Brand Management: How to Build Customer Loyalty with Content
In today’s digital market, nearly every niche is saturated. From tacky t-shirts to whispering videos on YouTube, people and businesses are building empires based on branding and content distribution. Branding is the most impactful way that businesses communicate with consumers, differentiate from competitors, and create a name for the brand in a world full of startups and great ideas.
But building trust through developing a solid brand management strategy is often overlooked by digital marketers, mainly because it’s far easier to track the analytics of a PPC ad or SEO campaign than taking the time to develop customer loyalty.
Brand Management Stats
If a customer has previously made a purchase from a company, there is a 60% chance that the customer will make another purchase.Marketing Metrics
Brands spend up to 11 times more on recruiting new customers than retaining existing ones.Brand Keys
23% of consumers won’t interact with a piece of branded content, if the first one was disappointing.BOP DESIGN
How to Build a Solid Brand Management Strategy
Branding is key when building loyalty. Branding is the cohesive purpose, visuals, voice, and content that a brand produces over time. It can change over time, but brand management is a way to ensure that the quality and consistency of a brand or mission, is monitored and filtered through a unifying lens.
Take a look at these effective ways to build customer loyalty through brand management and content marketing.
Step One: Build trust by establishing authority
Have you ever stumbled upon a blog post that was so well-written, that you scrolled up to see who was the author of such great content? Did you then subscribe to that blog or even purchase anything from that website? That happens to us all, more often than we realize.
78% of consumers trust brands that produce custom content, compared to generic content.CROWDSPRING
Not only do buyers want to purchase a product they feel good about, but they want to trust the authority of that brand.
Distribute Quality Content
Do you like to waste time? Mm-hm. That’s what we thought.
To be seen as a trusted authority figure in your market, you must share useful content.
It sounds obvious, but your readers want to read quality content that offers them knowledge, insight, or the promise of hope in some form. Customers want to read helpful articles. They want to read a blog or purchase a product in the hopes of being transformed. The promise of transformation through informative, relatable content will attract customers, and will improve your brand’s image by asserting your level of knowledge and expertise. Your blog then becomes a trusted source of knowledge and a trusted brand.
Consistency Is Key
Search engines love to see fresh content. Increasing your readership and blog activity allows search engines to find and index your site. The more consistent your content distribution schedule, the larger your reservoir of content, which means the greater your chances are on increasing your audience, readership, page ranking.
78% of consumers believe that companies behind content are interested in building good relationships.TMGCustomMedia.com
Step Two: Build loyalty with empathy
Have you ever had a negative experience with a company? Have you purchased a faulty product or deal from a business and had difficulty with the return? Have you ever experienced a rude salesperson or even executive?
Americans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience.American Express Customer Service
If you have, we’re sorry. If you haven’t, sadly, it happens more often than you may think. One bad interaction, one bad apple could easily lose a sale or a loyal customer.
After one negative experience, 51% of customers will never do business with that company again.New Voice Media
Always Create A Positive Purchase Experience
Remember, your customers are just like you. They want your product or service, but the sale doesn’t end there. It all boils down to the processes, procedures and people you have in place.
74% of people are likely to switch brands if they find the purchasing process too difficult.Salesforce
Engage with Followers on Social Media
Talk to people that comment on your posts and pay attention to those that “Like,” comment or share. Those are your biggest fans.
A blog for your business can also help sustain your brand’s online ecosystem by building trust and authority.
Create Urgency. Offer A Simple Solution.
Brands that build loyalty either solve a problem, make life easier, address a real-world issue or make an emotional connection with consumers. Buyers want to make a purchase that they can be proud of, from a company they can support and want to connect with.
The company 4ocean takes plastic from the ocean and creates simple bracelets out of the material – simple, refined, admirable. People go nuts over the brand because they love the concept. Nobody wants to think about suffering sea creatures or plastic islands floating in the ocean that destroy the ecosystem, but 4ocean does their part in bringing the problem to attention just enough to create discomfort and a solution to that discomfort all in a neat little bracelet.
Customers are thrilled to be a part of the solution to a global problem. They feel great, they get a bracelet, everyone’s happy. That concept has brought wild success for the brand and creates consumers that are excited to tell others about the company.
Branding boils down to an effective marketing strategy, paired with quality content distributed on a consistent basis. Customers want to feel good about their choices and their experiences. So, give the people what they want. Build your brand, be authentic, offer great content, and just watch as your loyal customer base grows.