BUILDING BRAND LOYALTY THROUGH MULTIMEDIA

BUILDING BRAND LOYALTY THROUGH MULTIMEDIA

Cultivating new customers can be a time-consuming process. It can get expensive as well. Instead retaining existing customers will be more cost-effective. According to a survey report, its five time more expensive to cultivate new customers than it is to retain existing ones.

The same survey report also pointed out that you stand 60 to 70 percent greater chances of selling to existing customers when compared to just 5 to 20 percent for newer ones. 

This clearly highlights the importance and value of Brand Loyalty.

BRAND LOYALTY

There is no one specific definition for it. It can be described as the preference shown by the customer for your brand compared to similar such alternatives that might be more convenient or cheaper.

When a customer shows loyalty to your brand, he or she chooses your products/services repeatedly and also advocate it to others like your friends or family members on your brand’s behalf.

WAYS TO BUILD THROUGH MULTIMEDIA

In the digital age, building brand loyalty has become more convenient and comfortable. Multimedia can be used in several different ways to build committed loyalty.

Here are some ways that will help put you on the right track.

MAINTAIN A PROPER MULTIMEDIA STRATEGY

If you lack a proper multimedia strategy, you risk missing out on a critical component. 

Multimedia is no longer just about posting. It is also about advertising, marketing, and branding all combined into one effective medium. To make it deliver results, it requires a dedicated strategy. Without an effective strategy for harnessing the power of Multimedia, it would not be possible to spread brand awareness. When you’re not able to spread awareness about your brand it becomes difficult to build loyalty among people to your brand.

An effective strategy also helps to connect with the right audience and build trust in your brand which if capitalized upon effectively will build loyalty to your brand.

KNOW YOUR AUDIENCE JOURNEY

There is a 2022 Global Consumer Trends Report that says around 63 percent of customers feel companies need to do much more at listening to and taking note of feedback.

Loyalty to a brand is described as a consumer’s preference towards a single business or product. The more loyalty to your brand is built, the more successful it will get. They will help to drive more traffic to your website, spread word-of-mouth recommendations, fuel more in-store visits, all of which if tapped properly drive conversion of leads to customers. 

When you identify and fix issues along the customer journey through multimedia, they will feel that they’re recognized and valued. To be able to do that, you need to adopt a holistic omnichannel approach to their feedback. When you do that and transition to real—time monitoring of customer journey, you will succeed in finding pain points and fixing them as they happen.

The latest stats reveal 4.9 billion people worldwide use social media. This is nearly 3/4th of the global population. Businesses will have the opportunity to get in front of their target-audience. Then, they can forge a deep emotional connect, and drive their purchasing decisions.

BUILD AND MAINTAIN A COMMUNITY

It helps to have a community of loyal customers. This will ensure loyalty to your brand. 

The way to build a loyal community that’s loyal to your brand is 

• Foster a sense of community among existing customer base. 
• Encourage them to interact with each other as well as with your brand. 

This can be achieved through social media groups or online forums or exclusive events.

Creating a community will 

• Make customers feel a sense of being valued and appreciated. They feel that they belong to and connected with your brand. 
• Get customers to become brand ambassadors, AND promote the significance and value of your brand among more people. 

HARNESS THE POWER OF DYNAMIC ADS

Loyalty to your brand cannot be built over time. It takes time. The more customers start to use your products or services and earn value for their money, the more they will become loyal to your brand.

Now coming to Dynamic Ads, it is extremely effective in building loyalty to a brand. What makes it so is by showing products it can get users to come back and view what they had viewed before or show products that are similar to products that they had viewed somewhere earlier and looking to buy.

To leverage it, 

• Set-up a dynamic ad on Facebook and Instagram by connecting your product to your Facebook account.  
• Once set-up, Facebook algorithm will select all such relevant products to display to customers in line with their earlier site visit behavior.  
• Use Facebook to get more facts. Like information on the user based on recent product views. This will help you understand whether they are keen on a specific product. 

That’s the power of Dynamic Ads. They grab customer’s attention by displaying other such product options and providing relevant information.  

Similarly another popular eC0mmerce platform eBay leverages carousel ads to display products identical to ones that the user had viewed on its website.

Dynamic Ads has the capacity to reignite shopper’s interest in your brand by displaying products they like and are keen to buy. This way, they help to build loyalty to your brand.

LEVERAGE THE POWER OF RETARGETING ADS

Retargeting Ads is another option that can be successfully used to build loyalty to your brand. What makes it effective is it displays ads to only those people who show interest in your brand and have a certain inclination for your brand.

They can be used to promote your brand to people with incentives that gets them to come back to your site or store. A good example is that of a retargeting ad with an exclusive deal on an earlier viewed product. They can also be used to promote or highlight drop in prices of your items that are currently placed in the shopper’s cart.

The best thing about Retargeting Ads is they help to build for your ad campaign a custom audience. For instance, by editing your custom audience, you can target users’ who have earlier interacted with your ads.

MAKE USE OF LOYALTY PROGRAMS AND REWARDS

Customer loyalty programs are extremely effective. 

• Have Loyalty Programs that reward customers for repeat business. Some ways to make such programs popular is to include Bonuses, Discounts, Special Perks, Points, or Exclusive Deals for loyal customers.  
• Have competitions or games with prizes. When advertised successfully on social media or print media, they tend to attract people aside from your target-audience to take part in them.

When offered tangible rewards, your target-audience is more likely to make repeat purchase. 

KEEP YOUR AUDIENCE IN THE LOOP

Keep your target-audience in the loop. This will help to earn for your brand their loyalty.

• Feed them with behind-the-scenes news of your company business and offerings. They make them feel that they’re a part of your brand story. 
• Use your social media channels to provide a glimpse of what goes on behind the scenes. Some good examples herein would be posting of pictures or videos of your office and factory space; videos of your products with a walk-through of its value and benefits; and how it can be of use to customers.

According to statistics, 63 percent of customers’ tend to favor brands that are transparent and honest in their approach and open about its practices. They help to build a positive brand-customer relationship.

SHARE USER-GENERATED CONTENT

User-generated content (UGC) if used creatively helps to build and grow brand loyalty. 

UGC can be anything from photos to videos or any other content that are created by the customer about your brand’s products.   

When shared through social media or print media they make viewers feel connected to your brand. They feel as if they’re a part of something great. This way, they help to build loyalty to a brand.

They also

• Make customers feel as if they are a part of the brand story. By seeing themselves in the brand story, they feel a personal connection to the brand. This helps to foster a sense of loyalty.
• Amplify the reach of the content. When content gets shared by users they often reach new audiences that otherwise cannot be easily reached through traditional marketing channels. This kind of organic reach results in attracting potential customers who resonate with authentic experiences shared by their peers.
• Help to keep your audience engaged when you regularly integrate them into your marketing strategy. This will later result in a dynamic and interactive relationship wherein customers will feel that their presence is valued by your brand.

By using UGC creatively in different ways, it will build trust in shoppers. When they share their positive experiences about your brand’s products, more people will trust your brand.

LINK-UP WITH AN INFLUENCER

A great majority of social media users tend to patronize products promoted by influencers they follow or hero-worship when compared to direct promotion by the brand.

• Select influencers who sync with your brand image and values. Like someone who specializes in your line of industry or is popular with your target-audience.
• Get the influencer to develop content in their own words about their experience with your brand or product. This will work well with users who tend to trust influencers and look to them for brand and product advice.

Brand loyalty is critical to a brand’s success. Multimedia plays a prominent role in your efforts to build and consolidate loyalty to your brand. By harnessing its immense power and capabilities to the maximum, you will see an uptick in audience loyalty to your brand.

Also Read – WHY YOUR BUSINESS NEEDS A CREATIVE AD AGENCY?