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The secret to cultivating loyal brand advocates

May 2, 2019

When you’re developing a marketing plan or considering why your current one may not be getting results, a key success factor will be that you understand the brand ‘courting’ process. In a nut shell, do you know how your target audiences need to be wooed to become loyal followers of your brand?

Did you know that the average person goes through the following four stages before making a purchase/investment/taking a job from an organization? It’s tempting to assume everyone is ready to be at the final stage and want immediate results, but understanding each stage can help you to steadily grow your audience base, and build a brand following of enthusiastic advocates.

1. Awareness - do they know you exist?

Where can you reach your potential consumers? Find out what they like to do, where they spend their time, what digital platforms they prefer and who they follow on these platforms. Use this information to reach them on their terms on their turf. And then reach them again, and again, and again. The rule of seven states that a consumer needs to see your ad 7x before they take action. Keep this in mind and you’ll be on your way to becoming a well recognized brand.

2. Education - what about your service or product is relevant to them?

Once you’ve reached your potential consumer, make sure the information they find is compelling and encourages interaction. Create a strong digital presence that clearly articulates your brand and unique value proposition. Make it easy for them to buy into your purpose with reasons as to why they should! People don’t just buy your products, they buy into who you are and what you stand for.

3. Engagement - will they reach out to you?

Keep the conversation going. Create information channels between you and your desired audiences to engage them further, social media provides a great opportunity to do this in an authentic and immediate way. Leverage your brand’s personality to build meaningful relationships with consumers and make sure you’re managing your reputation on review sites and addressing audience concerns.

4. Retention - how will you turn a one-time customer into a long-term client?

If every other stage has gone well, you stand a greater chance of retaining a long-term client while also gaining a solid referral source. Ensure you continue to engage with these retained clients and provide them with the meaningful ongoing relationship they deserve. It’s easier to maintain a current customer than to convert a new one!

Understanding and taking the time to plan a strategy that accounts for each of these four simple steps will ensure your marketing efforts create better informed audiences, and most importantly, engaged and retained clients.

To learn more about cultivating loyal brand advocates drop us a line

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