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Build Community Loyalty Rather Than Incentivizing Bargain Hunters
Jeff Sexton, copywriter for Future Now, published an excellent article on Social Media Examiner entitled “Are You Unknowingly Bribing Your Social Media Fans?”
He warns against a pattern of “ethical bribery” that engages your customers on a purely economy level. It trains them to always look for the incentives, rather than stay loyal to the brand.
So how do you get out of this cycle?
Hub mentality. Or as Jeff puts it:
“So to create a real customer loyalty program – and the premium price differential that goes with it – you have to create a customer community.”
He then recommends four key elements for building community:
- Repeated Interaction
- Interaction Involving Built-Up Meaning
- Actual Consequences of Community Interactions
- Separation of Outsiders From Insiders
Read the full article here.
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Stephen Palmer is a marketing consultant and persuasive writer with KGaps Consulting, a co-founder of The Center for Social Leadership, and the New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity.
He is a liberal-arts graduate of George Wythe University and a graduate of the “non-traditional business school” Wizard Academy.
Stephen resides in Round Rock, Texas with his gorgeous wife Karina, awesome son Alex, and princess daughters Libby, Avery, and Laela. Stephen and Karina blog about their magical life on Palmer Journeys.
Connect With Stephen:
Email: spalmer [at] kgaps [dot] com
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