Every company wants customers who act like raving fans. But what most business leaders and marketers find fascinating is that your customers want to become raving fans. According to a recent survey, 75% of Americans think brands should implement better strategies in order to encourage brand loyalty.
And while there are many factors that go into creating brand loyalty (customer service, the quality of the product or service, etc.), there are specific ways marketing can impact your brand’s ability to create raving fans.
What Every Marketer Needs to Know in Order to Create Raving Fans
Once a prospect becomes a customer, here are three things marketing can do to turn them into raving fans:
- Highlight how your company connects with their individual values. Now more than ever, a person’s individual values and interests make a difference when it comes to the brands they decide to do business with. One of the best ways to create a strong relationship with customers is to create the sense that, “People like us doing things like this.”
- Create trust by becoming an expert in your field. People want to do business with brands they know, like, and trust. One of the greatest ways to create trust with your customers is by being seen as someone your industry goes to for opinions or advice. Investing in thought leadership and becoming a trusted voice within your industry is a great way to create the feeling with customers that you know what you’re doing.
- Surprise and delight them. Most companies make people feel like kings during the sales process, then once the contract is signed, they shift their attention to the next prospect. One of the best ways to create raving fans is to show your customers the same kind of interest and attention (if not more) that you did when they were thinking about becoming a customer. Constantly look for ways to provide value to them. Make sure they know you truly care about them, not just their business.
Creating raving fans is hard work, but it’s ultimately worth it. If you treat all your customers with appreciation and honesty, they’ll appreciate you in return…and they might even tell someone about it.