Finding new customers is where many businesses spend most of their resources. Once a brand captures a customer and turns them into a first-time buyer, it is vital to transition them into loyal customers. Loyal customers come back to a brand time and time again. They may even become brand ambassadors when the relationship is nourished and developed over time. Discover some successful ways to transition your customers to ambassadors.
Ensure Products and Services Are Quality
The first step to building a successful relationship with customers is providing a quality product or service. Regardless of your business’s industry, perfect the service or product you provide. One mistake many companies make is overpromising and underdelivering on their guarantees. Keep honesty as a central value for your company.
Improve your product or service by continuously making updates and listening to your customers. Customers are the most valuable part of product improvement. Open a line of communication to understand the flaws and opportunities for betterment better.
Without top-quality offerings, customers will move on to the next competitor instead of becoming brand loyal and boasting about your business.
Build Your Social Media
To develop brand ambassador relationships, a company needs to build its social media presence. There are countless social platforms, and deciding which to invest time and resources into is vital. Many brand ambassadorships stem from relationships built on Instagram and other similar visual platforms.
Start by creating a brand page or profile for your business. This often requires you to mark that the page is for a business, not an individual user. Include the company’s name and try to get a username as close as possible to your brand name for easy recognition.
Next, start to post organically. Developing a solid presence requires posting daily to keep up engagement and keep your page looking updated. Pages with long gaps between posts tend to raise a red flag with users. Gaps in posting make a page look abandoned or illegitimate.
Once you build a solid page, investing in social media advertising can help shape the brand personality and brand awareness with new and existing customers. The more exposure to your brand a person experience, the more they recognize it.
Connecting with customers once you establish a reliable presence is an essential step. Customers like to engage with brands and connect more with the brand personality. Here are a few things to try out when looking to build a trusting relationship with your customers.
- Follow back customers who follow your page.
- Like posts made by loyal customers.
- Leave a comment on posts about your brand or that tag your brand.
- Post polls and other things that encourage engagement.
- Like and comment back on customer comments on your posts.
- Create a hashtag for customers to use to connect with your brand.
- Share customer posts about your products, services, or brand.
There are many things brands can do to strengthen the customer-business relationship through social media.
Set up Email Marketing
Another opportunity to connect and develop a strong relationship with customers is by setting up email marketing efforts. Email is a top digital communication form, and customers sign up willingly to get those interactions from brands they love.
Sending out emails is another way to send gentle reminders, promote new products, and solidify your brand’s personality. Sending out emails alerting loyal customers of upcoming sales, new product releases, events in their local area, and more can bring them back and reengage them with the company.
Create a Rewards Program
Once you develop a strong enough relationship to turn a first-time buyer into a loyal repeat customer, you can begin the transition into an ambassador by introducing an ambassador program with a rewards incentive. It is unlikely a customer will feel so moved by a brand that they send out recommendations and sponsored posts on their own—most people need a reason or a push to do so.
Something many brands find success with is the creation of ambassador programs. Create a program where customers can earn rewards for purchases and for incentivizing others to make purchases.
For example, brands provide a unique code to show to others when a customer is in the ambassador program. The code should give the user a small discount or reward, and once used on a completed purchase, the code owner should get a similar small reward.
Once you develop an ambassador program, add a level of exclusivity to make it appealing to customers. Creating requirements to enter the program makes loyal customers feel appreciated and vital to the company.
Here are a few examples of criteria popular with many brands in their ambassador programs.
- Minimum of five separate purchases.
- Minimum amount of money spent.
- Minimum of three referrals.
- Minimum follower count.
Creating small requirements helps your brand find loyal customers driven to share the brand and helps make them feel appreciated and compensated for their loyalty.
Keep up Customer Service
Make it easy for ambassadors to get in touch with you. Once they enter the program, keep them engaged by maintaining the relationship. Consider creating ambassador events, whether virtually or in person.
Customers are likely to abandon ambassador programs where rewards are too challenging to obtain or where the brand “ghosts” them if they don’t perform as expected. Encourage your ambassadors to keep your brand at the forefront of their minds by contacting them regularly.
Make it a point to repost or share your ambassadors’ content and like their posts—principally posts about your business. Email them and add them to the exclusive email list with tips and tricks on becoming successful in their ambassador roles.
Customer service makes all the difference in how people view a company. Companies must go out of their way to keep up the customer relationship—the customer is never responsible for this maintenance.
When looking for the most successful ways to transition your customers to ambassadors, the best place to start is with your customers. Find out what they like and dislike about the way your brand communicates. Additionally, prioritize setting brand awareness goals and keeping consistent communications with your most loyal customers.
Consider enlisting the help of a content marketing agency or a digital marketing agency with experience in social media, email, and influencer marketing. The expertise provided can be immeasurable. Retention rates of brand ambassador programs are famously low, but with the right strategy and care for the relationship, your brand can enjoy the immense benefits of a strong team of brand loyal advocates.