Loyalty: Discover how your Brand Perception is central to your customer loyalty levels (episode 070)
by April Buencamino-dyAngeley has had a fascinating career including time working for Amazon, Intuit Quickbooks, and GoDaddy! Throughout she’s been focused on helping companies and markets grow – especially through using research and customer insights. In fact, the company she now works for (Latana) is all about helping brands make better marketing decisions through the insights they deliver.
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About Angeley
Angeley first worked in sales, but she kept having ideas and questions about customer retention and how to make customers loyal that a colleague eventually suggested for her to check out marketing.
The rest she says is history and she has been involved in marketing and more specifically, loyalty, ever since.
What’s at the heart of Loyalty?
For Angeley, brand is at the heart of loyalty.
It’s about perception and connecting with your consumers. It’s important that you’re able to capture the essence of the connection between your brand and your customers because loyalty follows right after.
What is Brand Tracking?
At Latana, the focus is on brand tracking and brand perception.
And what brand tracking is, is going deeper into your core audience, how consumers look at your brand, and what really resonates.
With the analytics and insights Latana provides, brands are then able to make better marketing decisions.
How does Brand Tracking work?
What Latana does is utilize mobile optimized surveys and serve these to audiences around the world.
Results of the surveys help marketers understand their target demographics, even up to a city level, and find out what customers really think and feel about the brand.
Where Brand Perception Matters
Brand perception is important when you’re launching so you can get the right customers from the very beginning. Having the right customers will also lead to a higher level of loyalty further down the line.
What you’ll need to do next is to optimize perception, so it essentially plays a role from the start to the end of a consumer’s journey.
Cause-led Brands
One of the fundamental shifts happening currently is that brands want to be seen as more genuine, with real stories that help them connect with their audience.
And for almost two years now, what’s evident is that people are really looking for connection so this is something that brands and marketers need to focus on.
Insider Tips
If we’ve inspired someone to take their first step with loyalty – what do they need to know to give themselves the best chance of success?
Angeley says know your customer and understand what your customer wants.
This is basic but still, a lot of marketers get it wrong. So for Angeley, this is the first and best step.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve loyalty performance?
Testing is Angeley’s tip.
Find different ways to test everybody because this is where you’ll find new and interesting information that can help you come up with creative ideas.
If someone listening wants to learn more about loyalty is there one cheap/free resource you’d recommend?
Latana’s Resources Section has articles, guides, and more that can help brands understand brand awareness and tracking more.
Additionally, Angeley recommends that you start looking at what’s resonating with consumers, what people are interested in, what they’re talking and writing about, to come up with campaigns and strategies that will truly connect your audience to your brand.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in loyalty?
The marketing space is abuzz with dynamic advertising right now.
Marketers need to watch this space closely for the next 6 to 12 months, whether you’re focused on loyalty or any other type of marketing.
Interview Links
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Sponsored by…
Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications.
The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.
