It has often been said that retaining customers is cheaper than getting new customers. But there are other benefits to having brand loyalty. Your customers will be more forgiving when you make a mistake. They are more likely to spend often and sometimes more. They will do free marketing for you through word-of-mouth advertising. And finally, you can forecast the future and how your business will do. With these benefits, how can you build brand loyalty for your SMEs? Here are six steps to building brand loyalty.
STEP 1: Excel at what you do
Ensure that you offer your service or product to the best of your ability. One way to stand out from the crowd is to excel in your field. You can also highlight your skills by talking at important events for your industry and writing articles or blogs for well-known websites in your industry.
STEP 2: Be consistent
Brand loyalty comes from trust and trust is built through consistency. It is crucial that you stick to your values and that no matter where your brand is, it is recognisable as the same brand someone may have seen somewhere else. You need to speak with the same brand voice on any platform showcasing your brand. You also need to ensure that your brand colours and logo are the same wherever people may see it.
STEP 3: Look after your client
Once companies attain their clients, they often believe their work is done. The customer will keep coming back but this is not a given. Like any successful relationship, you need to ensure you participate and make your customer feel valued. This can be from a basic “thank you” to personalising the newsletters which you send them. By showing your care for your customers you will grow a connection with them.
STEP 4: Take feedback seriously
Often companies ask for feedback but then don’t action their findings. If you are getting similar feedback from a number of different customers then you need to look into it. Even if the complaint is small, it is better to nip it in the bud before it becomes a serious issue in the future.
STEP 5: Communicate with your customer
We are more connected than we have ever been in the past. With multiple ways to communicate with our customers, we have no excuse. You need to find out which social media platforms your customers are present on and develop a community on these channels. You can SMS and use a variety of instant messaging apps to speak with your customers about changes in their orders and lastly, you can still call your customers or speak to them face to face.
STEP 6: Reward your customers
Offer your loyal customers a reward for continuing to buy from you. You can give them a discount after a number of purchases or you can offer them a reward for referring friends and family to you.
By following these six steps you will develop brand loyalty and hopefully, in the near future your company will become a household name in your industry.
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