The most important people in the life of an entrepreneur are his clients. As a business owner, the success of your mission depends on your ability to build a lasting relationship with your customers. Whether you offer a product, service, or system, satisfied customers help generate new leads and build a positive reputation for your brand.
Brand awareness is essential for any business, but it is different depending on the size of your business. Well-known brands, especially in the luxury market, are making their customer relationship strategy a science. While your business is unlikely to be the size of a century-old brand, you can use their successes as a model for yours. The iconic Louis Vuitton handbag is a classic example of clients working as advertisers. The bag has a distinct design and it acts as a status symbol, and everyone who wears it is basically offering free publicity for the brand.
If you want your customers to be your best advertisers, you need to make sure that your unique brand message is clear and that your product offers something lasting to customers.
Become a household brand
People rarely use the phrase “I searched for it online”. Instead, we say, “I googled it.” Even though they use a different search engine, people choose the brand name “Google” to convey a message. As an entrepreneur, your goal should be to create a brand message so clear that it is used in the conversation. Does this sound like a lofty goal? It is not impossible. In order to become a known brand, you must generate continued interest in the product or service you provide.
The owners of Happy Jewelers, a luxury jewelry company, have discovered that their most satisfied customers are like walking ads. The family business has built its notoriety on the customer experience instead of investing all of its money in traditional advertising. This means that they focused on customer relationships, were available to communicate at any time, and kept the customer coming back by providing new items and services of interest.
This strategy helped the company generate a loyal following who ultimately began to refer their friends and family to the brand. They’ve done all of this while making sure the customer feels like the most important relationship in the life of the business owner.
Whether you are selling a tangible product or service, the best investment you can make early on is to create a positive customer experience, educate your employees, and focus your core business message. Make sure the products and services you offer meet all of the customer’s needs and follow up after purchases to make sure they are satisfied. This will build brand awareness and give you more points of contact. As your customers tell their friends that they bought the product from you, your business will grow by word of mouth and become a household name in its own right.
Offer an experience with lasting value
The customer journey is more than the distance to the purchase of the product. If you want your business to grow, you need to invest in the customer even after they’ve made a purchase. Happy Jewelers implements this idea by offering a lifetime warranty on all of their products. Coupled with the enduring value of jewelry, a product often passed down from generation to generation, the company delivers a continuous experience and an item of enduring value.
Maybe you can’t offer a lifetime warranty on your product or service, that’s fine. Instead, think about how you can build a long-term customer relationship. Can you offer product updates, repairs, or tutorials for the technology system you are offering? Customer experience is more than just a purchase. Offer educational resources, a unique customer service experience, or loyalty programs.
Your customers are your most valuable advertising asset. Before spending money on advertising strategy, make sure your customers are happy with their experience with your brand and know the main message you want to communicate. Create a customer journey that keeps them coming back for more, and you’ll generate a loyal subscriber base who share your products with their network.