Brand loyalty among customers is a real challenge today. Competition for customers is fierce, look-alike products are common, and price-cutting can be an effective way to lure customers to competing brands.
So how do you improve customer engagement? Brandon Carter, writing for MarketingProfs.com, has some good advice. Carter suggests that there are five "big mistakes" brands make and should avoid in customer engagement, including:
- "They sell when they should give." Writes Carter, "There's a time to make a sale, but positive engagement is built on adding value. The companies that enjoy the highest engagement tend to offer up information that makes the customers' lives better or easier, such as tutorials, best-practices, other helpful content—even contests."
- "The don't really try." According to Carter, "People are rarely more pleased with a business than when they make that initial purchase. Why not formalize the relationship and try to earn a second date? Loyalty programs, SMS clubs, and even social media connections provide the grounds for ongoing relationships. The bigger point is to do something. Don't just let your future loyal customers walk out the door without some way of bringing them back."
How seriously are you taking customer engagement? Read Carter's excellent article here. (Free registration required.)
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