Creating content for your blog that can increase your brand loyalty
Being able to transform your creative thinking into a piece of content alone won’t benefit your business and clearly won’t increase your brand awareness. It's high time to be more strategic about preparing content for your blog in order to build your brand loyalty, and we will gladly provide you with some useful advice on how to implement it.
Summary
What is brand loyalty?
Let’s start with defining what brand loyalty means and what it takes for a consumer to become ‘loyal’ to a certain brand. Brand loyalty is that type of consumer behavior, when they start to prioritize a particular brand over all the other ones, which offers similar products or services. Importantly, at this point a consumer bases their choice on being loyal to a specific brand based on several factors, and the most common among them includes good customer service, an abundance of personalized offers, great deals, and well-designed brand loyalty programs.
Why is brand loyalty important?
So why is it important to put effort into building your brand loyalty? Firstly, established brand loyalty is an integral part of a long-term and sustainable business strategy. If you find yourself constantly brainstorming about exclusive ideas and tools to attract primarily new customers, you are likely leaving behind very important contributors to your business success - the brand loyalists. According to statistics, 80% of your future income will consist of 20% of your present clientele, which speaks for the long-term effect of increasing your brand loyalty. As for the question of sustainability, it is proven that it costs you almost five times more to develop a business strategy specifically for reaching new clients than previous ones; for instance, improving brand loyalty programs for existing customer base. Of course this doesn’t mean that you should give up on generating up-to-date business campaigns, aimed at getting new clients for your brand - just don’t underestimate the benefits of strong brand loyalty.
What is the difference between brand loyalty and customer loyalty?
At first glance these two terms seem to be almost identical - both customer and brand loyalty are associated with a positive impression about your brand, which makes it stand out among all the competitors in the eyes of a customer. However, in reality customer and brand loyalty pursue different objectives: while customer loyalty is mainly enhanced by special offers and discounts, brand loyalists are motivated by the quality of your goods and services as well as the overall positive image of your brand regardless of the price you offer. Therefore, the ways of increasing your customer loyalty and brand loyalty also differ. Understanding the financial capability of your clients is the key to customer loyalty, while brand loyalty requires more in-depth analysis of a client’s expectations of a great customer service. So if you are looking for strong customer loyalty - focus on providing your clients with tempting discounts and promos in accordance with well-researched market’s needs. but if you choose to stick to increasing your brand loyalty - try to make your customer experience special and irreplaceable by any other competitor in your field.
Creating content & choosing marketing strategy to increase your brand loyalty
So which kind of content can help you gain strong brand loyalty? First of all, you need to set up your unique brand story that represents your company’s values and contributes to your authenticity on the market. For example, at PRLab we value collaboration with purpose-driven companies, which is why we regularly update our client spotlight with case studies summarizing the experience of our partnership. Having worked on your brand story, you need to identify your brand voice and use it throughout various Social Media platforms. A combination of having a unique story to tell and using your own brand voice to spread it will help you become an outstanding company and help distinguish yourself from others who provide similar services.
Also, apart from being authentic, it’s crucial to maintain consistency while preparing and sharing your content. Here comes the importance of adapting an effective content marketing strategy: establish your own Social Media plan, avoid spamming and aggressive promotions, so your customers feel well-informed and updated, but not overwhelmed by abundance of poorly organised content.
A good addition to that could be making your content plan more personalized through sharing positive customer experience: you can add a whole section on your website or social media profile, which will include some of your customers' feedback on their own experience of trusting your brand. This marketing strategy is known as social proof marketing, which adds transparency to your customer service through sharing individual customer stories. According to the Word of Mouth report, 83 % of the customers choose to prioritize a certain brand over all the others based on the customer's individual recommendation. This shows that brand loyalty, in this case expressed through the company's positive image, is a significant contribution to your brand’s success on the market.
Finally, make sure to act responsive: be prepared to actively interact with your customers - provide them with timely responses, updates and follow-ups, listen to their needs by offering them to suggest topics of their interest. Responsiveness is one of the key elements of brand loyalty as it allows you to fulfill customer’s individual expectations and, as a result, make his customer experience special.
All in all, remember that increasing your brand loyalty is a multi-stage process, which always needs to be maintained and improved in accordance with your customer’s needs and expectations. Fortunately, today we have all the necessary tools for identifying them - go deep into analyzing your customers behavior, gather feedback and make sure to deliver excellent customer service.
Published: 04/08/2020