Social media has evolved into one of the most effective channels for connecting with customers. Nowadays, companies can connect with clients wherever they are and engage with them without paying for content marketing.
Most businesses today see the value of creating a robust social presence and actively endeavor to do so. Consumers’ desire to interact with their favorite companies on social media is also growing.
It is important to understand that social media is very crucial for any business these days. It’s like if you are not using it you are missing a very good potential of loyal customers.
You can’t grow a business without empowering the power of connection, and social media makes it easier for businesses to stay in touch with customers or vice versa.
Below we cover the numerous tactics businesses might employ to win customers’ interest and loyalty. But first, let’s explore consumer loyalty in more detail and see why companies should be concerned about it.
Why Is Customer Loyalty Important?
Customer loyalty is when customers continually choose your company over rivals because they value what you offer.
But is it such a big deal? The answer is a resounding yes.
Loyal consumers help you grow by generating a consistent flow of income. Additionally, they share the positive word of mouth, which might attract new clients.
Think about it: If you have people who trust and believe in your products or services, your business can thrive during the best times and endure challenging times. Loyal customers will help sustain your cash flow and provide stability during difficult times.
But you don’t have to believe our words on the importance of customer loyalty for business. The numbers speak for themselves:
- The level of trust in a brand influences buying decisions for 81% of shoppers
- Repeat consumers account for around 65% of the brand purchases
- 56% of consumers stick to brands they are loyal to, forgoing cheaper alternatives
- 52% of consumers will go above and beyond to buy from companies they trust
- Loyal customers pay 33% more on average for brands they trust
The statistics clearly show that having a strong loyalty strategy can significantly contribute to a brand’s growth and success.
How To Cultivate Loyal Customers?
In this digital era, social media acts as a bridge between brands and their customers. Here are some of the ways businesses can leverage it to cultivate customer connections and create a loyal customer base:
Know Your Customers
The first step to building brand loyalty is getting to know your customers personally. You see, KYC is not just an exercise at preventing fraud but can be immensely useful in personalizing customer experience and fostering stronger connections.
So take the time to listen to your customers’ preferences and understand their buying habits. The information will help you create a sales process that fits their experiences and makes their buying journey memorable.
Let’s imagine, for example, that you create a magazine publishing house. As you communicate with your audience and examine their interactions, you discover a reoccurring pattern among your followers. They frequently state that they choose your magazines because they are produced only from recycled paper, and in digital form.
Once you have this knowledge, you can choose your content and product offers carefully to reflect their beliefs. You might share articles on environmentally friendly products and promote your sustainability initiatives.
If you have a loyal customer base then you can easily ask them what they need. You can go ahead and conduct a Q&A and you’ll have everything you want to know through your social media pages.
This will help your audience see you for what you are and connect with you organically.
Engage With Your Audience On Social Media
Developing an engagement plan becomes much easier once you identify your customers’ needs and preferences. Knowing your consumers, though, and utilizing the data to create relationships are two different things.
To engage with your audience effectively, you should create content that meets their needs and offers value. It could include both informational and promotional material, where you respond to frequently asked inquiries while also highlighting your products and campaigns.
Maintaining consistency in your engagement calendar is also crucial. It helps build trust and expectancy among your audience. It’s best to set a regular posting schedule aligning with your user’s preferences and stick to it.
Another strategy to increase engagement is creating a simple and enjoyable online activity for your audience. It can be a simple opinion poll or a fun contest they can partake in.
There are many trends currently ongoing where the companies are participating and making sure that their audience is engaged with them organically. These activities often spark conversation and spread awareness about your brand.
Create A Customer Loyalty Program
A customer loyalty program may be the most straightforward way to get repeat customers. By incentivizing their purchase, you can maximize the lifetime value of your customers and encourage repeat purchases.
Here are some statistics that highlight the benefit of a loyalty program:
- 64% of customers are inclined to make frequent purchases from brands that offer loyalty programs
- 50% of the members of a loyalty program are more likely to recommend it to others
- 35% of shoppers are inclined to choose a brand with a loyalty program than those without
- 31% of customers are ready to shell out more money to stick to the brand with a loyalty program
The bottom line is that loyalty programs also make the customer feel appreciated. The more valued they feel, the more likely they will stick to you instead of shopping around. You don’t need to run millions of dollars in the advertisement if you somehow make sure that your customers are your real ambassadors.
Take Starbucks, for instance. Their reward program lets you earn points whenever you buy your favorite coffee or snacks. And when you’ve collected enough points, you can get free drinks or food later. This program is a big hit because it keeps customers returning to earn more points and collect rewards.
Respond To Your Customers Timely
Customers want a fast response. Almost 76% of customers expect brands to respond to their queries on social media within 24 hours. Hence, responding to customers promptly is a sure way to win customers’ trust and loyalty.
Timely responses demonstrate that the brand values its customers and their feedback, creating a solid foundation for long-term relationships. It also showcases the brand’s commitment to exceptional customer service, a crucial element of customer loyalty.
Hence, businesses, big or small, should try to respond to customers promptly. Even if you direct them to your help centers and support pages, it can greatly impact customers knowing their concerns are acknowledged.
You can see these examples on Twitter where companies are replying to each customer to make sure that they don’t feel left out. It is important to resolve the query as soon as you can because that shows how good a company you are and it helps you in goodwill as well.
If you’re getting many messages on social media and it’s too much for your support team to handle, you can use customer service platforms. These platforms help you track all social media inquiries and determine which ones need attention from your support agents.
This way, you can prioritize issues that require immediate attention while still responding to all the inquiries.
Showcase Your Values
One thing that attracts young consumers is when a brand’s values align with theirs. About 83% of millennials want the businesses they support to share their political and cultural views. And get this: about 76% want brand CEOs to speak up about social issues.
With GenZ forming a significant portion of the global consumer, brands should ponder this.
When customers find out you share their values, they’re more likely to seek you out. So, if your business has strong moral stances and wants to speak out, social media is the perfect place to start.
When you’re active on social media, remember to share updates about your products or services and posts that show your organization’s core values. If you have a strong view on a specific topic or issue, don’t be shy to share it with your community!
You can even move ahead further and start showcasing your product making, the ingredients you are using to make your products, or just simply conduct a FAQ session through live videos where you can raise awareness for your products.
And if you can, support your stance through charitable partnerships, donations, or active involvement. Show that your brand cares about making a positive impact beyond just business.
When your fans and customers relate to your core values, they will likely stay loyal to your company and the causes you support.
Make Your Brand More Human
Young customers like a brand that is more relevant and authentic. Due to this, many entrepreneurs nowadays often utilize a conversational tone when communicating about their brands. It makes them more approachable, and users feel comfortable reaching out.
Another way to humanize your brand is by sharing stories about your brand’s journey and impact. Show the real people behind your brand and tell about their experiences, struggles, and contributions to your business.
It is important to make sure that you are behaving like a brand but also have this emotional side where more people can feel connected with you. This can be done easily by telling your failures along with your successes. See, it is important to be honest with your customers so they can feel they have a unique sense of connection with you.
What’s even better is to make your employees your best advocates. Have them share their experience with your brands in their own words. Highlight their achievements and milestones and show that you value them as much as your customers.
Presenting the human side of your business makes customers feel more connected and engaged. This emotional bond builds loyalty and encourages repeat business.
Encourage Customer Feedback By Reposting It
Seeking customer feedback is a great way to show your customers that their opinions matter. You can collect reviews on your website itself using online forms, via email, or through social platforms.
Asking for feedback shows that you appreciate your consumers’ opinions and are committed to meeting their requirements. Also, it shows that you care about your customers and you want to be there for them every step of the way. It’s easier said than done but you can do it with the help of social media.
However, collecting opinions is only the first step. It’s also essential to implement the necessary changes based on their suggestions. Once done, market these improvements to your customers and let them know their voice is heard.
You may also share customer feedback on your social media account. The opinions of your consumers are more credible and provide your prospects with an honest assessment of your goods and services.
Additionally, when companies actively interact with consumer material and share it, it inspires others to create more brand-related content. Customers themselves become brand advocates and encourage greater brand loyalty.
Building enduring relationships with your followers and customers is the key to increasing consumer loyalty on social media. It requires a deep appreciation for your customers and a genuine understanding of their needs and preferences.
Creating a tempting loyalty program can immensely help your cause. Attempt to respond promptly to your customers, be authentic while engaging with your customers, and showcase your values and the human side of your brand.
It is about being there for your customers when they need you. Forget about sales or any feedback, and focus on helping them like human beings because it is all about emotions in the end. And soon, you will amass loyal followers and customers, driving your business success.