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Use These Four Pillars to Earn Your Customers’ Loyalty

June 17, 2016
Aaron Polmeer

By Today’s Industry Insider


Everybody wants loyalty, but not everybody is willing to do what it takes to get it.

Many business owners forget that behind the computer screen is a real, living (and selfish) human being who thinks he or she deserves all the attention in the world and, if you don’t provide it, they’ll bury your brand in the “forgotten businesses graveyard” in less than a New York minute.

There’s way too much competition out there to think your customers will remain loyal forever. Forget it. If you neglect them, they’ll throw you away.

As a die-hard online shopper, here’s the very first piece of advice I can give you:

Customer loyalty isn’t a purchasable commodity. It’s a present – you can’t force it, but only earn it. That said, here are four triggers that will help you earn that loyalty.

1. Stand For Something

Did you know that people aren’t loyal to companies at all?

No. They’re loyal to what the company stands for.

A popular example is TOMS – also known as “The One For One Company.” They built their entire organization based on the mantra “What if your shoes can make someone better?” which means that, for every purchase you make on their store, TOMS will help a person in need.

One for one – they say.

Tell me. What kind of person would resist to that kind of message? This perfectly explains TOMS’ insanely fast growth.

And TOMS isn’t alone, mention a popular brand, and I’ll see a good positioning strategy behind it. Take Apple as another example. If you read between the lines, you’ll find that they stand for simplicity, innovation, and perfection.

Every single successful company STANDS FOR SOMETHING.

If you want to ingrain in your customers’ minds and stick in there, you need to find something to stand for…or better said…something your audience will want to stand for, too.

Now the question is: How can YOU find what your brand stands for?

To help you start off on the right foot, here are some questions you should ask yourself:

  • What do you do? – every single company on the planet knows what they do. If you’re a Marketing agency, you help businesses make more money; if you run a pet supplies store, you help people keep their pets clean and healthy; if you offer a CRM solution, you help companies organize and manage their customer relationships. To find what your brand stands for, you need to know exactly what your brand’s mission is, first.
  • How do you do it? – What do you do different from other companies? What differentiates your brand from your competitors? What’s your Unique Selling Proposition?
  • Why do you do it? – this is the crucial question. And I’m not talking about money. I mean, why do you do what you do? What’s your purpose? What are your values as an organization? Why does your brand EXIST in the first place? And more importantly, why should anyone care? By answering these questions, you’ll find what your company stands for.

Note: These questions are based on …read more

Source:: Kiss Metrics Blog