You have probably had many interactions with your brand over the years. How many of them would trust your brand over any other?
Although brand loyalty is extremely valuable, it can also be elusive. It can be difficult to define, measure and achieve even with the best content curation strategy. What is it that makes a customer loyal? How can you get more customers to be loyal to your company?
Customer loyalty
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Let’s begin by looking at the importance of customer loyalty. This is not something you can afford to ignore. Customer loyalty can have a significant impact on your business in many ways.
* Future purchases. Loyal customers are more likely to purchase future products and services from you. This could be as simple as being a loyal customer and paying your monthly fees or placing future orders for products and/or services.
* Total Value. Loyal customers are more likely to spend more money with your company overall. They are more likely to place larger orders, add more items to their order, as well as placing more orders over the course of their relationship.
* Tolerance and understanding. Loyal customers will also be more open to allowing mistakes to be corrected and forgiving others. Loyal customers might overlook a problem or disappointment with a product of your brand and just move on to the next thing.
* Content opportunities and evangelism. Your most loyal customers might become brand evangelists. They will be marketing and advertising for you, spreading the brand’s values and recommending it. They will be more likely to contribute user-generated material to your cause. Additionally, they will engage with existing content more, which will help share it with more people and make it visible.
Customer loyalty measurement
Image Source: https://delighted.com/net-promoter-score
There are many ways to measure customer loyalty. You could calculate Net Promoter Score (NPS), which is a relative measure how likely a customer will recommend your brand. This can be done by simply completing short surveys that take less than a minute and asking customers and prospects about their satisfaction with your products and services. You can also calculate how likely they are recommend you to others.
It is also a good idea analyze metrics related to customer acquisition and retention. You should pay attention to customer loyalty if you notice high customer churn rates or other signs that customers are leaving.
Factors that Influence Brand Loyalty
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Let’s get to the core question. What factors influence a person to be loyal to a brand?
Consider how this applies to your life. Do you have a brand loyalty that is unwavering? Do you have a brand loyalty?
It could be a combination of these:
* Personal alignment and brand values. Brand loyalty can be largely a matter of aligning with brand values. You might choose this brand over other brands if the company is committed towards environmental sustainability and you are passionate about it. If the company is laid back, if efficiency is a priority, or if other important values are embodied, this might be true. It doesn’t matter if the company holds similar values to the individual.
* Predictability and consistency. Brands that encourage loyalty are very consistent and predictable. When they know the outcome of their decisions, people make more decisions. Customers will return to your company to experience the same great experiences. A negative experience or a great experience will not inspire the same level of loyalty.
Service and product quality. We also have to mention service and product quality. Even loyal customers might not purchase from you if your products or services aren’t up to standard. If your products or services are outstanding, even the most reluctant customers will eventually buy from you.
* Price. It should not surprise you to know that customer loyalty can also be affected by price. Let’s suppose you offer a product for $10 while your competitors charge $15. Even if you don’t have the same product or other problems, customers will continue to buy from you regardless of price.
* Help and conflict resolution. A perfect business is impossible. Businesses make mistakes from time to time and sometimes do things that customers find frustrating or distressing. While this is normal, how you deal with these situations will make a big difference in your customer loyalty. Your customer service and conflict resolution skills will make you more loyal.
* Surprises. Remarkable surprises are more likely to be remembered. Your customers will be more loyal if you surprise them with extras, extras or exceptional examples of service.
* Time. Due to the mere exposure effect, and other cognitive biases people tend to be more positive about brands when they spend more time with them and get to understand them. Loyalty is more likely to develop if a customer stays with you for a longer period of time.
Content Marketing, Curation and Brand Loyalty
Content marketing and content curation are two of the best tools to increase brand loyalty in your company.
You can address all the motivating factors for brand loyalty with content creation and distribution. Content can be used to communicate your brand’s values and reach specific audiences. To build trust and leverage the exposure effect, you can share your content regularly. It can be used to promote your product or service. It can be used to surprise customers with novelty.
Content-related metrics can be used to measure customer loyalty indirectly. You can use content-related metrics to measure customer loyalty. For instance, you could track how many people visit your blog to read your content. How many are returning visitors? These numbers are growing over time.
Why Brand Loyalty is Fragile
These are just a few of the many ways you can support your customers and help them become more loyal to your brand. You can increase customer loyalty and retention if you are consistent and diligent in this area. Even then, brand loyalty in today’s modern age is fragile. Customers have access to almost unlimited information, they can review your competitors and it’s easy to open a new business. It is important to invest in this aspect of your business strategy if you want to retain customers and improve it with new ones.
Scoop.it Blog published the article What Makes a Customer a Brand Loyalist?
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