Of all the things you want for your business, brand loyalty is certainly up there. And for good reason. So many wonderful things come with it. From repeat business to referrals, positive reviews, and more resilient customers — brand loyalty has notable and lasting effects.
But creating and nurturing a brand that people will stand behind no matter what is hard. The food, ambiance, service, and overall experience you deliver at your establishment is a big driver. But how you translate these offline experiences into the online world is another. There’s much that can be done, but starting with the basics is step one.
Create a consistent brand experience
Brand loyalty (like so much in the foodservice world) is built on consistency. No matter the channel — be it Instagram, Facebook, your website, or even a third-party ordering app — you absolutely must put a consistent brand face forward. But to do this, you need a clear brand identity. The look and feel of your brand. The quality of your imagery and content. The language you use. Even the speed and consistency that you respond to followers and customers; all of these things factor in and must be consistent across each and every channel. Otherwise, nobody will recognize you — and if they can’t recognize you, how can you win their loyalty?
Don’t become a ‘master of none’
One of the biggest mistakes businesses make in the digital world is trying to have a presence across every single channel. The result is typically a pretty shotty brand experience. The best approach is to figure out which digital channels are most important to your business and clientele. If 80% of your to-go orders come through your website, put your energy there first. Clean up those fuzzy taco-special photos. Iron out clunky steps in the ordering process. And ensure it’s a perfectly wonderful experience that’ll keep those customers coming back for more. Then, move on to the next channel. Customers are much more forgiving of no presence, versus one that’s subpar.
Give loyalty to get loyalty
Loyalty is kind of like a boomerang. Throw it out into the universe, and it’ll come flying right back at you. If you want your customers to hitch their proverbial wagon to yours, you’ve got to show them some love. Instagram, Facebook, Yelp, Foursquare, whatever the digital channel — you have an opportunity to engage with your audiences and demonstrate your allegiance to them. Listen to what they’re saying. Be helpful. Express your appreciation, and respond to their questions. But most of all, show them how dedicated you are to them by delivering the quality of customer experience you yourself would want.
Use promotions and rewards as incentive
Loyalty can be bought — well, to some degree. You first need to deliver on that whole “superior customer experience” point we keep bringing up. After you’ve got a handle on that, it’s worth thinking about if promotions, freebies, rewards, or other incentives could encourage repeat business and a more committed customer base. The digital space is your oyster. Have some fun with it. Think about the incentives that will motivate your clientele. If you’re a fine dining restaurant, is there a tasting menu giveaway you could host online? Or, would your grab-n-go customers appreciate a “buy one, get one” deal? Whatever the case, think about your audience and figure out what they need. Putting the customer first will always get you one step closer to that loyal following you’re after.
Is Instagram part of your digital strategy?
Instagram is a top hot spot for food and drink lovers everywhere. If this foodie haven is part of your digital strategy, have we got some tips for you. Be sure to check out ‘em out in our blog, How To Use Instagram To Boost Sales and Order Volume. It’s a good one!
