Marketing is not a science; it's an art. It's not just about persuasion, but also about storytelling and creating journeys.
Like an artist, a marketer begins with the end in mind. When a painter looks at an empty canvas, they already have the picture in their mind - the colors, materials, and the finished work. They just need to choose the right materials and starting point, and then they let their creative flow take over until the painting is complete. Similarly, marketers start with the end in mind - the outcome they want to achieve, such as having loyal customers and top-of-mind awareness. However, unlike artists, marketers have an added factor to consider - human behavior.
As humans, we are all different, despite our similarities, and we can't stick to one plan in marketing. There is no one-size-fits-all approach. Marketers need to be flexible, observant, and adapt to changes happening around us.
The ultimate goal for any marketer is to have loyal customers, as they contribute significantly to revenue and act as brand advocates. So, how can we create loyal customers?
There is a theory in marketing that suggests customers try a product or service based on perceived quality, but they stay loyal based on both quality and emotions. Emotions play a crucial role in customer satisfaction.
Customers need to love your brand - the feeling it gives them, the special treatment they receive, and the sense of being valued.
As marketers, we need to ask ourselves the golden question: How can we make our customers love our brand?
First and foremost, the quality of your product or service is essential. Consistency in delivering quality is crucial in building brand love. Customers have expectations, and at the very least, those expectations need to be met consistently without disappointments. Exceeding customer expectations with special treatment is even better.
This leads us to the second attribute - making customers feel special. Your brand should provide a unique experience that sets it apart from others. This requires a deep understanding of your customers, their needs, and their emotional requirements. Understanding customer behavior, preferences, and offering personalized experiences, such as birthday messages with special gifts or tailored offers, can make a significant difference in building brand love. Personalization is the golden rule here.
Third, your brand values should align with those of your customers. If there is a gap between your brand values and customer values, it becomes difficult for customers to emotionally connect with your brand. Your values need to be communicated clearly and simply so that customers can relate to them.
In conclusion,
building loyal customers is not an easy task, but it's an enjoyable one. It starts with understanding your customers and ends with making them feel special. Marketing is an art that requires creativity, flexibility, and a deep understanding of human behavior to build lasting relationships with customers.