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Show your customers some love this Valentine’s Day

By Lisa Goldsberry

15138815_sLet PR demonstrate how to encourage repeat business and maintain brand loyalty

In business, we all understand the importance of continually bringing in new customers. However, sometimes we get so caught up in this task that we forget to nurture the customers we already have.

Just like any relationship, you can’t wow them once and then believe they’ll be yours forever. With so much competition, it’s too easy for your customers to go elsewhere. Therefore, you must constantly find ways to bring the sexy back, and a PR firm can help.

The importance of building real relationships with customers

Brands are more than just businesses; they’re an integral part of our lives. Think about that feeling you get when you step into your favorite spot for breakfast or lunch. Sure, you could go anywhere else, but there’s something about the food, service and familiarity of that place that keeps you coming back.

Studies have shown that your connection with a brand can generate emotions not unlike those you experience with other people and you begin to associate those feelings with pleasure, good memories and overall happiness. That’s brand loyalty and it’s what you should strive to achieve with every one of your customers.

How to romance your customers

Make the first move. You must know who you are and the type of customers you attract. You do this through research that will help you determine what makes your company unique and by identifying your ideal buyer’s persona. Listening to your customers is a good way to start.

Make eye contact across a crowded room. Of course, every customer is wonderful, but there are some who are particularly exceptional. These are the ones who love your brand so much that they influence others to purchase. You can find them among those who post positive reviews or write about your company in their blogs. Establish a two-way dialogue with these clients to keep the relationship strong.

Maintain that spark with flowers and candy. The old saying that a bird in the hand beats two in the bush is true, but it doesn’t have to cripple you into not reaching for new prospects. Instead, put that little birdie to work for you. Offer incentives and perks for customers who make referrals or otherwise send new business your way. This way, they’ll know that you appreciate their business and that you still think they’re great.

Show that you value their opinions. You can give them a voice in some aspect of your business. For example, you can create a campaign asking for feedback on your corporate social responsibility efforts, such as which community projects to support or where charitable contributions should go. This may sound complicated, but a good PR firm can help you create the right program for your business.

Keep it fresh. Don’t get so comfortable with the relationship that you neglect the importance of staying attractive. Like your company, your customers are always changing and evolving. Find out what they need today and how your company can provide it. This may include new apps to make it easier for them to connect with and purchase from you on the go or providing information about upcoming products that they can share with their friends on social media. Just be careful not to alienate those who are still happy with the status quo.

Talk with experts for ideas and inspiration. A PR firm can help you to promote the love customers have for your brand. At Axia, we have the tools and techniques you need to connect with your customers in a meaningful way and establish a lasting relationship. Register today for our 60-Second Impact to learn how we can help you demonstrate value and achieve brand loyalty for increased profitability.

Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.

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Topics: public relations

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