Customer retention and engagement is easier than ever now that marketers know what turns customers on and off brands. Outlined below are companies that are nailing their brand strategy with simple marketing techniques. To help you work out what you can do to turn your customers onto your brand, learn from winning methods and heed the warning from companies who have chosen losing methods.
Brand Engagement vs Brand Disengagement
Engaging your customer looks something like this:
Red Bull took a skilled rider’s story and created shareable content that combines the must haves for every company's brand strategy: rich, relevant content, social involvement, a wide range of content formats and purpose. This type of engagement has worked a treat for Red Bull’s growth.
To top it off, Red Bull is also connecting with their target audience on a level that all brands can make use of: through music. Red Bull saw an opportunity to speak to Millennials by incorporating the Red Bull Music Academy, which calls itself a “global music institution committed to fostering creativity in music”.
Brands that ‘won’ at Brand Disengagement:
American Air still faces similar comments to the above regularly, however it appears that they still don’t have an engaged means of responding to their disengaged customers.
@garrbear04 Marlo, we don't like cancellations either. Do you have a record locator for the minor?— American Airlines (@AmericanAir) 24 June 2015
Pigalle Restaurant Boston
These companies have missed the first step to brand engagement: understanding your audience. In Pigalle’s circumstance, they ended up closing their doors because of a rant their chef posted on Facebook – which the above is in reference to.
Result: When put up against brands that are using less engaging approaches, brand engagement is the obvious winner at customer retention.
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Inbound Marketing vs Outbound Marketing
Inbound marketing is the process of connecting potential clients with valuable, relevant information and building that relationship through honest, transparent communication. Outbound marketing includes elements like telemarketing, emailing purchased contact lists, paid advertising like banners and
embedded videos on unrelated websites. Which do you think works best for customer retention? Here’s what we’ve found:
According to HubSpot 54% more leads are generated by inbound tactics when compared to traditional paid marketing, which is saving the average company $20,000 (USD) per year in costs that they would have spent on outbound marketing.
If you’re still not sure whether inbound marketing is for you, maybe these tweets about outbound marketing techniques will help you to decide what’s best for customer retention:
@SethMacFarlane— Jason Ford (@jfordtx) 11 November 2015
Facebook Game Requests = Annoying telemarketing phone calls.
Anyone else getting these annoying and harassing non-stop telemarketing calls from some #USAsolar ?— Shimon R. (@ShimonRol) 24 September 2015
Ad world, pay attention: people hate (mobile) ads enough to make paid ad blockers number 1, 3, and 4 in the App Store. Totally bonkers.— Ryan Block (@ryan) 17 September 2015
The logical result of widespread ad-blocking would be disappearance of small sites, rise of pay walls and native ads. Enjoy.— Benedict Evans (@BenedictEvans) May 17, 2015
Result: Inbound Marketing wins at turning customers onto brands over ad placement, any day.
Avoid looking like a loser in marketing and boost your customer retention and engagement strategy in 2016 by downloading the FREE eBook below: