5 Tips on How to Develop Brand Fanatics
Strong customer relationships matter for a successful business
Many of the startuppers know that Millenials just love experiences. The truth is that the majority of people love it. A report of Generations on the Move discovered that about 74% of Americans prefer experiences over material goods. Be it a genuine need for adventure or just a jealousy status for their friends. Today, the consumer prefers purchasing fleeting moments (Instagram stories, documented images, etc) over forever objects.
While this buzz is something that any company must try to cash out. There’s a dire need to learn how to use it. To help you with that, here’s a list of tips on how to develop brand fanatics around your business. They’re also called as four tactics that engender loyalty.
1. Get Granular with Marketing
It is a truth that when brands speak to everyone at once, they’re likely to be heard by no one. Longtime fans, in particular, can tell when companies skip segmentation and try to target everyone with a single set of talking points. Even products and services with clear-cut use cases have customers of different demographics and desires.
Although creating multiple versions of marketing assets costs more upfront, thinking about different audiences and personalization pays off. As an example, Molekule, a San Francisco-based clean air purification company, partnered with performance video company TubeScience to find new customers. They create 2 Facebook campaigns having eight ad sets each. Leveraging the different types of content and testing into different campaign budget management strategies, Molekule was able to realize a 1.25-fold greater return on its ad spend and a 19 percent lower cost per purchase. Across a campaign, those savings more than build-up for the additional video production costs.
2. Plan Exclusive Events
To show your fans value, as a business, go beyond the traditional methods (e.g. rewards-points offers and discounts) and treat them to extraordinary experiences. You may provide early access to next anticipated products, or let beta users test your latest inventions. Also, you can even invite them to release parties and employee meet-and-greets. Even the most inexpensive offerings can make customers feel special if they involve elements of true exclusivity and insider-level brand engagement.
If a sizable portion of your company’s revenue comes from a few customers, host a one-night-only event filled with perks. Go big: Deluxe catering, live music, and swag bags can create a VIP experience. American Express does this for its Centurion customers, who spend at least $250,000 per year on their cards. You need to account for any chance you get to show top customers how much you appreciate their loyalty towards the business.
3. Allow Customers to Buy Bigger Benefits
Many MNCs have figured out that fans will, in fact, pay for better perks. Amazon Prime is the most popular example, charging $119 per year for benefits that range from free two-day shipping to unlimited photo storage. Amazon isn’t the only brand that charges for premium experiences, though. For just $20, REI offers customers a lifetime membership to the REI Co-op program, which comes with a host of perks. Loyalists get 10 percent back in an annual dividend, as well as invitations for special offers, members-only event access and chances to take special classes and trips. The price is small, but members who join feel much closer to their favorite brand — and the value more than justifies the price.
Strong customer relationships is the best thing that can happen to your company. It would lower your sales and marketing expenses, protect you from market downturns and provide unparalleled product insights. Speak straight to fans and give them the perks they want, and they’ll stick around, even if you slip up.
4. Freedom to Choose For Communication Channels
Consumers live across multiple platforms. Many of them won’t put up with companies that only speak to their customers by phone or through email. Worse, frustrated users will take the opportunity to blast brands on the same channels they neglected. Even when only a dozen customers use a given platform, be on it. You may also enable mobile notifications so you can answer inquiries immediately.
Design agency FreshSparks suggests brands only have an hour to respond on social sites before they risk losing the customer. Handle simple requests like, “What is the email address for your location near me?” in the comments. When someone asks a personal question (or uses accusatory language), invite them to continue the conversation in a private message.
5. Ask for The Feedback
One thing is for sure. Your top customers would love to give you their thoughts on your products. You should invite them first to participate in surveys and focus groups. Since they’ll be the ones who know your products in-out and can make suggestions for needed improvements.
The key to successfully working with the folks that love your brand is to think for them. By that I mean, to find ways to make them feel special and included. And then pay attention to how they talk about your brand online and support that. A solid & strong relationship with a brand fanatic could last for years! I would recommend you using Answer The Public tool if you want to upscale your selling tactics.
Lastly, I hope this post helped you on how to develop brand fanatics as a business. Let me know your thoughts in the comment section below.
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