How to Retain 1,000 Customers by Motivating One
Living in a highly social world has transformed the way businesses engage with consumers. Brand communication has become an interactive act, as customer referral has become more prominent.
The report Global Trust in Advertising, conducted by Nielsen, studied more than 28,000 internet respondents from around the world and found that 92 percent trust recommendations from family and friends more than advertisements and related media.
Due to this change in marketing, companies now find themselves leaning on its customers to spread more brand awareness. Without the proper incentive that motivates and retains customer loyalty, word of mouth marketing cannot be successful.
Before the internet and social media became the center of all communication, advertisements were the main platform for brands to showcase their products and services. Billboards, full page spreads in magazines and advertisements on buses were some of the more creative outlets to broadcast a brand’s message, but now that the digital age is in full swing, the traditional advertisement does not engage people like it once did. Today, consumers are more likely to purchase a product or require services from companies that have been recommended by people they know and trust. It is now more important than ever to offer customers a unique incentive that ultimately drives their loyalty in retaining a more comprehensive audience.
When a customer has a positive interaction with a brand, that memory is transformed into an unforgettable experience; which then turns into a story they share with friends and family.
Motivated brand ambassadors communicate frequently and actively with both the brand and their specific audience by sharing posts on social media, writing positive reviews, and promoting company services and products. The key to gaining this type of loyal follower is incentivizing their actions with authentic recognition.
A customer’s experience should be credible, meaningful and memorable in order for them to connect on a personal level and build a strong form of trust with the brand. As referrals are pure gold for a company, capitalizing on current followers by motivating them with a rewards program will only drive their loyalty further. Everyone loves to get more for their money and reward programs offer consumers that “bragging-right,” which will gain the attention of a more diverse audience.
Offering customers rewards for purchases and referrals is the best way to motivate the audience and expand a brand’s reach. If that one customer feels they are being valued by a company, they are more likely to share their positive experience with others.
Utilizing customers to relay a brand’s message and services is a highly beneficial method in retaining a more widespread audience; especially as our society continues to become more word-of-mouth dependent. Offering consumers a loyalty program with unique and desirable incentives continually motivates them, creating a positive experience that transpires to their own audience.