Welcome to the latest edition of our new weekly blog series, Market To Mondays. Each week, we will introduce you to a new group of people you should market to. We’ll tell you who they are, why you should market to them, and how you might get started.
Last week’s group was Unconverted Leads.
Today’s Group = Loyal Customers
Loyal customers, by definition, are those customers that will only buy from you. By all accounts they are happy with the products or services you provide, your price and customer service. And they feel that they don’t need to try your competitors or shop around. They know if they need what you offer, they will come to you.
And for most marketers, it stops there. They are loyal customers. Check them off the list. No need to market to them any further.
Well I’m here to tell you that most marketers are dead wrong! This audience is a perfect one for more marketing. It just takes a little vision and planning to turn your loyal customers into brand advocates.
A loyal customer is great. But a customer that speaks out about how great your company is can lead to even more loyal customers. They can, in a sense, become a free marketing channel for you, by sharing your company’s story via word of mouth.
Customer loyalty is a challenge, and has become more rare over the last decade or so. With increased competition in most industries, new ways for customers to research and learn about products and companies in the marketplace, and new technologies that lower prices and increase access, customers are more likely to shop around for the best value.
So if you’ve got loyal customers, that’s great. But they may not be loyal very long. So developing a marketing plan for your existing customers is important.
It starts with a loyalty program. Get your customers to become members. Membership in your loyalty program might include exclusive offers and discounts, access to products or services others don’t get, points toward future purchases, an online community, etc.
When it pays to be loyal, more people will be loyal.
An online community, social network, or even a simple email list can all help you stay present in your customers’ lives. The more they interact with your brand, the better chance you have of turning them into advocates. Give them a reason to talk about you, and then give them a simple way to talk about you.
Developing a referral program encourages and incentivizes them to spread your message through word of mouth. Some of the fastest growing companies in the world get most of their growth by simple word of mouth and referral marketing.
Encourage positive reviews on sites like Yelp and Facebook. Capitalize on people’s desire to save money, and give them a sense of belonging to something.
When your brand is more than just a company they buy from, when it takes on added importance in their daily habits, you will have a lifetime customer who helps market your products and services.
What group should we cover next? Now accepting submissions for audiences that we will cover in an upcoming “Market To Mondays” post. Submit your ideas via our contact page or in the comments section below.