Online marketing for unfaithful customers

Unfaithful customers are one of the great headaches of online marketing, and it is that winning over a new customer costs much more than keeping those who are already with you.

Without a doubt, you are interested in building customer loyalty and establishing stable and long-term relationships. Therefore, we are going to review the keys to customer loyalty and the tricks to seduce your unfaithful customers forever.

The keys to loyalty marketing

In the world of online and offline marketing, we call loyalty the phenomenon that occurs when a certain group of users continues to buy your brand’s products or services over time.

In general, it is considered that the key to seducing unfaithful customers and making them stay with you is to make them see that behind everything, there is an interest in your person, not only in the income they generate. That’s why brands need to have a defined history, values, and personality.

Loyalty marketing is part of the concept of “the three Cs”, which describes the process of acquiring and maintaining customers:

• Capture: the initial phase is based on attracting potential customers within the interested audience, making them clearly express their interest in the brand’s products or services through lead generation strategies. For example, in online marketing, it is very common to offer users valuable content in exchange for leaving their data in a form.
• Convince: here, the goal is to move the interested party through the conversion funnel until they become a customer. To do this, we will follow different lead nurturing tactics that convince users that our brand responds to what they need.
• Retain: In the last phase, loyalty marketing comes into play. We want to keep the users we have already acquired and make them become loyal customers of our brand.

Loyalty-based strategies have multiple advantages over non-loyal customers:

• Customers who are already loyal spend up to 67% more on each purchase than new customers. Because they know what to expect from your brand and trust it, they have fewer qualms about making large investments. In addition, this trust also generates cross-selling opportunities (selling them different or complementary products to those they originally bought).
• The cost of acquiring a new customer is much higher than that of keeping a loyal customer: according to some sources, it can be up to 10 times more! We therefore see that to generate a sustainable ROI, unfaithful customers are not a good business.
• Loyal customers also save on advertising, as they are much more likely to recommend our products through “word of mouth”. And these recommendations from friends and acquaintances have much greater credibility than conventional advertising.

In short, having loyal customers increases revenue, reduces expenses, and leads to free advertising. It’s all advantages!

10 keys to conquer unfaithful customers with your online marketing

1# Look for immediacy

Digital natives have many virtues, but patience is not one of them. Millennials are used to using the internet from their mobile phones to get answers and solutions almost immediately. Therefore, when they interact with brands, they seek to respond to them at the moment and to be available 24 hours a day. So if you don’t want them to act like unfaithful customers and run away to the competition, you will have to open communication channels such as chat or WhatsApp and be aware to respond to them.

2# Offer valuable content

Content marketing is a strategy to add value to your brand, keep the customer informed on an ongoing basis, and retain them. Through quality content, you will get users to relate to your brand repeatedly.

To correctly frame content within your online marketing strategy, you must always take into account what objective it responds to, what value it has for your ideal audience, and how you are going to position it through SEO and SEM.

3# Tell a story

Storytelling and emotions have a lot to say in online marketing and are a great solution to the problem of unfaithful customers. Having a brand with a story behind it helps you connect with the audience, humanizes your services and products, and gives meaning to everything you do, which in turn helps build community. Why do you do what you do? What are the values that guide your brand? What can you tell about the people on your team?

4# Be omnichannel

Today, users engage with brands through multiple and diverse channels. They easily move from mobile to desktop and go through different media before making a purchase.

If you want to connect with them, you’ll need to meet them wherever they are. And that means having a strategy adapted to the omnichannel reality and attribution marketing that allows you to monitor the results.

5# Remarket on social media

To gain loyal customers, you’ll need to create repeated impacts over time. Luckily, cookies are your allies; Thanks to them, you can register users who visit your website and “follow” them through different channels with promotions appropriate to the stage of the conversion funnel in which they are.

6# Customize

To build loyalty with a cheating customer, you will have to make them feel special. And this involves creating an individual response for each of them, which suits their needs and preferences and goes far beyond a simple name in the email. To achieve this, marketing automation is your great ally.

7# Encourage feedback

Another essential element for a customer to feel loyalty to a brand is that they notice that their opinions matter.

Many times in online marketing, we focus on “delivering” the perfect message and we forget the other part of communication: listening. And this is a mistake.

To build brand loyalty, you’ll need to encourage feedback across multiple channels and have an analytics and response strategy in place. There is nothing that makes a customer feel more loved than seeing that the brand has incorporated their suggestions.

8# Offer incentives

Or as mothers would say, “Why do you love me, Andrew? For the interest…

In the end, when a customer relates to a brand, it is inevitable that they wonder about the benefits they obtain. Incentive-based loyalty programs work precisely like this: the user is offered discounts and rewards in exchange for their repeat purchases. For them to work, however, they have to respond to the real needs of the customer.

9# Build employee loyalty

Brand loyalty isn’t just for customers. The most valuable asset of any company is the people who work in it.

Creating a positive and happy work environment will be noticeable every time employees interact with customers, and good vibes are contagious. In addition, employees can be the best ambassadors of a brand and contribute to attracting new customers at no additional cost.

10# Analyze and optimize

Finally, you should keep in mind that loyalty marketing works in the same way as other strategies: there is no point in making an effort if you are not able to distinguish what works and what does not. So, periodically, you will have to sit down to evaluate the relationship with your customers and see how you can continue to improve it.