What is Customer Loyalty, and Why Should You Care?

November 22, 2024 General

Let’s be real: customer loyalty can make or break your business. It’s the backbone of a successful, sustainable operation. In almost all business cases, it is cheaper (and easier) to retain existing customers rather than to find and convert new prospects.

When customers are loyal, they’re not just making repeat purchases; they’re choosing your brand consistently over competitors, recommending you to their friends and family, and giving you the kind of stability that marketing campaigns alone can’t deliver. Loyal customers are the lifeblood of a healthy organization, but they do not come easy.

Still not convinced? Consider this: According to a study conducted by Harvard Business Review, increasing customer retention by just 5% can boost profits by 25-95%. Loyal customers spend more, refer others, and are more forgiving when the occasional slip-up happens. In short, building customer loyalty isn’t just nice-to-have; it’s essential for long-term growth.

How to Build Customer Loyalty (Hint: Useful content and a strong social media presence are key!)

So, how can you turn a one-off customer into a die-hard brand loyalist? Engage with them in meaningful ways, even after you’ve converted them. The best ways to do this are through content marketing efforts and social media. When used right, these two channels create a strong one-two punch of engagement that hits your customers in the face… but like… in a good way. Here’s how to get started.

1. Create Relatable, Value-Packed Content That Speaks to Their Needs

Your content should be a mirror reflecting what your customers care about most. Are you selling fitness gear? Talk about wellness, training tips, or even mental health. People want to feel like you “get” them, and content is your chance to show you’re in their corner.

Most importantly, every piece of content that you create should provide value to your customers. Whether that is providing information around a common fitness question, recommending the best wellness products, or whatever else the case may be. If your readers are not deriving value from your content, you wasted your time creating it to begin with. Useful and engaging content is a great way to bring in new users, but for the purposes of this topic, it’s one of the absolute best ways to keep existing customers coming back to your brand.

2. Be Consistent and Authentic on Social Media

You know where the best place for your content to live other than your blog? You guessed it - social media! Know where your existing customers live online and be present there. This is where you can really let your brand personality shine. Make sure your voice is consistent—whether it’s funny, straightforward, or a little edgy—and remember to keep it real.

Transparency is huge for loyalty; if your followers feel they’re getting the real deal, they’ll stick around. Use your posts, comments, and stories to show behind-the-scenes moments, share customer success stories, or highlight your team’s quirky personalities.

3. Leverage Customer Stories and UGC (User-Generated Content)

Nothing builds loyalty quite like letting your customers be the hero. Showcase user-generated content (UGC) where real people are using your product or service and loving it. This works as social proof and gives your brand credibility while making customers feel valued. Everybody wins!

What Type of Content Builds Customer Loyalty?

Now that you know the “why” and “how,” let’s dive into the “what.” Here’s a breakdown of the types of content that resonate with people and build loyalty over time:

1. Educational Content That Solves Problems

Educational content—whether it’s a blog post, video tutorial, or guide—shows that you care about your customers’ lives beyond just selling to them. This type of content is highly shareable and provides value upfront. This is also the type of content that is vital to keep people sticking around your brand after they’ve already converted.

2. Exclusive Content for Loyal Customers

Everyone loves a VIP experience. Offering content like early access to product launches, special tips, or “insider” news helps your customers feel like they’re part of an exclusive group. Exclusive content is a great way to make customers feel valued and give them a reason to stay engaged with your brand.

Be thoughtful with this option, though. There’s nothing wrong with using exclusive content, but we’ve all been annoyed by gated assets that require us to give something (like an email or telephone number) in exchange for accessing an article. Consider automatically enrolling customers who have bought your product or service into an exclusive email list with VIP content instead.

3. Entertaining and Relatable Stories

There’s nothing that people love more on the internet than to laugh or simply be entertained. Sometimes, it’s enough to simply be fun online. Share funny, relatable stories that make people laugh or feel good. They don’t even have to be directly related to your product or service. Share things like humorous takes on industry trends to relatable memes. When people enjoy your content, they’re more likely to engage and stick around for more.

How to Prevent Waning Customer Loyalty Over Time

Building loyalty is something that takes time and effort. Losing customer loyalty, on the other hand, can happen instantaneously. This is a constant challenge. Keep these best practices in mind as you continue to develop a customer loyalty apparatus.

1. Under-Promise and Over-Deliver

Nothing kills loyalty faster than broken promises. Be realistic in your claims, and don’t over-hype your product. It’s better to deliver more than what you promised rather than falling short of customers’ expectations.

Surprising users with a better than expected brand engagement not only delights, but this is the type of experience that people are likely to share with friends and family.

2. Evolve Your Content to Align With Your Audience

Customer needs and interests change over time, so your content should evolve with them. Regularly evaluate what’s working and what’s not. Try new formats, address trending topics, and adapt to feedback. If you become stale to your audience, they’ll find another brand to meet their needs.

3. Implement a Customer Loyalty Program That Offers Real Value

Loyalty programs should offer rewards that feel valuable and relevant. This could be exclusive discounts, early access to new products, or even “just because” gifts. The goal here is to make customers feel appreciated and acknowledged.

4. Be Proactive with Customer Service

Product and service issues happen despite our best efforts. Accept that and be ready to respond to complaints quickly and be proactive about solving issues. Mistakes can be forgiven if your customers see that you’re committed to fixing them. The way your organization responds to a customer complaint can actually enhance loyalty despite an initial bad experience.

Customer Loyalty Starts With You (and Some Great Content)

Customer loyalty isn’t just about discounts and rewards—it’s about forming a connection. By crafting content that’s valuable, engaging, and authentic, you’re setting the foundation for strong, long-lasting relationships with your customers. Use content marketing and social media channels as your way to show customers that you’re not just any company, but a brand they can trust. And remember, loyalty is a journey. Keep innovating, keep engaging, and watch as your customers transform into lifelong fans.

Posted November 22, 2024