Small business owners know how to stretch resources to get their money’s worth, which is why content marketing is such a valuable strategy. Blogs produced as part of a content strategy can be repurposed on social networks to drive interaction with leads via Twitter and Facebook. More, unique social media content can compel connections to opt-into loyalty programs promoted online.
Don’t cut corners with loyalty programs
In 2012, the average internet user signed up for 7.4 loyalty programs, according to the 2013 Maritz Loyalty Report. The study also found 71 percent say there is still room in their wallets for additional company memberships. Small business that want to see real value from their cross-channel marketing efforts must learn how to offer attractive deals to their loyal customers.
In 2012, the average internet user signed up for 7.4 loyalty programs.
Small business that want to capitalize on the opportunity to establish relationships with new prospects and strengthen bonds with existing consumers should consider loyalty programs. Eighty-seven percent of B2Bs and 84 percent of B2Cs use social media content to engage buyers and build lasting relationships with patrons, ContentLEAD previously reported. However, SMBs can’t simply establish a loyalty program and fail to deliver what was promised. While following through and offering deals to customers can establish credibility, business owners must also maintain fans’ trust.
Put priority on private data security
If small businesses want to use social media to attract new loyalty program participants, they should be careful not to take advantage of the personal information customers post on social media profiles. The Martiz report found that 69 percent of respondents think it’s cool when companies use their provided data to offer personalized discounts on products and services they love. However, 29 percent say they are less likely to enroll if companies ask for too much personal information. Specifically, information about their incomes and households.
Businesses that find the sweet spot between knowing just enough, and asking for too much, can launch effective loyalty programs that get the most out of social marketing efforts, while also keeping sales funnels full of qualified prospects.