Did you know that it is less expensive to retain existing customers than to acquire new ones? It is now possible to use easier and less expensive solutions to control your marketing budget and maximize your profitability. Today, digital marketing is not only a sales tool, it is also an excellent lever for loyalty. The web offers a myriad of tools to set up an effective loyalty program.
WHAT IS CUSTOMER LOYALTY?
To be a loyal customer to a company is to consider it as part of one’s habits, and to feel attachment to it. Thus, customer loyalty can be defined as a behavior by which a consumer repeats purchases of a product or service for the benefit of the same brand.
- Personalize Your Approach
Digital marketing makes it easy to collect interesting data on the purchasing behavior of customers, which will then allow the company to build a customer file on which it can rely to carry out relevant marketing actions. The company will therefore have to use this collected data wisely by personalizing its communications with its customers.
- Maintain Relationships
In addition, digital marketing has made it possible to improve the interactivity in the relationship that companies can have with their customers. Social media, such as Instagram, Facebook or LinkedIn have become relevant interaction platforms and are a real gold mine for building long-term relationships with customers.
To conclude, digital marketing is an essential tool for long-term customer loyalty. Indeed, digital marketing allows to create a solid link between customers and a company. Through the use of different communication channels and quality customer data, a company can maintain a special and privileged relationship with its consumers.
How to build customer loyalty with inbound marketing
Inbound marketing is a widely used tactic to acquire new customers. In fact, it’s used to attract a new consumer, provide value throughout their buying journey and, ultimately, close a sale. But what about the next step? What do we do once the prospect becomes a customer?
Let’s illustrate the situation in another way. Let’s say you meet an individual who interests you, this person has all the characteristics to become an exceptional life partner. You decide to go and talk to them, then you go for a coffee, a dinner in a restaurant, eventually you buy them chocolate, send them flowers, etc. In short, you spoil them enormously. In short, you spoil her a lot until you are officially in a relationship. From one day to the next, will you stop pampering her and communicating with her? Of course not!
It’s the same thing when it comes to marketing. Just because you’ve made a sale doesn’t mean you shouldn’t continue to give value to that consumer. On the contrary, we want to build this relationship further in order to create loyalty and, potentially, turn them into ambassadors for the company.
The importance of loyalty:
Retaining a consumer is much more effective than acquiring a new one. Read that sentence again to make sure you remember it. In fact, acquiring a new customer can cost up to 5x more than retaining an existing one. And it’s much easier to sell a new product or service to an existing customer than a new one. Indeed, your customers already trust your company, your products and/or your services. Thus, the probability of selling to a current customer is 60-70% while to a new customer, this statistic is between 5% and 20%.
In addition to the monetary aspect, having a loyal customer base can have a desirable effect on your company’s reputation. Indeed, through inbound marketing tactics, it is possible to encourage your consumers to become promoters of your brand and thus increase word-of-mouth.
Today, I’m going to present you with 4 simple steps to make your consumers loyal and turn them into promoters of your brand.
- Implement a customer relationship management (CRM) system
- Build a relationship with your customers by communicating
- Offer value to its customers
- Stimulate consumer engagement
Finally, a good way to stimulate the engagement of your consumers is to be active on social networks. By making regular posts, it leaves a place for your consumers to interact with you and even share your posts. Offer quizzes, games, ask questions, ask for their opinion, do a live Q&A, share your value-added content, organize a contest, etc.
At Enkronos, we offer all the necessary inbound tools to communicate effectively and build customer loyalty. Whether it’s adding a pop-up to announce a new guide on your website, sending a weekly newsletter, inviting your best customers to a special event with a landing page or creating a content funnel with powerful automations, Enkronos has the solution for you. Contact Enkronos team today.