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Blockbuster Branding: 3 Tips to Increase Brand Loyalty Through Videos
Which would you rather have, a customer who made a single sizeable order or one who purchases from you consistently? Most probably, the latter.
According to the Pareto Principle, 80 percent of a business’s sales come from 20 percent of its customers.
Building a solid base of loyal customers makes perfect business sense.
On the one hand, you are assured of regular income. On the other hand, marketing to these customers costs a fraction of marketing to new customers. Plus, loyal customers make excellent brand ambassadors, attracting new customers for your company through word-of-mouth, testimonials, and reviews. These customers will readily share your animated explainer videos without much prodding.
This is why brand loyalty is critical for the survival and growth of any business, including yours.
The importance of brand loyalty
But what, exactly, is brand loyalty, and how can you cultivate it?
Brand loyalty refers to a pattern of customer behaviour where a business’s clients become loyal to a brand and make repeated purchases from it for an extended period of time. These loyal customers will repeatedly make such purchases even in the presence of other competing products, which, in some cases, may be better or cheaper.
Brand loyalty does not happen magically, in an instant. The operative term here is “cultivated.” Cultivating brand loyalty begins with a good product or service. That’s the key to attracting clients. But retaining these customers entails more work.
In building brand loyalty, there are a few strategies and tools that you can use. These include the use of rewards, enhancing customer experience, personalisation, and even your personal brand.
Growing brand loyalty through videos
Another powerful tool that you can use to increase brand loyalty is videos. But why use videos?
Making an initial purchase from a company is a rational decision from a consumer. Thanks to the convenience offered by the internet, most modern consumers spend a great deal of time researching each available option before making a final choice.
When a customer becomes attracted to your brand and its offerings, it simply means that an emotional connection has been made between your company and that customer. And when that happens, very little can be done to sway that customer away from your establishment.
There are three ways that businesses can use videos produced with the help of a trusted animation studio to cultivate brand loyalty: increase brand awareness, build brand recall, and create a brand association.
As the old saying goes, the squeaky wheel gets the oil. Before a consumer buys your product or service, your offerings should be within their radar. Only after a customer has purchased your product can you begin to cultivate loyalty.
With videos, you can utilise them for your commercials or promos, and for publicising helpful tips and before and after shots of your product in action.
The good thing about videos, including animated explainers, is that they are easy to share. Capture the attention of one viewer, and if they are impressed, they’ll post it all over social media, thereby increasing the reach of your video.
It is not enough for a customer to purchase a product from you. In order to create a loyal following among your clients, your brand should be seared into their memories. Think Apple, Google, McDonald’s.
As a tool for brand recall, videos are used to tell customers what your values are. You can use videos to give customers a behind-the-scenes peek into your products or to show testimonials of satisfied customers.
The final building block needed to create brand loyalty is brand association. Brand association goes beyond awareness and recall. In its essence, brand association is about shaping the assumptions of your customers into something positive and memorable.
There are several ways to use videos for the purpose of making a positive impression on clients and prospective customers. These include third-party reviews, customer testimonials, FAQs, and even events hosted by your company.
Putting the spotlight on your customers
The bottom line is, when you are trying to cultivate brand loyalty, your customers should be the centre of your attention. Everything begins and ends with making a positive, lasting, good impression.
A single transaction is not and should not be the end of your transaction with a client. Even if it is apparent that a customer will not make another purchase in the near future, businesses should take that single opportunity to build a lasting relationship with such customers.
Here, videos can be used to establish a lasting relationship through welcome and thank you videos, tutorials, and tips.
Loyal customers: your greatest assets
In a competitive landscape, businesses are looking for even the smallest advantage that will help allow them to achieve a distinction between them and their peers.
And that advantage may be hidden in plain sight: your customers!
Cultivating brand loyalty does not happen overnight.
Neither is it easy.
But when you put your customers in the spotlight and use every available tool, such as videos, to establish long-term relationships, you will be rewarded handsomely for your efforts and investments.
Get in touch with Punchy today to discuss how we can help you craft powerful, engaging and memorable videos designed to capture your audience.