Customer loyalty is everything in the B2B world. Decreasing your customer churn rate by 5% can increase your profitability by up to 25%. Keep your leads coming back for more and the chances are you'll make more from them in the long-term. It's also a great way to boost team morale because it shows they're doing something right.
The problem is it's not necessarily an easy task to do this. Customer loyalty is difficult to win and it requires you to improve your customer service. This guide is going to show you how to do it.
Don't Send All Your Customers the Same Message
One of the most unlikely strategies to generate B2B leads is personalization. The chances are you know a lot about each customer, so why would you send them the same message. The power of personalized marketing shouldn't be underestimated. Send your customers different messages that suit them.
If you want to build great B2B content for your company, you should go out of your way to send customers entirely different messages. Segment your leads and build up different content chains for each segment. You don't have to come up with personalized content for absolutely everyone, but the interactions you have should always be relevant.
So what's the best way to segment your group?
You could start with basic demographics, but you should go further than that. Drill down into their interests and their preferred way of consuming content. You can get a lot of this data just from your analytics.
You Want More? Give More First
It goes without saying that your deal or call to action should also be personalized based on the segment. Offering the lowest price and throwing something in for free isn't going to create customer loyalty. Never pay for customer loyalty. Leverage recognition and rewards.
Go beyond a simple discount on your services. Give them recognition for staying loyal to you and give them rewards for doing so, such as an exclusive look at a new version of your product. Look for value elsewhere, such as in convenience, community, and exclusivity.
There are lots of areas you can take advantage of to grow the value of each of your customers, and to keep them coming back for more.
You have to give more if you want to get something back.
Offer Great Content That People Can Believe In
What you put in your newsletter, on social media, and on your blog is all content. This content should fit in with your product or service. Your brand's values should be shown within that content, and the content should come with a consistent voice.
The idea behind customer loyalty is to produce content that people are going to love. No customer should look at your content and feel like they've been misled or lied to. Breaking trust is the fastest way to break your business.
So how do you go about publishing great content?
It all goes back to knowing your audience and what they want. This should be a priority from the first day you open your company. Your customers should be as intimate to you as a close friend. Give them what they want and aim your content at the various segments you've separated your customers into.
Don't Just Get in Touch When You're Selling
Don't be that friend who only picks up the phone when they want something. The same principle applies to business. Your customers are not going to stay loyal to you if the only time you get in touch is when you're trying to land a sale. Get in touch with them even when you are not selling.
A simple message a few weeks after a purchase is all you need. Make it seem like you care about their experience and how their businesses are running. Making it all about them is a welcomed change for many of these companies, who are bombarded by sales emails every day.
Conclusion – Loyalty is a Long-Term Thing
Customer loyalty is something you can only build up over a long period of time. Forget about trying to make things happen quickly. But if you make it a priority from the beginning you'll have a head start on the competition and you'll have customers who will buy from you over and over again.
What are your top tips for making sure your B2B leads stay loyal to you?