Would you ask someone to marry you on the first date? It sounds shocking, but this is exactly what brands do when they come on too strong with their products before engaging customers first.
Your customers will not commit to you (buy your products) until they feel connected enough to give you their money. You need to “date” your customers first if you want them to not only buy but also become loyal to your brand. And the way to date them and win their hearts is to develop a strong connection by communicating and engaging with them over time.
The emotional connection
According to Gallup, “Consumers are spending more money since the recession of 2008, but they are more inclined to spend it only with businesses they feel good about.” Consumers are making purchasing decisions not only with their heads but also with their hearts.
Purchasing is not just about product quality anymore; consumers want to feel an emotional connection with your brand before they buy. This is especially true of loyal customers, those people who will stay connected to your brand even if fierce competitors aim to take them away. These customers feel an emotional attachment that supersedes rationale.
According to a Gallup poll, fully engaged customers represented a 23% premium in share of wallet, profitability, revenue and relationship growth as compared to the average customer. Gallup also noticed positive results in varying industries such as food, hospitality and banking, consumer electronics and insurance, with double-digit percentage increases in sales and store visits for the more engaged consumer.
Customer engagement is the vehicle that can help you connect with potential customers and foster the type of bond that turns average customers into loyal ambassadors. These ambassadors become repeat buyers who recommend your brand to others and keep your products top of mind when it comes time to purchase.
Communication is the key to engagement and loyalty
Brands that fully engage with their customers are those who communicate with them regularly. And this communication should stem from a desire to connect first and sell second.
For consumers to become loyal customers, they want to feel that you value them and understand their problems and what they need. And you can facilitate this through your communication. Here are a few strategies to keep in mind to encourage this type of engagement in your communication:
If you blog regularly or create videos, focus on meeting your audience’s need first instead of getting the sale. The sales will come automatically if your customer feels your focus is on them. Take a deep dive into target market research so you know your customers' pain points, and ensure the content is transparent, customer-focused and solves a problem.
Text message marketing
Text message marketing is an inexpensive way to get massive engagement with customers since 95% of Americans own phones and most check text messages regularly. Use text message marketing to notify customers about promotions or company announcements to stay connected.
The White House Office of Consumer Affairs reports that 80% of consumers would pay more to ensure superior customer service. Consumers value great experiences and service. Their experiences with your business should leave them feeling connected and assured of your desire to put them first. A customer-focused attitude should be evident and show in all of your communication, whether emails, social, customer service, text or voice messages.
Here at CallFire, our business solutions are centered on increased customer communication and engagement. And as an industry leader, we partner with brands to give them low-cost, effective solutions to help them attract, retain and engage more customers. If you would like to learn more about how you can use CallFire’s text message marketing services to facilitate increased engagement with your customers, sign up for a free account here, and we will help you get set up quickly and easily.