting content that provides incentives for repeat purchases. This can be done through Facebook, Twitter, blogs or any way that your customers can keep updated with all of the latest news from your company. It’s important the content you post to these sites provide not only quality information, but that this info is up to date and fresh to make the customer want to be informed.

Such things can be done through several ways:

1) Make the customer feel special. Offer coupons or discounts that only followers of your social media account can use. If you make them feel like they’re part of an exclusive club, you make them feel like they personally matter to your company.

2) Use your channel to provide customer service so that consumers have to go through your site to find the answers to any questions they may have. Not only will that up your traffic, but also the chances of their eye being caught on a passing deal or incentive they wouldn’t have otherwise seen creates an opportunity for them to stay interested.

3) Instead of starting a marketing campaign for a new product on the general public, focus first on the customers you’ve already reached. Who better to want to buy your next product than the very people who have previously had a connection to your brand and were happy with their previous purchase! The more product a person buys from you, the greater their loyalty becomes and the more they’ll come running back for more.

MavenSocial employs these tenants in our social media campaigns, and in building social CRM’s for our clients (read more about Social CRM’s here).  When building a loyalty program, we ensure that the loyalty customers feel and understand that they are an integral part of the company’s pulse, while encouraging them to share other offers with their friends.  There is nothing like the personalized touch of a friend-to-friend brand share.  Loyalty members become the company’s brand advocates, and continue to do so because we first treat them so well (and continue to).

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It’s all about attracting, and holding your loyalty member’s attention.  If you can achieve that, you’ve found the secret sauce, and here at MavenSocial, we believe we have,


And with that,

Sarah

2 Comments Post a comment
  1. Elizabeth
    Jun 11 2012

    I work in the marketing industry, and I must say, that many of our initiatives are based on loyalty programs. The people that are part of your loyalty program are already “convinced” customers, the issue for companies is knowing how to engage (or re-engage) their loyalty list. There is also immense power is not only understanding the loyalty member, but also being able to track their likes and dislikes in order to market to them more efficiently, and empower them as influencers to bring their friends and family to your company (for whatever it may be).

    You’re right, it’s all about the loyalty, baby! Keep your current customers happy – people like to pass on good news!:)

    Reply
    • Jun 11 2012

      Yup, loyalty members are a great way to 1. Pass the word along and bring in more business 2. A more cost efficient way to market (lower cost per acquisition because you have targeted leads).

      Reply

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