Post-purchase strategies to increase the loyalty
- sushrutha d
- Oct 4, 2024
- 3 min read
During the loyalty stage in the marketing funnel, customers become repeat customers and brand advocates. Ideally, they become the voices of the brand. Maybe they talk about how great the product is to family and friends. Maybe they make a social media post and share their experience with hundreds of friends. Or maybe they go from being reminded to purchase the service to actively seeking out the service. With the digital tools now available, it's never been easier to get customers into loyal brand followers.
At this stage in the funnel, you've already earned the paying customer. None of the following strategies are necessary. However, implementing these strategies will lead to repeat customers and an increased conversion rate or conversion value. Plus, you may get loyal customers to promote the product or service and be a voice of the brand. That's free marketing.
Post-purchase strategies and tactics to increase loyalty among customers -
Reward programs: Incentivize customers to keep coming back to the business.
Email marketing keeps your brand in front of the customer on a consistent basis. Remember to always craft emails that provide value to the customer. If not, they may unsubscribe. To build loyalty, consider educating your customers or tell the story of the brand.
Social shares are when customers share your product or service to their social media followers. It's important to first encourage customers to follow the business' social media accounts. Then you have to deliver content that they may want to share to their followers.
Consider remarketing to paying customers with new ads. Once you know a product the customer purchased, you can recommend another product or add-ons to the current product.
Positive review: If a customer has a positive experience with the business, encourage them to write about their experience. The review could be online, such as on a social media account, or simply through an email. These positive reviews can be posted as content on the business' website, social media page, and through email marketing.
Birthday discount: The thing is, many people love to be recognized on their birthday. Consider offering a discount for your customers' birthdays. You could also provide a discount on the anniversary of the first day they became a customer.
Freebies are a way to get customers reminded of the brand over and over again. Freebies could be a sticker, a magnet, a t-shirt, or something related to the business. Like, a complimentary branded sleep mask included with purchasing a pillow.
Amusing confirmation messages: When a customer purchases a product, they often receive a confirmation email or text. Often those messages are standard and transactional. If appropriate for the brand, why not just make them interesting? Add personality to the confirmation message by writing it in a way that makes the customer excited about receiving the product or service. Using descriptive language, tell them how they'll feel when they receive the new product.
Few Practical tips -
To have monthly product giveaways to customers who share their recent purchase on social media. Every month, select one customer who tags company's Instagram account in a post to receive the giveaway. This content shift will make customers more likely to share their content.
Send a follow up email to the customer encouraging them to write a review one week after the product gets delivered. When someone takes the time to write about why they are satisfied with a product, the reviewer develops positive feelings about the product and builds brand loyalty. A detailed positive review persuades a potential customer to make a purchase themselves.
Small gestures like sending freebies can create a connection with the brand. Some customers will place the branded freebies sent with the product on the refrigerator, laptop or water bottle. This public display of a brand turns them into brand advocates. It also reminds anyone who sees the sticker or magnet of the brand, including the customer!