The key to activating superfans is to build relationships with them, according to a CrowdTwist infographic titled, “Cultivating the Superfan.”
When marketers attempt to cultivate superfans, or highly engaged brand advocates, here are some key tips to ponder from the infographic:
Cultivate emotional responses from your superfans: Emotionally engaged customers are at least 3X more likely to recommend, 3X more likely to repurchase, and are less likely to shop around.
Open your loyalty program to include multiple channels and offer superfans more ways to engage than traditional spend and get initiatives: 86% of marketing professionals agree that successfully integrating multiple channels under a single marketing strategy is crucial to their long-term success.
Never underestimate the value of customer retention. Focusing on existing, engaged customers will improve your bottom line: 80% of a company’s future revenue will come from just 20% of its existing customers.
Nurture your superfans and reward them for their dedication and their brand loyalty: 54% of consumers would consider increasing the amount of business they do with a company for a loyalty reward, and 46% said they already had.
Engage your fans with occasional surprises. Unexpected treats and surprises show superfans how much you value them and amplify engagement: 67% of customers said surprise gifts are very important for loyalty programs.
Create buzz with your superfans through branded hashtags to drive word-of-mouth: Tweets that contain one or more hashtags are 55% more likely to be retweeted than those that do not.
Target your superfans with relevant, custom content to strengthen relationships: 90% of consumers find custom content useful.
Here are a few examples of brands that engage superfans:
TOMS evokes love for moms by encouraging customers to support a cause marketing initiative by shopping from its TOMS bags collection.
Zumiez surprises its fans with personalized rewards.
Oreo encourages fans to play with its brand using a hashtag.
Lancôme engaged its superfans with content through its Rendez-vous blog.