Now that your business is branching out and reaching fans through social media. How do you keep these users coming back to your site and interacting/purchasing over and over again from these sites?? Through these new advertising channels, you are now tasked with turning these first-time purchasers into advocates of your brand. A pretty cool article from eMarketer on How Marketers Can Keep Brand Fans on Board tackles this dilemma.
What are users looking for and what keeps users around?
Users are still drawn the most by incentives – although new-media users expect deals, these users also search for brands to help solve their problems and get their feedback on products and services – this will help make a larger connection with online users and shoppers.
Marketer Beware: What can lose a user’s interest and loyalty?
The top three reasons users stopped following a brand?:
- The brand sent too many messages
- The brand acted irresponsibly
- Content was irrelevant
The Magic Recipe: Keeping Users A Returning Consumer and Raving Fan:
There is a fine balance in what we see above to gain return visits and create fans on our clients’ brand – too little communication won’t help engagement, but too much communication where it seems impersonal or off-base will lose a user’s loyalty. It is up to your marketing team to ensure online new media users are served with balanced, targeted information that keeps them returning for more and spreads positive feedback through online communities.