Anyone in business understands the process customers take before they buy from us. Potential customers need to know, like, and trust us and our brand marketing must reflect that.
We also know that getting a new customer can cost up to five times more than retaining one of our existing customers. In fact, increasing the rate you retain customers by 5% can increase profits by more than 25%.
One of the best ways of helping clients along that purchasing journey, and retaining current clients, is by building strong relationships with them.
How can your brand marketing do that?
There are 7 key ways you can build those relationships…
Understand who your customers are and what they care about – Having a detailed marketing persona of your ideal client allows you to create content which is relevant to them and engages them. It means you know which subjects to choose, how to approach social media posts, blogs, and videos, and where and when to post it.
Be responsive and accessible – The use of chatbots, especially on social media platforms such as Facebook, has allowed even the smallest businesses to be extremely responsive to customer queries, questions, and complaints. Using chatbots as part of your marketing allows your clients to feel they can keep in touch 24/7.
Build your tribe – Having an active social media presence on key platforms such as Facebook, Instagram, Twitter, LinkedIn, and Pinterest is vital to ensure your customers feel part of your tribe. Get them to sign up to your email list with useful lead generators, ask them to join your Facebook groups. Give them regular, useful, and engaging content.
Tell people your why – Most businesses tell potential clients who they are and what they are. Sometimes, we forget the WHY. This is the most important part of our story and helps people connect with our mission and motivation.
Be consistent about your messages – Choose 3 key messages you’d like your potential customers to get about your business and use them consistently across all of your marketing – from your flyers and brochures to your business cards, website, social media feeds, and online advertising.
Seize the emotion – Many people don’t make purchasing choices just because of cold, hard facts. Often, we tap into emotions when we’re making those decisions. Make your customers feel happy, inspired, and engaged with your marketing content. Make them love your brand.
Be the answer to their problems – Having a persona will allow you to see what problems your customers face and how you answer them. Your marketing content should show them how your business is the solution they need.
Once you’ve cultivated those strong relationships, you’re far more likely to convert your prospects into paying customers.
Do you need help with your brand marketing? Call us on 01443 571375 or get in touch here.
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