Tips for Maintaining Brand Loyalty During Uncertain Times
Published: September 23, 2020
Author: Joe Kerschbaum
A Kinsey survey found that since the pandemic started, over 77% of Americans have tried new shopping behaviors, including new “methods, brands, and places.” This makes perfect sense as household budgets tighten and uncertainty abounds. An important note: those shoppers intend to stick around for the long-term.
Going into the holiday season, it’s more critical than ever to ensure rich, meaningful engagement with your current customers and prospects.
The two major pillars that you should consider this year to engage with your customers should be messaging/targeting and 1st-party audiences. Here, we provide a few pointers for making sure you’re delivering a first-class customer experience based on your own data.
For other great tactics you can use this season, download our 2020 Holiday Retail Guide.
Hone your ad targeting
Each digital marketing channel provides an opportunity to meaningfully connect with past users. Take advantage of all the available tools at your disposal for laser-focusing your ad targeting.
Use our cheat sheet to harness the power of 1st-party data in your messaging and creative.
Segment for better ad delivery
Your 1st-party data provides a rich set of insights for your business, since it represents the people who’ve actively searched and found your brand.
To get more out of your 1st-party audiences, segment users by their behavior to apply specific campaign goals towards each one. Here are a few suggested, holiday-centered classifications:
- Frequent purchasers: Be sure to include previous holiday purchasers.
- Website visitors: Segment by homepage visitors and add to cart.
- Newsletter signups: Another great way to reach those looking for discounts and deals.
By focusing on behavioral segmentation, you’ll be able to understand when and how customers ended their journey and what patterns they followed before purchase or abandonment. And, you’ll be able to deliver relevant ads that are more likely to lead to a purchase.
Drive customer engagement and loyalty
Your returning customers and potential new ones are crucial this year—and they’ll pave the way for your success in the coming months. With so many brands out there fighting for attention, small gestures and key adjustments to your marketing programs will go a long way.
We hope you’ve enjoyed our holiday tips, and we wish you a successful and peaceful season. For a full view of advice and tips for this year’s shopping period, download our 2020 Holiday Retail Guide.