Two little words that could turn your loyal buyers into brand evangelists
Let’s face it, loyal customers are the bomb
- On average, loyal customers are worth up to 10 x as much as their first purchase (Marketing Tech)
- It’s 7 x more expensive to get a new customer than it is to retain an existing one (Invesp)
- And we all know Pareto’s 80/20 rule – 80% of your sales or results will come from just 20% of existing customers
No matter what you’re selling, it’s likely that your strategy involves moving potential customers through the marketing funnel from awareness to consideration to purchase, or some variation of that.
But perhaps the most valuable point of the funnel is at the tip – beyond purchase, action and conversion.
It’s the pointy end where buyers become brand evangelists and unfortunately, it’s a valuable group that many marketers forget.
Why loyal customers are your biggest asset
Once you get those purchasers to fall in love with your product or service, they will not only become your least costly sales conversions but they will spread the word about your company. We all know that recommendations from someone we know are worth more than any kind of paid promotion.
How can you activate your buyers into an army of brand evangelists?
Well it all comes down to two little words:
SURPRISE & DELIGHT
How to activate your brand evangelists today using surprise and delight
1. Thank them for their purchase in an unusual way
It may seem obvious, but acknowledging that someone chose to buy from you over all others is the first step to creating a fan base.
I don’t mean simply pinging them an automated email saying ‘thank you for your purchase, your order will be with you soon’.
That’s good practice, but it’s expected.
You need to go a step further and add the surprise or delight factor in. Here are some ideas that you could put into practice right away:
Offer a discount
-Give a small discount if a customer makes another purchase within a specified time frame.
Send them some valuable content
-Send the customer a link to a valuable, timely piece of content
It could be a ‘how-to’ video, a trends e-book or a tailored video – make sure it’s something that not everyone gets
Personalise what you send
-Add some more personalised information into the thank you email to show your appreciation
Example: if you’re a retailer, you know the customer’s address, so you could pull some local event information from the web and give them a carousel of 5 local places they could wear their new purchase to this weekend)
2. Add something unexpected into the packaging, delivery or service
Everyone expects to receive a printed ‘thank you’ slip with their delivery, it’s common courtesy but it’s nothing out of the ordinary.
How can you add a touch of surprise and delight to turn a buyer into a brand evangelist?
Add a small, low cost gift to put a smile on their face
-What could you add to the delivery that costs you very little? Something small and light that adds a surprise element to the delivery?
Example: I used to receive a tiny box of Smarties with my contact lens purchase every month. I loved opening that package to find my tiny treat every month and as a result, I remained loyal to that supplier for years.
Make opening the packaging an experience they’ll want to talk about
-One way to do this could be to give the packaging a second use after its life as a piece of packaging
Example: a tote bag or a box that becomes a place to store memories and trinkets
Alternatively, you could add a fun, personalised message onto the packaging or make it super luxurious. Your product could end up featured on one of the unboxing pages on Instagram.
Check out this fun packaging from Hubble contacts that everyone’s talking about right now:
3. Offer something to your customers when they’re not expecting it
Some businesses offer a discount voucher on birthdays, but how about surprising your most loyal customers with something completely out of the blue.
Example: You could invite a couple of customers to your next product launch event and send them away with some samples. They may not be social media influencers but they will probably talk about that event with a huge smile on their faces for many years to come.
How about sending a 10% discount on a random Wednesday just because you appreciate their business?
4. Involve your customers in your business decisions
One of the simplest and cheapest ways to delight customers is to make them feel involved in your business.
You could send them a survey and ask them to vote on an aspect of your next product launch or ask them for input into some business challenges you’re having.
5. Celebrate them
Many socially savvy businesses have already cottoned on to this awesome way to delight customers.
Ask customers to tag you in a photo of them wearing or using your product and feature it on your Facebook or Instagram feed. Some marketers will call this user-generated content, but you can flip that around and make it about celebrating the customer and reward the ones that provide you with the best images.
Aerie swimwear features their customers in their news feed and boy is it getting them a lot of love!
If you’d like to know more about creating user-generated content, check out this great guide from Sprout Social.
Don’t forget to sprinkle some surprise and delight on every touch point you can
Now that you know those two little words to focus on and five ways you can incorporate them into your every day business, go out there and surprise and delight your way to extra profits and an army of brand evangelists.