Losing customers can cost brands millions or even billions of dollars annually; conversely, gaining and retaining loyal customers can more than double this revenue, as well as broadcast brand presence and local authority. Whether you are looking to retain your existing followers or grow your customer base, avoid these 6 fatal mistakes when building customer loyalty.
Playing Hide and Seek
Today’s customers do not have the time or patience to hunt down your brand. Building customer loyalty begins with bringing actionable information, such as address, hours and phone number, to the forefront of the SERPs by syndicating your brand’s location data and pushing it out to the most relevant listings and directories. If your brand cannot be found on the platforms where customers are searching, you are likely to lose prospects and become less relevant to existing customers.
Brands can avoid playing hide and seek with customers by creating local listings on the platforms that matter to their audience. Enterprise marketers can also benefit from integrating a store locator into their corporate website and customizing local landing pages to draw local search traffic into nearby stores.
Asking for Second Chances
Having a strong online presence without accurate and consistent location data is like asking your customers for a second chance when your faulty data sends them to the wrong location or they end up calling an unrelated business. Most consumers will not be willing to give your brand a second chance when inaccurate data leads them wasted time and unfulfilled intentions.
Instead, brands should consider investing in a location content management system (CMS) that will allow them to house and update location data in real time. With a centralized database from which to manage store locators, local pages, listings and social content, brands can audit and update location data for a great first impression.
Assuming One Size Fits All
The one-size-fits-all idiom is no longer applicable to the customers of today. More than 85% of Millennials are more likely to make a purchase if content is personalized to their interests, and local marketing has proven to be multiple times more effective than national ad campaigns. Customers have come to not only expect, but demand unique, personalized brand experiences, and those who fail to provide such encounters are on the fast track to customer loss.
Brands can target local customers with actionable search ads that provide contextually relevant content to satisfy user intent. Relevant calls to action, such as clickable driving directions, click-to-call buttons and easy star ratings are also highly impactful in driving user action.
Acting Like a Stranger
Customers want to feel like you are active across the web and on social platforms. Having local listings or review platforms is not enough. Are your local listings claimed? Do your reviews garner responses from location managers or corporate customer service representatives? Are you active on social media, with posts that are engaging and relevant for your audience?
If your customers feel like you are a stranger with an online presence that echos like a ghost town, you are unlikely to retain your existing customers, let alone gain new ones. Stay social by claiming your local listings, responding to customer feedback and keeping active across social media. With 71% of consumers ending a business relationship due to a poor customer service experience, your brand cannot afford to create a lapse in active communication.
Being Afraid to Experiment
It can be intimidating to veer from a trusted marketing strategy, but today’s customers are continuously pushing the boundaries of technology with the expectations that brands will keep up with their demands for seamlessness and immediacy. With voice search and cognitive technologies moving to the forefront of customer experiences, brands must adapt and find new ways of integrating the most relevant technologies for engaging their consumers.
Brands can start experimenting by attributing a small portion of their marketing spend toward experimentation and iterating on strategies that prove effective for engaging consumers and building brand loyalty.
Trusting Your Instincts
As marketers, it can be tempting trust your instincts and go with strategies that have been proven to work in the past, but trusting your instincts is a recipe for disaster in today’s on-demand economy. With so many channels and technologies for engaging customers, marketers are equipped with a host of data and analytics that can help them get closer to their customers and deepen the brand relationship. Yet, studies show that only 19% of all marketers track their efforts in order to make data-driven decisions.
Stop trusting your instincts, and start using first and third party data to identify and act on optimal points of local engagement. Personalizing the customer data with key insights about consumers’ interests, gender, income level and more can help strengthen brand loyalty and bring attribution full circle.
Building customer loyalty can help strengthen your brand’s presence and broaden your reach. Customers have come to expect and demand unique, personalized experiences that meet them in their moment of need and help fulfill their intentions. Start experimenting with the most innovative technologies in Local to start reaching the customers of tomorrow, today.