Talking about audience loyalty, a majority of the organizations blame several factors such as audience, employees, competition and marketing efforts. To establish audience loyalty, you should take up the responsibility for your brand. The way you engage and communicate is really not promoting a connection with your audience. An organization requires three things in order to establish audience loyalty. They are – credibility, reputation and integrity. And these factors are backed by data, personal experience, and science.
Narrow down the unique value proposition (USP). It is very important, as it justifies your reason to exist in the market. You need to provide your products in unique varieties to set them apart from the products offered by other businesses. But what is audience loyalty? The best way to build audience loyalty might be to portray yourself as an expert and demonstrate a genuine interest in helping your prospects and customers. These days, it’s not enough to just offer great content. You also need to build a loyal audience for that content. One of those techniques is interactive content.
Here are 9 simple ways in which you can attract a loyal audience for your business:
Quality Over Quantity
As the entire media industry shifts away from vanity metrics, the number of readers becomes far less important than their level of engagement. Size doesn’t matter. It’s very much about the perceived quality of audience. When acquiring an audience through a paid distribution campaign, it’s crucial to track the quality of those new visitors. Are they spending time with content? Are they coming back? Your expertise is the hub of your branding strategy. Demonstrating that you’re knowledgeable in your field is the cornerstone needed to build a loyal following.
The challenge is developing sufficient knowledge to brand yourself as an expert in an age where information is growing exponentially. And while many of those instances share similar content, most of them have at least some unique information on them – illustrating the vast amount of knowledge that’s literally seconds away for anyone with a keyboard. So rather than branding themselves as an expert in every facet of their field, successful business owners build reputations as experts in a subspecialty. Your audience will yearn for your content if you’re the undisputed expert on your chosen specialty. The trick is finding a specialty that provides value to them and becoming the only source of information they can turn to.
Connecting with your customers is just as important when it comes to building a truly loyal and dedicated audience. Observe the culture before diving In. Yes, you need to know the problems your audience is facing. But you also need to be an expert on your customers’ mindset if you want to position yourself to generate brand loyalty. And that is why, it’s not a great idea to immediately begin engaging with potential followers. If you aren’t entirely clear on what they’re thinking and feeling. Instead, observe your community members in other social media communities before participating with them yourself. Doing so will give you a much better understanding of their perspective, which will make it much easier to connect with them in the future.
Forming personal connections is an imperative part of developing audience loyalty. When it comes down to it, people feel more committed to brands that speak to them on a personal level, rather than using automated messages. This isn’t to say that auto responders should never be used. In fact, they can be a great tool for automating certain types of communications. However, you’ll still want to make sure that every message you send out is personalized as much as possible.
Be Your Own Voice
You need to develop your own voice as it is an expression of those people behind the brand that will set your brand apart the rest and build trust. It can be used to persuade and influence people.
People stay loyal to some brands due to their beliefs and values. You need to combine logical, emotional as well as physical elements in brand missions. Customers are important for any business, and you can do nothing without them. So, it is important to help them in all possible ways. People show loyalty to companies that are responsible. They prefer companies that give back to the world and not just take from it.
Each person has a unique personality that is shaped by experiences, beliefs and internal dialogue. The same applies to businesses. As your organization is built, your personality will emerge. You need to let it shine if you want to connect with the customers and build a bond of loyalty. Apart from these, you need invest in professional design, highlight social proof, set up strong email marketing, and stay away from taking shortcuts.
Showcase The Results
Customers spend time in online research before choosing a brand. You should do this simply by showcasing your results that others have gained. This will instill trust in your brand. Use data to determine when content will perform best and optimize email and social media engagement. Great design isn’t just about good images. It’s absolutely imperative to make sure that both your emails and site are mobile-responsive.
Simply changing the email signup module on mobile, can yield over a hundred email subscription signups a day in a limited test. Creating coherent and authoritative content isn’t the only factor that needs to be taken into consideration. look at things like customer reviews, social media posts, and other online indicators before making a purchasing decision. Customers invest tons of time in online research. Your brand should make this process as simple as possible. Assets like case studies give you a perfect opportunity to showcase the results you’ve brought others. That instills trust. Make the decision to work with your company easy by instilling loyalty through the results you brought others.
Be A Listener
The prominence of social media has opened up companies to more feedback than ever before. People are talking about your company, and it’s time to start listening, if you aren’t already.
Understanding how to use tools like social media to build brand loyalty starts with listening. Tools like Hootsuite give you the power to set up listening channels. Start hearing what your customers are saying and do whatever it takes to respond to their needs.
How do businesses gain a strong base of loyal followers, you ask? There are a number of reasons, but one of the biggest is that – users help the brand earn new followers by encouraging current users to enjoy the products around their friends. When those who aren’t already customers, see the products being used so consistently, they become curious and often adopt the products for themselves. Loyalty can grow quickly if you encourage customers to use your products in and around their communities. If your customers express strong loyalty, encourage them to share the benefits of your product or service with their friends. Encourage them to use the product with pride, and you’ll gradually earn a larger base of loyal users as a result.
Real relationships are formed by going above and beyond the call of duty. You may not find these opportunities every day. But if you seize them when they come your way, you just might land a customer for life. It’s easy to get into the trap of talking at your audience all the time. Managing a social media page or a website is very much like having a megaphone – you sometimes forget to actually listen to your audience. You’ll need to be proactive about avoiding this mistake if you want to build a strong base of loyal readers.
Instead, make it a point to engage your readers directly from time to time. Ask probing questions on your social media profiles or blog posts to solicit feedback on certain issues. Or, reach out individually to followers to get their take on the specific things that may be adversely affecting their perception of your brand. The objective is for you to get involved and share your own opinion or worldview. When you get involved in a discussion, keep your focus on bringing out the best in everyone, both the people asking the question and those attempting to answer it.
Social proof speaks to every aspect of the foundation described at the beginning of this article. It shows your strong reputation, builds credibility, and reveals integrity. Ultimately, all of this causes customers to trust your company. And as we know, customer loyalty starts with trust. If your customers are saying great things about you, don’t be shy about sharing. Other prospects want to hear what your previous customers think of you and your company. Find fun ways to make your customers feel special. Bonus points if you do this publicly. It’s all about acknowledging your customers for the value they bring to your company.
These types of actions show your customers that you care. And it gives you the opportunity to interact one-on-one with them. When you make that kind of connection, it’s much easier to establish customer loyalty. This comes along with accepting your responsibility too. There’s nothing worse than finding yourself in a PR fiasco. But you can use it as an opportunity to build customer loyalty, also. Yes, it sounds a bit counter-intuitive. However, you’d be amazed at what your company can do by handling a crisis the right way.
Establishing audience loyalty happens in two phases – Gaining initial trust and building that trust over time. Solid email marketing assists you with the second phase. It’s a way to interact with your audience consistently over time. A compelling, friendly, and engaging welcome email. The useful, informative autoresponder series. A check-in and feedback request email. An email offering an exclusive benefit. Use a combination of these message types for a well-rounded email marketing initiative.
Social media definitely plays an important role in building audience loyalty, but it should never be emphasized at the expense of email marketing. Email should always be the crux of your offsite marketing efforts. The biggest reason to focus on email marketing over social is that you have much more control over it. Social media algorithms can change overnight, making it difficult to consistently connect with your customers. That’s the kind of loss that simply can’t occur if you’re focusing your marketing and engagement efforts on your own, in-house email list.
This may seem like a no-brainer, but it’s important to remember that building an audience always comes back to creating high quality content that’s tailored to a specific type of user. This includes headlines. But of course, highly clickable headlines still need to deliver on their promise. For years, marketers prioritized the wrong metrics. They focused on boosting traffic to their site, but often did so at the expense of engagement. They often used keyword stuffed SEO headlines to increase their organic search traffic until Google changed its algorithms.
Unfortunately, many people are still using clickbait headlines, which can certainly boost traffic – but, again, at the expense of visitor engagement and trust. They need to understand the relationship between social traffic and engagement. The two were not at all correlated with each other, meaning that social exposure is a very poor metric to use for brand engagement.
Other studies have found that there’s frequently an inverse correlation between clicks and visitor engagement, which usually occurs because brands lure readers to their sites with misleading, clickbait titles. Instead, make sure that your content is actually engaging to your users. Attract them with a promise of value and deliver on it 100% of the time. Create compelling content that addresses the unique needs of your target demographic, and you’ll ultimately be able to connect with them on a much deeper level.