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10 Tricks Successful Businesses Use To Keep Customers Loyal

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10 Tricks Successful Businesses Use To Keep Customers Loyal

So you want to run a successful business do you? While it definitely takes a lot of hard work to do that, you might be surprised by how simple the steps are in regards to reaching that goal. Indeed, at the foundation of every expanding business lies the customer. For your company to be the best it can be, it has to be run in a way that focuses on expanding the number of loyal, repeat customers that you have.

Don’t worry. Finding new customers and keeping them happy doesn’t require a huge monetary investment on your part. All it takes is a bit of care, consistency, creativity, and hard work.

Now, onto the specifics. What do successful businesses do to grow a loyal group of customers? Get out your pen and notepad because I’m going to lay it all out for you.

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1. They have standards.

Is anybody else here a fan of Gordon Ramsay’s Kitchen Nightmares? Well, whether you are or not, the show teaches us all a simple lesson about running a successful business: setting standards and expectations are a must. When employees know what to expect, and are given clear direction, the company runs more smoothly. And when the company runs more smoothly, the customer takes notice.

Of course, you can always leave room for improvisation, but you want the core values of your business to stay consistent. If you do that, customers will in turn reward you with consistent purchases.

2. They flaunt what they’ve got.

Okay, so perhaps it’s not so obvious as that. However, it is true that successful businesses are able to subtly inform potential customers exactly why they are great, and in turn why they should bring their business to this business. They don’t brag, but they aren’t too modest either. Take Apple or Samsung, for instance. Their smartphone commercials do a great job of revealing exactly how and why their product will improve their customer’s lives. This technique works in nearly every industry. You just need to figure out how to get your positive message out to your customers.

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3. They make use of data and analytics.

The use of “analytics” is a growing trend in business, with sports perhaps being the best example. Teams, like the NBA Houston Rockets, analyze hundreds of data points and collected statistics in order to improve their product. This, in turn, acquires more customers/fans. Of course, you don’t have to be a major sports team to make use of the same concepts. Keeping track of customer related data can be an easy and effective way to determine whether your satisfying their needs sufficiently. All it really takes is some basic mathematics and a few hours a day in Excel — so get cracking!

4. They communicate.

Most successful businesses have some method of communicating with their customers, whether it be through little surveys, employee interaction, or something else that’s more outside-of-the-box. It is most important that customers feel like they are heard, and that you are receptive to their ideas. One of the most successful businesses in the world, video-game company Blizzard Entertainment, is famous for this. They make a point of interacting with fans on a daily basis through online message boards, gathering data, conversing with them, and making note of their ideas. Take notice of your customers, and they will return the favor.

5. They stay on the cutting edge.

When you go to most successful restaurants these days, you’ll find that they don’t have wood paneling on the walls and disco balls attached to the ceilings any more. Smart businesses know that they have to keep up with their customer base, not only because their wants and needs are constantly evolving, but also because everyone gets bored of the same old thing after a while. Just look at McDonalds, as an example. Years ago we were just fine with their offerings. However, nowadays their burger lineup seems drab and disappointing compared to some other establishments. Whatever field your business is in, it’s best to stay abreast of what is hip and happening at any given moment, as that will help you retain and gain customers.

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6. They add incentives.

As a way to say “thank you,” many successful businesses have something akin to a loyalty program. Take Starbucks for example, where if you buy something on a daily basis, you will eventually have access to a bunch of perks (that include discounts and free drinks). You don’t want to bribe your customers, per se, but it’s always nice to give back a little bit. If you want your customers to be loyal to you, then you need to show some loyalty to them as well. A “thank you” can come in many forms as well — even a simple e-mail thanking a customer for their visit is a nice gesture, especially if you don’t have the resources to be giving out any freebies.

7.  They make their product both affordable and valuable.

In this day and age, running a business means catering to one of the fastest growing consumer bases — millennials. To capture that market, you’ll need to ensure that your product is reasonably priced and offers a lot to the customer. Sort of like Netflix, where you get so much for your $7.99 subscription that you almost feel like you’re ripping them off. Whatever your business is about, you’ll have to find that healthy balance where your customer feels like they are getting a lot, while all the while you’re still making a decent living. Not easy, but it’s one of the best ways to rapidly gain customers.

8. They use social media in a clever fashion.

Has anyone else followed Taco Bell’s Twitter account? The hilarious, sometimes self-deprecating nature of its tweets are great. Taco Bell does a perfect job of selling its product to its main customer base. Now, you don’t have to be as good as them, but you should try and acquire some kind of social media presence, especially if you want to touch base with the aforementioned millenials. Not only can social media be used as a way to advertise more cleverly, but you can also use it to communicate with your customers. It’s sort of like killing two birds with one stone!

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9. They have a smartphone app.

This section ties in to what I was talking about in regard to incentives above. With so many people tied to a smartphone or tablet these days, it’s crucial to get your business onto the iPhone App Store and Android’s Google Play. Through your app, you can offer loyalty rewards, and connect your customers to your social media accounts and other promotions. It’s the perfect way to tie several key aspects of the customer experience together!

10. They use gimmicks to build hype.

Can you say “McRib” with me? Or how about IHOP’s free pancake day? Or what about World of Warcraft’s yearly April Fools gags? All of these might seem to be superfluous things at first glance, but they all play a role in getting each of those companies extra business. There are certain things you can do to make your company stand out, whether it’s creating a satirical piece relating to the product you sell, or crafting a limited time product that is just crazy enough that people will feel a desperate inner need to go and buy it right then and there. Come on, we’ve all been there with the McRib. Don’t lie and tell me you haven’t.

Of course, you should keep the gimmicks to a minimum. All I am saying is that a few, well-timed, spaced out promotions like the ones laid out above just might give you more of a return on your investment than you initially bargained for.

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Are you a business owner? What are some of the things you do to build brand loyalty and grow your customer base? Comment below!

Featured photo credit: Business School/University of Salford Press via flic.kr

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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