Over the years, numerous marketing terms have popped up and become standard in the industry. One of these, associated with your brand and your customers’ relationship with it, is brand affinity. Building brand affinity is essential for business growth.

Brand affinity involves building a long-lasting relationship with your customers in order to create brand loyalty. It is the concept that customers believe that they share common values with a brand and company. These shared values help build a relationship between brands and customers which retains loyal customers for longer.

So, how do you go about building brand affinity and establishing long-lasting relationships with your customers?

We thought we would take a look at what successful brands are doing globally and how you can go about engaging with your customers to create shared values.

Building Brand Affinity: Know Your Customers

Know Your Customers

The first point of call is to actually know who your customers are. You will need to complete a full customer map to understand who they are, what their interests are, and how they behave in a shopping environment.

So, take things like their basic demographics in mind, but go further than that and delve into what they are engaged with online and what captures their interests. Take a look at what your competitors are doing and what their audiences are engaging with as one option. But, it is also worth your while establishing what their online and social media behavior is like.

What are they sharing online? How are they engaging with other brands? What is getting posted and liked? What is going viral?

These days, gathering data and information about your customers’ movements and behaviors, whether online or not, is incredibly easy. It will give you an insight into what they look for, how they make purchases, and what their buying points are.

Keyword research is also key to understanding what people are searching for and what is trending at the moment. From there, you can move on to creating marketing content that they want to see and that they will identify with.

Create Content That Speaks To Them

Produce Unique And Engaging Content

Let’s take a closer look at this content. This is content that will be going out to your customers via various channels, from social media to emails to paid ads and even traditional advertising. So, you need to develop messaging that reflects your brand and resonates with them.

You will also need to make sure that your messaging is uniform across all channels. So, create a content strategy and calendar from the outset. Have themes for certain weeks, and keep your language uniform throughout the campaigns.

From there, you can create images and videos, together with simple, yet effective copy that will educate, entertain and inform your audience. And, this is one of the most important things about your marketing copy. Not only does it have to teach your audience something about your brand and your products but it also needs to be created with SEO in mind.

The more channels you have, the more chances you have to reach your potential audience. So, make sure you have a blog section, an email, social media posts as well as paid ads going out. It is important to know that when you pay for content to go out, you increase the chances of audiences outside of your followers seeing it.

Partner With Affiliates They Are Engaged With

They Strengthen the Brand

This is a highly effective strategy that not too many companies are taking on board. Essentially, you will be using micro-influencers as a way to reach new, highly targeted audiences.

Look at it this way. If you find an influencer with a few thousand highly engaged followers, you will know that whatever content they share, their followers will interact with it. So, look for someone who is engaged in your industry and whose audience has followed them because they are genuinely interested in your products or services. You can then create content together, or you can leave it up to the account holder to create the content that works for them.

These affiliates and influencers don’t also necessarily need to be within your exact industry perimeters. A pet food and accessory brand, for example, may want to look for a local radio personality with pets. An insurance company might want to partner up with a respected and popular finance guru or car funding business.

Your local, engaged and well-followed celebrities will usually always be a good go-to.

The Bottom Line

In conclusion, keep finding out from your audience and followers what they want from you. Keep researching about what kind of content they want to see and keep an eye on what other brands are doing, too. This is the only way to ensure your clients will keep coming back to your business.

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