What do the best brands have in common? And no, we’re not talking about the behemoths — the McDonalds’ and Amazon’s of the world — we’re talking about the brands that inspire passion among their users.
Brands with customers so loyal they become their most powerful source of marketing. Despite their differences, these brands all truly understand their customers, and take the time to build relationships with them, keeping them engaged. They do this because they know that this is the single best way to ensure these customers keep coming back, time and time again.
Keep reading as we discuss some actionable tips you can borrow from these industry leaders to put to work immediately in your own business.
Let’s talk about engagement
So, what do we mean when we say engagement? In this digital world, there are lots of calculations and metrics floating around that you can use to figure out how engaged your customers are.
Without over simplifying it, engagement is the amount which your audience interacts with your business, online and off. Maybe they are opening your emails, clicking the link to read your latest blog, liking your posts on Instagram and replying to your stories giving their two cents. These are all forms of engagement, and if you’re getting them from your customers, give yourself a big ol’ pat on the back.
That being said, if you’re not seeing the level of engagement you would like from your customers, you’re in the right place to improve. A great place to start is by offering your customers value that extends beyond your product or service — one of the best ways to do this is with useful content.
(Give our 2021 Content Brief a read if you’re stuck for ideas)
Hone your brand voice
Whether you were too busy launching your business to properly think your brand voice through or just feel like it’s time for an update, now is the time to give it some attention. So let’s get back to basics.
Your brand voice is more than just how you communicate with your customers (and everyone else, for that matter). While the tone you use is important — and should appeal to the type of person you want to attract — your brand voice should also reflect who you are as a business, what you stand for and the work that you do. With that in mind, here are a few businesses that have nailed this aspect of their brand.
- Local Aussie startup, Bed Threads know their customer to a tee and have tailored everything from their product range to the content they produce with them in mind. Think clean, aspirational and inspiring.
- All Melburnians will no doubt be familiar with Richmond staple, Hector’s Deli. From the menu to their shopfront, Hector’s is all about keeping it classic and simple. One glance at their website and social media platforms confirms this, with simple language letting the sandwiches speak for themselves.
Share it far and wide (starting with your website)
Now you’ve got your brand voice sorted, it’s time to get it out there. Working your way through every customer touchpoint in your business, update your content and collateral to reflect your brand. Here’s some good places to start:
- Your website
- Social media platforms (Your bio, any new content you are posting along with the captions)
- Print collateral (Like brochures)
- In-store signage
The biggest thing to keep in mind here? Consistency is key. If you’ve decided to use a casual, humorous tone on your social media platforms, it’s going to confuse your customers if the tone on your website doesn’t match.
Personalise the experience for your customers
Something you have probably noticed as a consumer yourself is the rise of personalisation throughout the customer journey. From Netflix making recommendations based on your binge watching habits, to Uber Eats suggesting your weekly taco order every time you open the app, there’s a reason businesses are bending over backwards to tailor their offerings to you.
As well as saving you time and giving you what they think you want right away, businesses know their customers are more likely to hang around if they see things that are relevant to them. So, how can you do this in your business?
If there’s anything to be learned from tech giants like Uber and Netflix, it’s that data is everything. It’s because of the huge amount of data these businesses collect on their customers that they can personalise their product.
Regardless of the industry you operate in, you should be aiming to collect details on the way your customers interact with your business. Things like how often they purchase, what they purchase and the sorts of feedback they provide are invaluable to you. Armed with this information, you can piece together a strategy to target different groups of people at the time when they are most likely to buy.
Create content based on what your customers want
And one last thing? Speaking of feedback, when your customers talk, you better be listening. These days the number of ways your customers have to interact with your business has grown, so don’t expect feedback to only come through traditional channels. Keep an eye on your social media comments, story replies and take notes when you are chatting with customers. If you are planning a content strategy to add value to your audience, your existing customers are your number one source of ideas.
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