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A guide to exploding your brand loyalty on social media

Yado Team – Social Media Marketing
14 December .  5 min read

There is no shortage of options when it comes to buying just about anything yet  90% of consumers still report to be brand-loyal. 

The key to cultivating brand loyalty amongst customers is to give them experience they won’t find anywhere else. This might seem almost impossible when you think about it from such a bird’s-eye perspective, but it can be broken down into concrete tactics that can be easily integrated into your social media marketing strategy.

In this post, we will discuss 5 ways you can leverage social media to cultivate brand loyalty amongst your existing customers.

Provide superb customer service.

No matter which industry you are in, providing excellent customer service goes a long way in fostering consumer sense of loyalty towards your brand. Studies have found that 89 percent of customers will not think twice to switch brands after being given poor customer service. And that applies to all channels of brand-customer interaction including social media. 

In fact, social media is increasingly becoming customers’ go-to medium to  receive customer service. To put it into perspective, research from the Instituite of Customer Service shows that 1 in every 3 customers solicit advice about brands’ products and services on social media.

If you receive customer service queries on your social, make sure to acknowledge and respond to them as you would to a regular face-to-face query in store – in a proper and timely manner. However, this doesn’t only apply to direct questions about purchased products. Acknowledging customer sentiment – both positive and negative – can  go a long way at cultivating sense of loyalty amongst your audience.

Find your brand voice.

When your business is lacking in an authentic brand story and consistent brand voice, you are losing a golden opportunity to prove to your customers that they can trust your brand. People might still buy your products here and there but they are unlikely to stick with them and will be easily swayed by more lucrative competitor offers. That’s why having a consistent brand voice that resonates with your target audience is key to cultivating brand loyalty.

Social media gives businesses a unique chance to tell their story and communicate their brand values in a way that most appeals to their buyer persona. It would be silly not to use the social media phenomenon to your advantage! 

So, don’t be afraid to show some personality in your consumer communications on social media. Just like Taco Bell does; their short punchy tweets are spot-on for their young and hip target audience. The company keeps their brand voice light and carefree pairing it with wacky images and enjoying an avalanche of engagement as a result.

Build a community

Building a dedicated community following on social media can mean the difference between an ever-growing legion of brand-loyal ambassadors, or a social channel that ultimately gets lost in the noise of social. You could, for example, create a Facebook group or use a brand hashtag on Instagram to get users talking to you as well as to each other. However, before you do so it is important that you know who your audience is in the first place both in terms of demographics and psychographics. 

Once you identified and researched your audience, you need to engage with them based on where they are in the buyer’s journey by answering their questions, acknowledging their concerns and involving them in your brand’s social media initiatives. If you want your community to grow, all these need to happen on a regular and consistent basis to give people an incentive to stay and, ultimately, become your brand ambassadors.

Starbucks achieved this goal by creating My Starbucks Idea – a forum where java enthusiasts can share their own coffee ideas and vote on the ones by other members.This kind of initiative goes a long way at making customers feel valued; and valued customer is not so easily swayed by competitors!

Provide personalized customer experience

According to the Segment report, 44 percent of consumers said that they are likely to show loyalty to a brand after they received personalized treatment from it. Research from a Harris Poll also shows that 37 percent of consumers will stop buying from a brand that fails to provide personalized customer experience. If you have set your eyes on retaining your customer base, it is important to have a documented personalization strategy in place.

To provide personalized customer experiences, a business must understand its customer throughout the whole customer journey. Offer, rewards, discounts and other customer loyalty initiatives must correspond to the customer’s needs at a precise touchpoint during the customer lifecycle. The more personalized the experience, the more impact it will make.

A great example of clever social media marketing personalization is the British confectionary brand Cadbury. Cadbury used machine learning to analyze their facebook followers who had allowed the platform access to their information such as age, location, and interests. Based on this information, Cadbury made personalized videos for their subscribers which incorporated photographs and names pulled from their Facebook profile. 

Cadbury Personalized Video Link: https://www.youtube.com/watch?time_continue=49&v=RZYMlSn99e0&feature=emb_logo

Brand loyalty goes a long way in helping your business thrive

The ultimate goal of cultivating loyalty amongst your customers is to ‘convert’ them into your brand ambassadors who will create a buzz around your business, support your initiatives and help improve your products and services. This can go a long way in helping your business thrive without spending a massive chunk of your capital on paid advertising.

Stay engaged and in communication with your social media audience, make it personal, and take note of their feedback and sentiment towards your brand. This will help you to really zoom in on their needs and skyrocket your customer retention thereby setting your business on a sure path to sustainable long-term growth.

https://www.prismglobalmarketing.com/blog/how-to-leverage-social-media-to-build-brand-loyalty

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