Consumers have more choices today than ever. A few decades ago, buyers looking for health and wellness products were limited to what was on the shelf at their local store. Now, online shopping makes it possible to browse practically everything on the market. With so many options, brand loyalty is critical to business success, especially for startups.
Distinguishing your brand in the crowded marketplace means creating a strong bond with your customers. When you do this, you inspire them to seek your offerings even among the most abundant competition. Of course, forming that connection is easier said than done, but there are some steps you can take to enhance the consumer experience and establish loyalty. What follows are some ideas to help your company stand out and develop a faithful following.
Emphasize Customer Service
Perhaps one of the most important influences on customer loyalty is how you interact with buyers. Consumers today expect prompt, responsive communication with the brands they use, which means you cannot ignore social media. Make sure you have a dedicated team running the online accounts and educate them thoroughly. These professionals must understand your values and audience.
It is also important to be proactive, reaching out to those who mention your products online instead of only reacting to inquiries or complaints. Watching out for unsolicited comments also helps you get a sense of how the company is perceived, which can be useful when crafting your message.
Align Your Values
With so much competition, many people don’t feel comfortable buying from a brand if they feel the company’s values don’t line up with their own. In many cases, consumers see purchases as ethical or moral choices.
Although your business cannot be all things to all people, it can be helpful to explore your corporate value system and find commonalities with your audience. If, for example, your enterprise donates to a charity, it makes sense to publicize that. Customers who believe in the same cause are more likely to develop strong positive feelings about the brand.
Tell a Story
One of the advantages health and wellness companies have when it comes to branding is the intimate and personal nature of the products. Whether it is helping someone lead a more active lifestyle or achieve a healthier balance, what you do has the potential to change lives.
Make the most of this by using storytelling techniques in your marketing. Identify the value proposition you offer and deliver it through testimonials or evocative photography. Don’t just tell your audience what you can do — show them.
Hashtags do more than get your brand trending. They are also a great way for members of your audience to find each other. Creating a hashtag or Facebook group encourages those who are passionate about your products to get together and share experiences. A supportive community of satisfied customers generates positivity and engagement, two crucial resources
you simply cannot buy.
Perhaps the simplest way to build loyalty is to offer rewards to your customers. The more they buy from you, the more they receive. There is a reason so many companies have incentive programs — they work. If you entice shoppers to choose your brand once, it is easier for them to make that decision again and again.
Consumers have virtually limitless options today. Your goal should be to create long-lasting relationships with your base. That can only be accomplished through an emotional response. Take the advice provided here, and you will be well on your way to establishing a connection that goes beyond mere commerce.
Author bio: David H Lasker is the founder and CEO of News Exposure, a digital content solutions company specializing in media research and monitoring. Lasker has over 25 years of experience in the industry and focuses on TV and radio broadcast monitoring, media intelligence, and PR analysis.