Am I Building Loyal Audiences?
Finding your audience is important, something I covered in a blog post earlier this year. But what happens when you’ve found your audience and struggle to keep them around or lose the strong engagement that you once had?
As customers or users exit the honeymoon phase with your business, it is up to you to keep them coming back and to build loyalty by providing personalized experiences.
Above all, a huge part of cultivating a loyal audience revolves around trust and credibility, both of which should be a key element of your PR strategy and everything you do internally and externally. Trust takes time to build but serves as the foundation of your audience loyalty and should be prioritized.
One thing we know for sure is that loyal audiences love rewards. Don’t overlook the power of establishing a rewards program if it applies for your business. Some popular examples include the Sephora Beauty Insider program and Starbucks Rewards.
Also, try to see how incentives can fit into your strategy, these could include contests, giveaways, polls and more. And incentives aren’t just huge prizes, these can be smaller offerings too. If you are an e-commerce brand, experiment by giving customers a gift with purchase, free shipping, discount for future purchases and more.
Loyal audiences are also built through consistency. Using the same brand colors, logos, slogans, messaging and overall marketing on your materials will only strengthen the familiarity of your brand, encouraging audiences to stay engaged. And if consistency on all channels sounds like the solution for your business, an integrated marketing campaign could be the right choice for you.
And uniformity on social media doesn’t mean your feed has to be drab. Audience loyalty also relies heavily on the content you create, so don’t be afraid to go outside the box and showcase your brand or business in unique ways online through words and visuals.
Long-term success relies on the loyalty you build with audiences today. Contact us to find out how HMA can help you grow.
