Many marketers out there still think that a Facebook “like” is a proof of customer loyalty. Or when the do promotions and give coupons and freebies this will help to tie customers to their brand. But the “like” button is mostly clicked by expecting a reward to do so.
An increasing number of people who like a brand page are looking for valuable and helpful content.
Customer loyalty can be won and kept by encouraging them to spread the word about the brand they are satisfied with and help those customers to become brand advocates.
The today customer depends on his friends, family and social network when he is researching for new products and services on the web. Furthermore the today customer wants to be entertained and informed from brands and not overwhelmed with sales pitches.
Customers want brands to listen and to respond to their needs, wishes and complaint because this is what makes them feel understand.
The top five most popular things customers expects from a brand are:
1. Providing a great 24/7 customer service
2. Rewarding them for purchases, their feedback and referrals they bring in
3. Sending them exclusive and relevant offers and specials
4. Provide them with personalized products and services
5. To know them when they visit or call a brand
How can you utilize those above information to set your business apart from your competition and to fulfill your customer’s needs?
Ask yourself, what will future customers find about me when they research for products and services on the web which I have to offer also?
When the above described customers ask friends and family for recommendations on products and services, will they recommend you or your competition?
As people go online to research, and customers want to be informed and entertained, what do you do to inform and/ or to entertain your existing and future customers?
In simple words, how do you separate your brand from the competition?
To separate your brand from your competition you need to understand that those above stated five points are your business advantage when used wisely. When you are able to improve these points than you will be always several steps ahead of your competition, but only as long as you do not stop improving what you do!
Inbound marketing offers you a strategic and smart approach to be and to stay several steps ahead of your competition.
Inbound marketing is the marketing strategy that focuses on getting found by customers when they research online for products and services your business also has to offer.
With inbound marketing businesses “earn” their way to the customer and his loyalty, by publishing helpful information on a blog, in social media and forums.
Inbound marketing includes: Content creation like blogging, video, photo, whitepapers, eBooks, podcasts, press releases, comments in social media and other blogs and forums, Social media two way communication, lead generation, lead conversion, lead nurturing and closed-loop analysis.
B2C has more information where you can learn more about inbound marketing and the reasons for the decline in outbound marketing.
Source: Social Media, June 27, 2012. Author, Dragan Mestrovic
What do you do online to inform and entertain your existing and future customers?
Give an example where you have sent your customers an exclusive and relevant offer.
What types of inbound marketing tools has your business used? How success were they?