Prospective buyers might be drawn to your company through your advertising, a random encounter with your social media post, an online search or for many other reasons. And they may even purchase a product from you.
But then what?
How do you encourage those customers to come back?
One answer: by providing an exceptional customer experience. According to many studies, people are more loyal to brands that prioritize positive customer encounters. They’re often willing to spend more money with those brands, too.
The opportunities to create memorable experiences are endless - from providing friendly service at the point of sale, to building an intuitive online ordering process, to producing quality products - but this post will focus on just three efforts, all of which you can write into your marketing plan.
1) Present Your Brand Consistently
Creating a memorable brand is tough enough when every campaign and all the elements are executed perfectly, but when your exterior signage varies from store to store and the brand voice changes from week to week, you make it even harder for potential customers to pick your brand out of a crowd and recall your unique value.
People WANT to encounter brands they like. They WANT to discover companies they can identify with. So, make it easier for them to find and remember you.
Maintaining consistency across all touchpoints also sends the message that your brand cares about details, that you’re reliable and, yes, even trustworthy.
2) Craft Your Messaging with Customers in Mind
Is your copy and content self-focused? If so, there’s a good chance your audience is ignoring it. But when you use your marketing and advertising to tell interesting stories, provide valuable information and even help people live and work easier, you’ll create loyal consumers of the articles, videos and ads you publish.
When the marketing channel allows, tailor your message to each customer’s position in the buying cycle. Email is especially flexible that way. CRM systems can track that position and create workflows that allow you to send messages to customers based on their readiness to buy. That personalized outreach can also prevent the burnout that comes with repetitive or irrelevant ads.
3) Act on Feedback
Do you encourage customer input via your website, social channels, surveys, review sites or comment cards? And once you receive it, how do you react?
People want to know their thoughts are taken seriously. When you acknowledge and respond to their feedback you reinforce that their time and opinions matter and that they’re important to your company. You'll help customers feel included and remind them that they play a role in your mission or culture. And that can strengthen their connection to your company.