In the old days, broadcasting a general email marketing message to your customers was considered effective and sufficient.
But today, it simply isn’t enough to hope that one message will appeal to everyone; now, customers both demand and expect brands to communicate in ways that appeal to them.
Here are 5 strategies for getting your brand to that place.
Fearless Storytelling
Brands that aren’t afraid to tell their stories are brands that can achieve greater customer LTV.
This is because sharing in this way transcends the sale and reaches right into the hearts of your customers to give them the stronger connection they desire.
But how do you tell your story? By starting small.
Begin with what led you to start your company and your initial expectations. Then, expand on that; share how your trajectory has changed since you started and how you feel about your business today.
It’s these kinds of personal stories that will endear you to your customers.
Another part of storytelling is vulnerability. Putting it all out there and sharing your hopes, dreams, and challenges isn’t only cathartic; it draws your customers closer to you, because it lets them know that you’re human, too.
Personalization Matters
Brands can offer benefits, both to customers and themselves, by personalizing their communications.
Like storytelling, personalizing your customer communication will enhance their experiences, taking them beyond the product purchase to a positive and highly memorable place every time they choose to interact with your brand.
For example, today’s customer is big on privacy and security.
They are unlikely to offer their information quickly or freely out of fear of data breaches or data misuse. Therefore, it’s important to communicate carefully and non-invasively, building trust via personalized offers and consistent messaging about your commitment to their privacy and security.
Of course, this is only a part of the personalization puzzle.
It’s just as important to understand your customer today as it was in the past. But now, your customer wants to know you can prove it. This requires being able to identify them accurately without fail and always providing them with offers for products and services that they personally need.
Doing this helps nurture the customer relationship by communicating that you know exactly who they are, and won’t ever forget them or take them for granted.
Building a Community
The buying decisions your customers make are directly related to who they are and who they spend the most time with.
Through these communities, your customer can feel secure about interacting with others.
Social media platforms continue to be ideal places for businesses that want to create a community of like-minded people. But who are these people, and what are they all about? That is your mission, should you choose to accept it. Start at their profiles, which will provide lots of clues about what inspires and motivates them.
Reach out to let them know you’re there and that your brand supports them all the way with a terrific community that they can be a part of.
Customer communication should occur on a regular basis through social posting and interaction. Share current blog posts, videos, and other publications along with your experiences. It’s about creating the kind of world that only members of your community are lucky enough to access.
Encourage and welcome participation, and remember that having fun can make for just as memorable an experience as more serious shares.
Have a Purpose
Your purpose is something that you will stand for – above anything else.
Also referred to as a “North Star,” your purpose will be a big part of why your offerings are irresistible to customers. Why can’t customers resist a brand with purpose? Because by choosing such a brand, they are part of a movement that is making a difference in the world.
Just as with everything mentioned above, your purpose is telling customers that it’s not about profiting from them.
Yes, you do have to make a living through what you’re advertising and selling, but you have a bigger goal in mind. Your brand needs to communicate this purpose in all that you do, from your email marketing and other customer communication to your shipping and packaging choices.
Honesty and Reliability
Honesty and reliability must be present with every interaction, not only because they nurture the customer-brand relationship but because they go hand-in-hand and are simply too valuable to leave out of any brand experience.
Customers who know that you’re being honest with them will be more likely to stick with you through the inevitable challenges your business will face.
Your commitment to reliability will make all the difference. Both of these help to form the solid foundation necessary for greater customer LTV. Plus, being honest and reliable just feels good and will make them feel valued by you.
Shift Your Focus for Success
All of the above strategies definitely represent what customers want to see from your brand. And implementing them will have a cascading effect on every aspect of your business.
All of the aforementioned strategies will enhance your authenticity. And authenticity is exactly what your customers want from you.
Being authentic tells them that you’re dealing with the same things everyone else is, and that this is perfectly okay.
Transform Your Brand With National Positions
If implementing everything discussed here seems like a big job, you would be correct. Building any relationship takes time and care, and sharing your own experiences can be daunting, not to mention time-consuming, especially if you’re not a writer or a marketer.
If you’re ready to take your business to the next level with meaningful and memorable customer connections, National Positions is ready to accompany you on your journey.
Our expert team consists of best-in-class content developers, SEO specialists, social media managers, conversion experts and more to polish your messaging, improve your visibility and encourage those customer connections and long-term brand loyalty.
Call National Positions at (818) 740-4774, or visit our contact page to get in touch. We look forward to meeting you!