With a market so saturated in brands, each struggling to get their ads in front of buyers, it can be hard to create loyal customers.
To understand what drives customer loyalty and how you can increase loyalty to your brand, it’s important to know how customers decide what to buy and what you can do to get curious shoppers to come back as loyal, repeat customers.
Understanding The Customer’s Journey: How Do They Decide What To Buy?
Customers move through four distinct phases once they decide they want or need to purchase an item after some type of trigger. Knowing what the typical buyer journey looks like can help to make sense of how they make decisions.
- Consideration: The first phase of the buying process is the initial consideration. In this phase, the consumer considers an initial set of brands.
- Evaluation: The second phase of the customer’s journey is an active evaluation. Brands are added to and removed from the customer’s consideration set at any point up to purchase.
- Purchase: The third phase of the buyer journey is the moment of purchase. This is when the consumer ultimately selects a brand to purchase from.
- Re-Engagement: The final phase of the customer’s buying journey is re-engagement, where the consumer repurchases a product from the brand without shopping around for others or receiving any outside triggers.
How Can You Get More Customers To Re-Engage With Your Brand?
The marketing messages your customers encounter – when, how, and where they get the message as well as the type of message – are the things you can control to improve brand loyalty.
It’s not about the quantity of messages, it’s about the quality
Should customers encounter your ad three times? Twenty times? Somewhere between one and five times?
The answer might surprise you.
It actually doesn’t matter how many times a consumer sees your ad. What does matter is the quality of your ad message whenever consumers do encounter it.
Take advantage of the buyer journey, and hook consumers in the initial consideration phase
When curious shoppers are browsing for their best option, considering what brands they are interested in purchasing from, you want to hook them then. This is the first stage of the buyer journey and the best time to get potential buyers to become interested in your product.
Based on simple probability, the more often consumers add your brand to their initial consideration set, the more chances you have to make it all the way to the end of the buyer journey and make a sale.
In this initial consideration phase, you want your product to be the consumer’s best option. You want it to solve all of their problems and address all of their pain points. But before they will look at your product, they have to become interested in and curious about your brand.
So how do you make that happen?
- Aim to create a better connection with potential consumers than your competitors do.
- Target relevant audiences.
- Work on boosting brand awareness.
- Highlight what makes your brand different from all of the others.
In ads, let people know what makes your brand high quality, and why people should buy from you. Let customers know how they will feel when they do buy from you.
Focus on your unique values and the benefits you offer. These things will help consumers trust your brand and begin to build a relationship with you, which will encourage them to consider your brand when beginning the buyer journey.
Automate your marketing to stay engaged with consumers
Automation of your marketing allows you to create segments of customers, nurture your leads, and communicate with customers all the time, without having to manually do any of this yourself.
It keeps your brand in the mind of the consumer so that when they encounter a trigger and decide they want or need to buy a product, your brand is top of mind.
Remember to create a positive user experience for each potential buyer who visits your website
If you’ve been successful at being included in the initial consideration set, the curious consumer will visit your website to conduct research on your brand and product.
If your website is difficult to navigate, doesn’t load, doesn’t display properly, or is too complicated to purchase from, you are going to lose those potential customers and likely won’t be included in any future consideration sets.
How can you give curious consumers a better experience?
- Ensure that your site is easy and intuitive to navigate, and is formatted to be accessible on mobile.
- Instead of trying to please everyone who may encounter your site, focus on creating a site that suits your target audience, with content that aligns with their needs and appeals to them.
- Create an emotional experience for the user by identifying and appealing to their pain points, or using humor or sincerity to create a connection.
- Use quizzes to personalize product recommendations.
- Hold contests, create infographics, and highlight your brand’s relationship with charitable causes. These will create a more complete picture of the values of your brand.
- Make it easy for consumers to buy from you. If a consumer is with you through phase one and phase two of the buying process, you want to be sure they are able to buy from you when they reach phase three and decide to buy. Long forms and complex payment processors will result in a missed sale and likely not having the consumer return. If payment is quick and easy, you are more likely to create a brand loyalist with that purchase.
You can turn one-time shoppers into loyal, repeat customers by showing them quality ads at the right point in their buying journey and creating a positive user experience for them on your website.
With new products and brands being created all the time, it’s important to connect with consumers and convey your brand’s value in order to get customers to keep coming back, staying loyal to you and your products.
Bottom line is, customers are searching your product or service. Be ready for that moment when they visit your site to appeal to them. More importantly, put more energy and focus once they become a customer. You may be surprised how much faster your business will grow because of it.