Attracting traffic and increasing the number of subscribers is no longer a priority today. Work in SMM is shifting towards increasing audience loyalty. A thousand loyal subscribers will be much better than 5 thousand, gained through mass actions or spam.
Loyalty is a story about the emotional connection between the brand and the client.
In other words, it is building relationships based on emotions and trust. This cannot be bought for money or achieved through manipulative marketing. Customer loyalty is necessary for a business that plans to play the long game. Plus, in the long run, it will help reduce advertising budgets, since people will sincerely recommend your product on their own.
Most of the tips are applicable not only within relevant pages in social networks.
Surprise
Since loyalty is about emotions, the brand should show them. One of them can be surprise. Do something that the target audience does not expect from you. This can be a little more care, an unexpected approach, a birthday greeting or a personal discount.
No matter how competitive the niche is, such minimal signs of attention charm a person and he stays with the brand for a long time. This increases trust, creates a wow effect and makes a person feel important to the company.
Also learn how to use social proof in marketing correctly.
Encourage
If you look from the outside, the client does not owe anything to the business. It is the business that must convince the client that its product is worth attention, tell about its benefits and lead to a purchase. And any action of a person towards the brand should be encouraged, since he should not do it, but he does it.
We have all heard about sales funnels, which are divided into stages and lead a person to a purchase. So those funnels in which there was some kind of bonus or gift at each stage work more effectively than those where incentives were not supposed. But they act as a kind of pushing mechanics and increase conversion.
Here you can draw an analogy with video games. People are drawn into them, since for each action there is a clear reward. It evokes pleasant emotions, but only if in terms of the game it encourages the audience to continue playing, then in the case of business, positive emotions help to quickly decide on a purchase or a target action.
Be a like-minded person
We choose friends based on common interests and views. Now this paradigm is also applicable to the relationship between a company and a client. Brands are no longer just a logo, behind which lies only the desire to make money. Now they are transmitters of thoughts and values that intersect with their target audience.
Reflect in your social networks that you are not just selling a specific product, but also understand who you are selling it to. In some niches, this is especially important. For example, in the field of organic cosmetics, healthy eating or sports. This also includes subcultural topics.
Be real
The social media audience is tired of a bunch of filters on photos, abstract descriptions and glossy stories. Anyone can do this right on their phone now, and that is precisely why users are oversaturated with such content.
Be natural, it is now more valuable than ever. We are not talking about publishing overexposed photos with a lack of composition, but you don’t need to stretch the colors to unnatural ones either.
Also, the concept of “being real” implies the openness of the brand to the audience. Share your life and everyday life with them, including not being afraid to talk about mistakes. This will add that very customer loyalty to you, since you will stand out from your colleagues.
Conclusion
Loyalty can be considered a kind of glue that holds the brand and an individual client together. Although this is not a quick story that requires attention and effort, it always pays off in the long run. Loyalty affects such indicators as LTV (customer lifetime value) and repeat sales, and these are some of the most important metrics for business. Love your customers and do not forget to evoke pleasant emotions in them.
