The blogosphere is abuzz with posts about marketing ideas you must execute to get on the bandwagon. Many posts, however, take a shotgun approach, treating every customer the same. In all this hoopla one key customer segment tends to get lost — the small band of your most loyal customers.
All customers are not created equal.
According to a recent study by Rosetta, customers engaged with your brand:
- purchase 90-percent more often.
- spend 60-percent more per transaction.
- deliver three times the value to your business.
Besides these statistics, forging a deeper relationship with your best customers can result in an amplifying effect on your brand.
Leverage your brand champions
Here are a few ideas to get your creative juices flowing:
Identify your best customers
The first step is to figure out your best customers. You can review your accounting system to identify customers who have been ordering the most products. You can also sort your order history by dollar value to identify those who contribute the most to your revenue.
Create your offer
Now comes the fun part — rewarding your favorite customers! You need to figure out what will make them shout from the rooftops! It does not have to be costly, just something thoughtful. For example, you can:
Use your extra inventory. Do you have spare inventory of a best-seller product sitting around? Send your best customers a greeting email with details about the gift they can expect with their next order.
Send sample-size products. How about sending a sample-sized version of a product they have not tried yet? Not only would they appreciate your gesture, they would be more likely to purchase a full-priced version of the sample.
Send gifts from other popular stores. You could also send samples of related products from other stores like yours. For instance, if you sell journals, include a set of hand-crafted pencils from a store that your top customers might also dig.
Offer discounts. Or you could send a message with a special discount code.
Make it easy to share
Next, give your most loyal customers an easy opportunity to spread the word:
Get positive reviews for your products. Positive reviews give visitors the confidence to buy your products. According to a study by BrightLocal, 72 percent of customers take action after reading a positive review. Make it easy for customers to review your products on your website.
Spread the word within your customers’ social circles. You can also ask your top customers to Like and Share your Facebook page. Sweeten the request with a special coupon code for them to pass onto their circle.
Spread the word with other brands. If you sent gifts from other popular stores, ask your customers to share social updates tagging your business and the popular brand. Alternatively, ask them to send you pictures with the gifts so you can create compelling social posts. This will introduce your brand to the fans of the other store. Even better? Work with the complementary store owner in advance to create a special discount code for fans.
Stay true to your brand
You don’t have to be limited to these ideas. In the end, your marketing efforts should be about reinforcing your brand and rewarding your most loyal customers. Do whatever works best for you.
Just don’t be afraid to step away from the crowd.
Need an inspiration? REI took a bold stance in anticipation of Black Friday 2015 by choosing not to participate in the Black Friday deal frenzy. The company launched an #OptOutside campaign announcing that they were keeping all their stores closed on Black Friday and giving their employees a paid day off to be outside.
It might seem counterintuitive for a business, but the move resonated with REI’s core customers. It reinforced what the brand stands for, and triggered significant positive sentiment in social channels and media. The impact went well beyond the short Black Friday weekend.
It's never been a better time to launch a campaign that echoes your business’s core values. With a bit of creativity and planning, you can amplify your brand while deepening your relationship with your best customers.
Have you executed an innovative marketing campaign focused on your most loyal customers? Please tell us about in the comments below!