So, we’ve established why brand loyalty is important, and that creating a social connection which evokes an emotional response is the best way to achieve it. Now comes the more difficult part: how do you establish this social connection?
Well, in short, you need to develop a customer engagement strategy. One of the best ways to do this is through your community.
There are 3 steps in creating a community engagement plan:
- Identify Member Segments
- Identify the Desires of Each Member Segment
- Craft your Community Engagement and Participation Plan
According to Richard Millington, the founder of FeverBee and the author of Buzzing Communities, the goal of your community engagement plan is to, “really get behind what [your community] is saying and understand what their deeper desires actually are…[these] strategies [that you will employ in your plan] are about the emotions that you are going to amplify or perhaps dissipate to help members become deeply engaged in your community.”
Ultimately, your community engagement plan will be about evoking an emotional response from your community members, which as we know, leads to increasing customer loyalty.