Brand loyalty goes hand-in-hand with profitability. Existing customers know your brand and your products. There’s less friction creating obstacles to purchase, and if they’ve had a good experience with you in the past, they’re inclined to believe the same can be true of future experiences with your brand.
When you cultivate brand loyalty, you’re building long-term relationships with a consumer base who will come to you for their needs. Brand loyalty is revenue.
And one of the most effective means by which you earn brand loyalty is through your product content.
In 1WorldSync’s latest article, we explore how to build brand loyalty with product content.
1. Earn Trust with Quality Content
The quality of your product content informs the consumer’s experience with your brand.
It may seem obvious, but quality content drives customer trust and loyalty. 1WorldSync’s recent report on consumer product content benchmarks found that content quality is a top factor for shoppers, even outweighing brand recognition in their purchase decision-making. A whopping 73% of consumers claim that low-quality content causes them to leave a product page or site.
However, quality content does the opposite. When you deliver an exceptional product content experience, you not only engage the consumer but you earn their trust. And earning trust is the first step in cultivating brand loyalty that lasts.
2. Create Product Content Based on Existing Customer Needs
As you craft your product content strategy, base your content decisions on your current customers’ needs. They are the ones bringing in your revenue stream. They’ve already committed to a purchase. Now capitalize on this existing relationship, and allow their needs, wants and preferences to inform your product content strategy.
You can learn more about consumer needs in a few ways:
What are consumers saying about your products and brand? Social listening allows you to identify what people are talking about regarding your organization, understand brand perception, and be aware of potential risks.
Ratings and Reviews
Consumers tell you what they want in your reviews. Spend time reading and evaluating your product reviews, and provide product content that addresses the needs expressed in those reviews.
Asking your clients about gaps in your product content is the most straightforward way to identify them. Inquiring about how you can meet needs through product content not only informs your content strategy, but it shows customers you care. And there are few better ways to build brand loyalty than by caring for your customers.
3. Deliver Helpful Post-Purchase Content
Product content plays a role in building brand loyalty even after your customer completes their purchase.
By delivering helpful post-purchase content, you facilitate strategic touch points that provide a service to the consumer while reengaging them with your brand.
For example, send helpful supplemental information to your client’s email after purchase. Valuable content endears consumers to your brand and compels them to consider you when making future purchases.
4. Provide Content Consistency across Channels
Omnichannel consistency isn’t just an option, it’s a necessity. Customers demand consistency everywhere they shop.
Your audience interacts with your brand across multiple channels, expecting a seamless product content experience as they do. By delivering consistent content wherever your brand exists, you provide the predictability (and, therefore, comfort) buyers want in an online shopping experience.
5. Solve Your Customers’ Problems
Your content must be built with your customer at the center. Product content informs shoppers about the item, but it should also present your products as a solution to your customers’ problems.
By presenting product content as a helpful resource that answers questions and provides solutions, you create a sense of gratitude that translates to brand loyalty and advocacy.
6. Create an Emotional Connection
Shoppers are smart. But that doesn’t mean their emotions don’t play a significant role in purchasing decisions.
You can build an emotional connection with your customers through your product content.
This can include aspects of design, like color, font, and lighting, and the content topics themselves: how does your brand give back? How does a purchase make a positive impact, and how do consumers play a role?
7. Cross-Sell with Product Content
Content tools empower you to cross-sell and create product bundles. Hot spots, for example, highlight unique characteristics and specs that a consumer might have overlooked.
Cross-selling is an effective means to increase your revenue while introducing your shoppers to new, complementary products. The higher your customer engagement, the more brand loyalty you cultivate.
8. Implement a Review Management Strategy
Product content includes many components, including customer reviews.
As discussed above, your ratings and reviews paint a crystal-clear picture of what your customer base feels about your products and brand. Product detail page reviews inform brand perception, sales, customer retention and brand loyalty. Managing those reviews allows you to connect with customers, address issues and concerns, and cultivate brand advocates.
Consumers want to shop with brands that operate with humanity and empathize with shoppers. Effective review management highlights your customer engagement and, as previously mentioned, shows you care about what shoppers are saying.
9. Ensure Content Accuracy
Content accuracy is necessary for a positive customer experience. It’s one of the most critical aspects of your product content strategy.
1WorldSync research shows that 60% of shoppers say poor or misleading e-commerce content is responsible for an item return or refund. In short, inaccurate product content can ruin your customer’s shopping experience.
Product content should set realistic expectations for shoppers. When it’s inaccurate, outdated, or missing crucial product details, shoppers will be disappointed upon receipt of the item.
Ensure content accuracy across channels and retailers –– wherever consumers shop –– and you create a positive experience that is foundational to brand loyalty.
10. Deliver Interactive and Immersive Content Experiences
Content doesn’t have to be boring. And if you want to compete, it can’t be.
Brands must deliver interactive and immersive content experiences to win the digital shelf –– and the loyalty of their customers.
Including VR/AR capabilities, 360-degree spin imagery, and hot spots in your product content sets your products and brand apart in a highly competitive market.
Rich product content engages and educates. It allows consumers to see themselves using your product and how their lives can be improved by purchasing it. Immersive content draws consumers in and compels them to buy.
The most significant step in cultivating brand loyalty is making the initial sale, and interactive content helps you do that. Once a consumer makes a purchase, they’re more inclined to shop with you again and again.
Brand loyalty drives your sales, health and long-term success. You can leverage your product content to build brand loyalty that earns the results you want today and in the future.
1WorldSync has the tools, resources and knowledge to deliver product content solutions that cultivate your customers’ sincere and lasting brand loyalty. Reach out to our team today to learn how we can help you create a product content strategy that builds brand loyalty at every step of the buyer journey.