Marketing is SO different than it was just a few years ago. While the Web makes it easier to start a company these days, 9 out of 10 startups still fail.
One way to claim a top 1% spot is to fully engage your customer base. A healthy bunch of repeat customers is one step shy of a wild band of brand advocates who will help you sell your product.
Hear that? Brand advocates are loyal, enthusiastic customers who sell FOR you.
No matter what you do, some percentage of your customers are only one-time opportunities. Others will appreciate your company so much they’ll become long-term customers, and they’ll recommend you to their family and friends. These are your potential brand advocates. It's up to you to provide them incentive to continue to do business with your company.
Ask yourself right now:
- What do we offer our customers that outshines our competition?
- How do we show our customers we care?
Hint: If you can answer those two questions, you’re doing your part to generate a repeat customer base rampant with brand advocacy. Could you do more?
1. Above ALL: Create Evangelists with Superior Customer Service
Loyal, enthusiastic customers don't just happen. It starts with product and ends—or continues on and on—with exceptional customer service. Understand that customers don’t necessarily have to love you to continue to do business with you. Some will continue to buy your product or services because you offer something unique, because they’re resistant to change, or because your competition has a worse reputation than you do...but they’ll never advocate your brand.
Brand advocates are crazy about you. They love your products and services and their recommendations don’t come with an attached “but…”. As in, “The product is great, but the customer service is terrible.”
The first step to creating brand evangelists is to remove the “but…” with excellent customer service.
2. Offer Up Relevant, Smart, Emotional, Entertaining Content Marketing
How do your customers feel when they use your products or engage in your services? What are your customers’ interests? How can you help your customers solve even more of their most pressing problems?
Most importantly: What do your customers WANT?
It’s your job to learn these answers and provide the information, authenticity, and powerful storytelling they seek through engaging content marketing. Provide the best content on the Web that meets and exceeds your customers’ expectations—and your customers will love you for it.
Bonus: Great content marketing is great for search engine optimization (SEO)—so not only does content marketing help you cultivate brand loyalty, it also helps you gain new prospects and customers.
3. Reward the Refer-A-Friend
Refer-A-Friend rewards both the person referring AND the new customer. Dropbox is a great example. By offering extra storage on both sides, Dropbox increased signups by 60% and went from 100,000 users to 4 million in just over a year. Bam.
4. Create an Exclusive Club
Asking customers to “buy” a “rewards card” seems like a bad idea, but it works, and it works well. Amazon charges $99 per year for its Prime membership, and the rewards are worth it to both customers and Amazon. Perks include free shipping, movies, music, books, early-access deals, and more.
Here’s the kicker: Prime members spend an average of $1,500 a year, about $900 more than the average amount spent by non-member customers.
5. Give Back
TOMS is a company rooted in social good. The concept is simple: For every pair of shoes purchased, Toms provides a pair of shoes to children around the world most in need. The program has become so popular that Toms has expanded; now they also provide clean water, eyeglasses, training, and kits packed with items to help women more safely give birth.
Use these 5 great marketing ideas to inspire your customers to want to share their enthusiasm with others—so they tell others how much they like your products, your services, and the perks you offer to earn their business. This kind of ongoing customer lovin’ creates an emotional connection that’s difficult for your competitors to disrupt.
Stop banging on the front door of your customer’s mind …when the side door is wide open! Want to learn more about effective content marketing? Whether you decide to outsource content marketing or not, this eBook is chock-full of great information on content marketing. Download this FREE guide, Side Door Thinking, to discover how content marketing can help you ramp up your website and complete your marketing strategy.
You’ll learn how to:
- Increase Your Referral Rate
- Increase Your Social Media Reach
- Leverage New Product Lines & Revenue Streams
- Earn Your Customer’s Loyalty & Business
- Position Yourself As An Industry Leader & Trusted Resource