Using Blogs to Increase Customer Loyalty

Customer loyalty is a fragile thing.

One bad product, late delivery or wrong PR move can turn a potential customer away from your brand in an instant.

You want to constantly nurture customer loyalty. Blogs are often a great resource here. You can present a constant stream of fresh, informative blog posts in order to improve your ranking among the search engines while also connecting with potential customers.

The importance of actually connecting with people can’t be underestimated. People don’t buy from brands – they buy from other people.

Here are my six proven methods to increase customer loyalty by using blog posts:

Create a Uniform Look

People respond well to familiarity and consistency. You can tap into this by creating an aesthetically pleasing experience for users.

Keep your brand consistent. Use the same color, font, website elements, writing voice and so on across all of your messages. This includes logos, social media pages, blogs and websites.

Any new imagery – such as a logo for a limited time offer, for instance – should visually tie into your existing themes.

Personally, I stick to no more than three colors and two fonts for each brand I develop. That’s more of a guideline than a hard and fast rule, but it’s something to keep in mind.

You should never have an abundance of color schemes and fonts. Also, try to change your design as little as possible throughout the years. Customers become confused when a site’s look changes often. The brand also tends to be perceived as unprofessional, too.

Keeps Your Voice Consistent, Too

Your brand’s “voice” is the tone, style and content of all your written information. This includes everything from press releases to blog posts to the core content on your home page.

Each brand has a different voice, largely depending on the product or service you provide. Some brands have a light-hearted, funny voice while others are better served by something more professional and serious.

Stick to one voice everywhere, including social media. Don’t aim for comedy on your Facebook page if your main site has a more reserved tone. Most industries are best served by a somewhat casual, professional voice.

Develop a Style Guide

A style guide includes all the spelling, grammar and writing instructions for every piece of content published in connection with your brand.

The style guide covers everything large and small. You can establish the big picture, like your brand’s voice. You should also lay down the rules for all the small details, such as your use of dashes, abbreviations and other mechanics.

A style guide allows multiple writers to all create consistent pieces. Plus, if you’re ever approached by someone who wants to write a guest blog for your site, you can simply send them your style guide.

The point is to create a uniform, consistent voice for your brand which anyone can easily replicate when necessary.

Avoid Flashy Style

A well designed website is easy to read and navigate. While you obviously want something aesthetically pleasing, don’t go overboard. Avoid flashy colors, excessive motion and other heavy design elements.

This goes for functionality, too. Your website should function in a way users are already familiar with. This includes clear categories, a sitemap and other Internet “general practices.”

Personalize Your Site

People want to feel special. I know I do, and you probably do, too. Feeling important and valued is actually one of the six fundamental human needs. Here are some easy ways you can add a personal touch:

  • Personalize greetings based on the user’s name and location
  • Respond to all social media posts
  • Include a handwritten note thanking new customers for their purchase
  • Optimize your site for mobile

Leverage the “Curiosity Gap.”

People love stories and tend to dislike ambiguity. Simply put, people like a conclusion. If you’re telling a story, people will seek out the end. If you promise a tip or solution, they’ll read through your content until they find it.

This called the Curiosity Gap and you can use it to increase reader engagement.

Be careful, however. Always deliver on your promises. People hate to feel misled or cheated.

Use Social Proof

People tend to trust other people, even if they don’t know those other people personally. Testimonials are a powerful motivator.

Use real people who have honest opinions about your product. But avoid generalities such as “This product is great!” Instead, showcase testimonials that address common concerns or fears about your product. Some examples include:

  • “I was a bit concerned about ordering a printer through the mail. But their custom shipping containers ensured my order arrived without damage – and quickly, too!”
  • “I’m not always great at selecting the right size when ordering clothing online. But their no-hassle return policy put me at ease.”

Loyal customers not only help increase sales, but they can also act as informal brand ambassadors and help increase overall brand awareness.