If you want your brand to be loved, you've to remember your brand-customer relationship is a RELATIONSHIP. Customer loyalty and trust don't just come out of nowhere. Just like your personal relationships aren't guaranteed without a little work. Thus, we can apply The 5 Love Languages: The Secret to Love that Lasts, albeit creatively, to how your approach connecting with your customers.
No matter how you slice it, catering your business to appeal to repeat customers just makes sense. Though one-offs or “one-night stands” can be fine and infuse some necessary capital into your business during a slow period, ultimately, it’s more costly and less efficient for you to chase after new customers day in and day out.
It's hard for some of us to imagine a world without smartphones, the internet, and social media. Millennials and Generation Zers have always interacted with friends, family, followers, and even their favorite brands online.
Just like these two generations, there are also brands that are digitally native—meaning their business has only existed in the digital world, and their sales are almost entirely made online. Examples include Zappos, Casper, Bombas, and Warby Parker. On the flip side, you have legacy brick-and-mortar brands like Coke, Pepsi, Microsoft, and Nike that have existed for decades and have had to delve into the digital world to remain relevant.
This past year has required consumers to become intimately familiar with digital shopping and services. Even though stringent lockdowns are mostly in the rear window, people have shown a marked change in how they shop, consume content, and connect with people. ScreenTime reports are way up, and people are glued to their inboxes. The upshot? Email marketing is more important than ever - and so is capturing those crucial email addresses.
When making a sale, your customers need to know who you are. Nobody buys your product or service when they can’t find you. And in today’s world, this means visibility. Your customers need to find you online. Sure, it’s worthwhile to have a physical storefront. But—especially in the post-COVID world—most of our interactions are taking place online. This goes for business transactions as well.