Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Four ways retailers can build their loyalty muscles

The study has identified four key ways in which retailers can shape or re-shape their consumer-facing content to reach further and build greater loyalty among both prospects and existing customers. For example, research from the CMO Council found that more than 60% of consumers want content beyond special offers, seeking information about new products, features and services from the brands they follow.

"The link between content and customer loyalty is clear," said Sandra Gudat, president and CEO for Customer Communications Group. The four key ways retailers can help customers gain value are as follows:

1. Get Personal
   Relevance is the key: connecting content to the wants and needs of your individual customers. In other words, it's what your customers want to read - not what you want to say. To best align your content programme with individual consumers, leverage customer data to understand their preferences - then continually create new and innovative ways to benefit them.
2. Be Credible
   Your content should help guide and educate. When it comes to marketing your products or services, your customers should feel they are more like partners than mere sales targets. Even if consumers don't have the immediate need for a particular product or service, you can keep yourself top of mind by branding yourself as the one they should contact when they are ready to move forward.
3. Stoke the Emotional Connection
   Loyalty can be thought of as an emotion that's strengthened over time through customer experience. By offering consistent, relevant messaging across multiple channels, you are strengthening that connection with every communication. Do this, and over time customers begin to feel personally valued by your business.
4. Keep it Insightful, Educational, and Abundant
   The old adage "quality, not quantity" is only partly true when it comes to loyalty-building content. Today's consumers expect both. They are hungrier than ever for insightful, engaging information that can help them make sound decisions. And with increasingly ever-present social media, there are more ways to supply your customers with the content they're looking for. So will they satisfy their craving with a competitor - or with you?

Find out more about measure content marketing success and many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG's Guide to Content Marketing at The company's 2015 Guide to Content Marketing has been made available for free download from its web site - click here (zipped PDF document; no registration needed).

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)