Changing a One-time Buyer Into a Loyal Fan
Everyone has that one brand that they will never stray from. Need toothpaste? Crest. Running shoes? Nike. Cell Phone? Apple. But in a world with so many options, how do you stand out? There are plenty of ways to convert a casual shopper into a devoted customer, so establishing a sense of loyalty can be easier than you think! First, it’s important to understand why you should be focused on turning your customers into loyal fans.
Benefits of Turning Customers Into Fans
Merriam-Webster defines the word “fan” as an enthusiastic devotee or ardent admirer. Casual shoppers are always welcome, but you also want them to be excited about you. Why do you think teams always prefer to play on their home turf? Because fans can literally change the game!
Your Revenue Will Increase
People who are loyal to your brand will continue to shop with you — and will usually spend more money when doing so. If they’ve been happy with your product or service, they’ll trust you when it comes to future purchases. Having one great experience goes a long way in the eyes of a consumer, so make that first impression last.
Selling New Products Will Be Easier
In addition to continuing to buy one product from you, they’ll probably buy other things, too, because they have confidence in your brand. According to a Forbes article, you have a 60 to 70 percent chance of selling to someone who has already bought from you, but the success rate for selling to a new customer is as low as 5 to 20 percent. So when you have a new product coming out, it will be much easier to sell it since you already have a loyal base.
You’ll Spend Less
Invesp ran a study analyzing the statistics and trends of customer costs and found that customer acquisition can be five times more expensive than customer retention. Essentially, this means you’ll save a lot of money if you can keep the customers you already have instead of just trying to attract new ones. This doesn’t mean you shouldn’t pursue new leads, but don’t forget about your existing ones — keeping them satisfied should still be a priority.
Word of Mouth Advertising Will Increase
Not all advertising requires you to spend money — a really powerful tool is your customers’ opinions. This costs you nothing and can steer other potential buyers in your direction. When a consumer is happy with your product, they’re going to tell their friends about it. Giving someone a great experience ensures that they will suggest you to people looking for the same.
As great as word of mouth advertising can be, it’s important to note that customers will also mention bad experiences they had with your service. People trust their friends’ judgments, so you could lose a potential customer before they even try your product. Treat every customer question, comment, and concern like your business depends on it and you will turn customers into fans!
You’ll Gain a Competitive Edge
When people start spreading the word about you, other customers won’t be the only ones listening. Word of mouth advertising will enhance your credibility in your industry and make other companies see you as one of their peers and legitimate competitors.
Ways to Increase Brand Loyalty
Brand loyalty isn’t something that’s going to develop on its own, you’re going to have to work for it. Fortunately, implementing just a few changes in your business strategy will make all the difference.
Offer Competitive Prices
For a first-time buyer, the very first thing they are going to do is compare prices between you and your competitors. If your product is being sold for significantly more than it’s actually worth, it’s going to turn people off. Everyone likes to feel like they’re getting a greal deal when they spend their hard-earned money, so overcharging customers will ensure they don’t come back.
Always Deliver On Time
When you say you’re going to have something done at a certain time, make sure you do. By being late, you’re already establishing a sense of mistrust! On-time delivery is one of the most important aspects of satisfying your consumers.
No matter how big and busy your company gets, don’t sacrifice quality for quantity. Every product you sell should be the best version of it. Think of your favorite restaurant – are you going to keep going there if the food is undercooked? If the servers are rude? If the bathrooms are dirty? No! The same applies for your products and the service provided, so make every customer’s experience a good one.
Reward Your Customers
Recognizing your customers’ loyalty by rewarding them once in a while is a great way to keep them happy. If you’re a smaller business, consider more personalized rewards like a small gift for your regular customers during the holidays. If you’re a larger company, implementing a rewards program is a great idea.
Listen to Your Customers
Don’t just provide your customers with a way to give feedback, actually listen to it. This shows them that you care about their opinions and you’re trying your best to satisfy them. If someone is having an issue, it goes a long way for them to see a real human being trying to solve their problem.
Be Active on Social Media
Social media is an easy (and free!) way to keep up with your customers. You can interact with, update, and monitor your customers, all while adding a personal touch. Having a strong social media presence increases brand recognition and also gives your business some personality.
Let Us Help You Turn Your Customers Into Fans
At Pinckney Marketing, we understand the importance of establishing brand loyalty and how it can affect your business. If you’d like more tips and resources on how to turn customers into loyal fans, check out our free digital marketing tools! We’d be more than happy to help you boost your brand and start building that fanbase.