Building this connection is one of the most important parts of driving trust and customer loyalty. When buyers feel heard and spoken to on an individual level, they’ll be less likely to leave for your competitor. But how do you go about building these connections?
Getting customers to connect with your brand is simpler than it may seem. Brands should rely on an in-depth brand strategy and customer data to foster long-lasting relationships with consumers.
Here are a few ways your brand can strengthen your connection with customers.
• Tell your story:
Many customers don’t want to feel like they’re purchasing from a faceless corporation. More and more, consumers are drawn to companies that are vocal about their values, their missions and their promises to customers. To let customers know what your brand is about,
tell your brand story
through video or another medium. Showing the history and development of your company humanizes it and builds deeper understanding. Customers can latch on to shared values and come away feeling more aligned with your brand than ever before.
• Personalize communication:
Not all customers are exactly the same, so brands must be careful to not treat them like they are. Personalizing communication with your audiences helps customers know that you understand them and what makes them unique. Make sure you’re using the
appropriate voice
and tone for your target audience on their favorite platforms. Use customer data to send personalized ads, emails and other messages that meet their more specific needs, rather than general blasts. This also extends to handling customer problems. Respond to concerns individually and show customers you care about resolving their issues.
• Build a community:
Building a community of your customers not only helps strengthen the connection between you and your audience—it also strengthens their loyalty by building ties between customers themselves. You can do this on your regular social media channels. Or, consider creating a Facebook group or other “exclusive” digital space for customers to chat, ask questions and more. Share user-generated content and ask questions that drive conversations. Many brands have also found immense success in providing sneak peeks or other perks as a display of appreciation for loyal buyers.
Continued connection is key
Once you’ve started to establish a connection with consumers, the most important thing to do is continue to foster it. Brand loyalty and trust are not things you can set and forget—they must be nurtured over time through care and consistency. If customers feel like you only appealed to them in order to get their money, or if you suddenly switch gears and
aren’t the brand they knew
and loved, they might feel betrayed.
Remember that strong customer connections don’t start from within your company—they start by listening to your customers. Create content for your audience, and they’re sure to respond. Then, consistently deliver that content, communication and service to buyers as a way to continuously show them they are valuable to you.
If your brand needs help generating a brand strategy to drive customer connection and retention,
say hello
to the team at Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
