The 4 best loyalty strategies
Posted: Tue Jan 21, 2025 6:05 am
In the world of marketing, there is a phrase that is often heard: “keeping a customer is more beneficial than getting a new one.” The concept known as loyalty is about just that: implementing a strategy so that current buyers stay with you over time and recommend the company’s products or services. In other words, they become loyal. This facebook database approach is also profitable: according to a study by Deloitte , companies that generate campaigns based on the experience of their users earn 60% more than those that do not. The use of digital media, social networks, and platforms such as Email Marketing are key to achieving loyalty. Below, learn 4 strategies to make those consumers you already have become passionate followers of your company.
1. Generate valuable content
A strategy that is gaining more and more strength: generating educational content so that customers know how to make the most of the product or service they are using. On the company's website, a blog or section can be created to publish relevant content. This will position the company as a reference and customers will find a space to get informed but also to relate and feel identified. It is important to concentrate only on valuable content: it is better to have less content but more focused and of better quality. It is also important to generate articles that awaken emotions in those who read them, since those feelings will then be linked to the brand. On the other hand, it is possible to create a frequently asked questions section "FAQ" that allows customers to resolve many of their queries quickly by themselves.
2. Start a loyalty program
It can be a reward system based on points, discounts or other mechanics that offer special features to customers who are part of it. For example, on an E-Commerce site, you can allow the customer to accumulate a percentage of money in their account with each purchase, which motivates them to return for more products. You can also offer personalized gifts and invitations to exclusive events for the most active users and incorporate benefits in complementary services that are of value. As a complement to the content strategy, “premium” members could have access to special content. The important thing is that the benefits granted are truly perceived as a unique differential that the best customers can access; they must feel “special.”
3. Take advantage of the benefits of social networks
Social media provides a unique space to interact almost instantly with different groups of customers, allowing you to target updates to be received only by certain customers or create special contests and benefits for them. In addition, it allows you to quickly respond to queries almost immediately: one of the roles of the company on social media is to help its customers, as a consumer service but online. By responding to them quickly and with a potential solution, a perception of quality is generated that will be key to building their loyalty over time. Finally, it is possible to use the data provided by social media to communicate on special dates, for example sending birthday greetings or on local holidays.
4. Incorporate an Email Marketing strategy
It is one of the most effective methods for communicating with customers and perfectly complements the 3 strategies mentioned above, as it allows you to deliver valuable content, communicate benefits in a personalized way and complements social networks:
Email marketing allows you to segment customers into different groups - for example, based on their historical purchases - each of which can receive personalized communication based on interests and behavior: a discount coupon can be sent if no purchases are made in a defined period or an exclusive offer only for certain members. The focus is on reaching customers or users on certain strategic dates and when particular events have occurred. In addition, email marketing has reports to measure reactions to the communication sent, allowing campaigns to be optimized quickly.
In terms of content, you can communicate unique opportunities, next season launches, invitations to a pre-sale, or attach a tutorial showing how to use a product and send it to those who have purchased it, a tactic that can be easily set up using automated emails. In addition, it is easy to import social media followers to become subscribers.
1. Generate valuable content
A strategy that is gaining more and more strength: generating educational content so that customers know how to make the most of the product or service they are using. On the company's website, a blog or section can be created to publish relevant content. This will position the company as a reference and customers will find a space to get informed but also to relate and feel identified. It is important to concentrate only on valuable content: it is better to have less content but more focused and of better quality. It is also important to generate articles that awaken emotions in those who read them, since those feelings will then be linked to the brand. On the other hand, it is possible to create a frequently asked questions section "FAQ" that allows customers to resolve many of their queries quickly by themselves.
2. Start a loyalty program
It can be a reward system based on points, discounts or other mechanics that offer special features to customers who are part of it. For example, on an E-Commerce site, you can allow the customer to accumulate a percentage of money in their account with each purchase, which motivates them to return for more products. You can also offer personalized gifts and invitations to exclusive events for the most active users and incorporate benefits in complementary services that are of value. As a complement to the content strategy, “premium” members could have access to special content. The important thing is that the benefits granted are truly perceived as a unique differential that the best customers can access; they must feel “special.”
3. Take advantage of the benefits of social networks
Social media provides a unique space to interact almost instantly with different groups of customers, allowing you to target updates to be received only by certain customers or create special contests and benefits for them. In addition, it allows you to quickly respond to queries almost immediately: one of the roles of the company on social media is to help its customers, as a consumer service but online. By responding to them quickly and with a potential solution, a perception of quality is generated that will be key to building their loyalty over time. Finally, it is possible to use the data provided by social media to communicate on special dates, for example sending birthday greetings or on local holidays.
4. Incorporate an Email Marketing strategy
It is one of the most effective methods for communicating with customers and perfectly complements the 3 strategies mentioned above, as it allows you to deliver valuable content, communicate benefits in a personalized way and complements social networks:
Email marketing allows you to segment customers into different groups - for example, based on their historical purchases - each of which can receive personalized communication based on interests and behavior: a discount coupon can be sent if no purchases are made in a defined period or an exclusive offer only for certain members. The focus is on reaching customers or users on certain strategic dates and when particular events have occurred. In addition, email marketing has reports to measure reactions to the communication sent, allowing campaigns to be optimized quickly.
In terms of content, you can communicate unique opportunities, next season launches, invitations to a pre-sale, or attach a tutorial showing how to use a product and send it to those who have purchased it, a tactic that can be easily set up using automated emails. In addition, it is easy to import social media followers to become subscribers.