Four Ways Businesses Can Build More Loyal Fans

Businesses looking to retain customers can focus on building a fan base, rather than relying solely on price competition. Social Media Examiner identifies four approaches to that goal: in-person experiences, behind-the-scenes content, gamification and the use of personal passions in marketing. Each offers a different way to give customers a reason to connect with a business beyond an individual purchase.

In-person experiences put the emphasis on direct contact between a business and its audience. For marketers, this approach means thinking about how a physical interaction can contribute to a customer’s relationship with the brand. The experience itself becomes part of the communication, rather than leaving all engagement to advertising or other online content.

Behind-the-scenes content takes a different route by showing an aspect of the business that customers might not otherwise see. This approach gives marketers a way to make the business itself part of the story. Instead of focusing only on what is being sold, content can also direct attention to the people, work or interests associated with the business.

Gamification introduces an interactive element to fan-building. The term refers to using game-like features in an activity, giving audiences a way to participate rather than simply receive a message. For marketers considering this approach, the relevant question is how participation can fit the customer experience and support the relationship the business wants to build.

Personal passions offer another possible connection between a business and its audience. Bringing those interests into marketing can give customers more context about the people behind a brand. The focus is not necessarily on replacing product information, but on adding another dimension to how the business presents itself and what customers may associate with it.

What this means for marketers

The four approaches are options to consider alongside the rest of a marketing strategy, rather than substitutes for the product or service itself. Marketers can examine where their existing customer interactions already create opportunities for connection and which approach fits those interactions. The broader aim is to give customers reasons to stay engaged with the business even when a competitor offers a lower price.