ChicExecs Senior VP of PR and Digital Marketing Kristen Wessel shares how to create loyal customers, especially during a crisis, on Forbes blog. Enjoy this excerpt from the piece.
A life-changing event such as the one we’re navigating right now is sure to change consumer buying habits. As more people find themselves being impacted financially, they may begin to rethink their expenses and adjust their budgets. In addition to affecting purchasing power, a crisis changes buyer perceptions on what money should be spent on. What was once a luxury splurge might now seem like a waste of money. On the opposite end, a frugal purchase might now become an economic investment.
Assuming your company is giving back or helping others in some way, that message will only take you so far and during the height of the crisis. As life moves on, so will your business, and you need to be prepared for constantly changing buying habits. Start thinking ahead when it comes to your customer retention strategies. Here are four ways you can start building that loyalty right away:
1. Tell a backstory or founders story so customers get to know you personally.
Your company’s story is a powerful tool in creating brand awareness. It gets to the heart of why people should purchase your product over hundreds of competitors out there. Your customer base is built on trust, and if they know nothing about you, it’s more difficult to build that relationship. How you tell your story matters just as much as having one.
2. Know their needs and cater to them with new products and ideas to meet demand.
In a crisis such as this pandemic, businesses are finding new ways to stay relevant with the main products they offer as they also pivot to those that serve great public interest, such as masks and hand sanitizer. If pivoting isn’t an option, it might be time to look at launching some new products that meet your customers’ current needs.
3. Offer discounts, incentives and subscriptions for return customers to keep them loyal.
These age-old practices work in favor of brick-and-mortar retail models, and they can be applied to your company as well. Offering discounts and incentive programs can draw traffic to your business and come in more forms than a percentage off or bonus points. Free shipping and free samples are two other ways to incentivize customers.
4. Send marketing emails about company news so customers feel they’re a part of the growing business.
Whether you call it junk or spam, don’t call it a waste of time. According to a past McKinsey survey, email remains nearly 40 times more effective to acquire customers than social media (Facebook and Twitter combined).
Read Kristen’s entire blog here.
