The Value + Importance Of Loyalty Programs

The Value + Importance Of Loyalty Programs

Small business marketers, the Marketing CLARITY Podcast (formerly TriPod) is for you if you’re looking to create better content and be a more informed digital marketer. Hosted by Ross Herosian (a Marketing coach, content creator, and entrepreneur) episodes are a mix of helpful Marketing tips, digital marketing and social media updates, conversations with subject-matter experts, and his own unique perspective on how to promote and grow your business. So sit back, relax, and let’s get pedaling!

In this episode, Ross welcomes Paula Thomas. Paula is a loyalty marketing expert with over twenty years of experience delivering tangible results for some of the world’s top brands. Paula’s clients have included Three Ireland Limited (formerly Telefonica O2 Ireland), Electric Ireland, AIB, Avios and The Entertainer Group.

You may be asking yourself if your business needs a loyalty program and the simple answer is YES! So grab a pen and paper because Paula drops some knowledge bombs today!

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In This Episode...

What is Loyalty Marketing?

If you look up “loyalty” in the dictionary, it’s defined as a strong feeling of support or allegiance. Everybody listening to this podcast is in business and regardless of who your stakeholders are — employees, investors, customers — you want them to be loyal to you and your business. So, loyalty marketing, by extension, is a mindset. It’s the feeling of support and allegiance that comes through in running a business. There is a classic definition of loyalty marketing, which is all of the mechanics that are classified as loyalty marketing initiatives. But Paula prefers to look at loyalty marketing through a high-level lens of mindset.

How Can Business Owners Improve Customer Loyalty?

There is no shortage of ideas when it comes to improving customer loyalty. One thing you might try is creating a community around your product. IKEA is the master of this. How did IKEA get so many devoted customers? Simply put, consumers need design ideas and a massive amount of inspiration. So, IKEA creates content to help them. But in actuality, IKEA’s customers probably provide each other with more inspiration than the company does, so IKEA created a way for customers to share pictures through Facebook groups and other social share sites. The goal is to get people talking to each other. That’s something that’s definitely undervalued, and COVID has definitely reminded us that we all value our communities. Humans like to connect to people who are similar to them.

The second thing a business can do is improve communications. Whether using a form of audio or video marketing, Paula is a firm believer in the power of the human voice to earn trust. 

If you want to build loyalty, show up, be real, and demonstrate that you care in many ways so they can read it, enjoy it, and visualize it.

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