As more and more small businesses embrace social media in general and Facebook in particular, getting online “fans” has become yet another item on the to-do list. But beware. While fussing over online fans, businesses sometimes forget that making customers fans in the real world should come first.
Turning someone into a fan of your business means more than convincing them to click a link or check a box online. Maribeth Kuzmeski, founder of Illinois-based Red Zone Marketing, uses sports analogies to make her point that customer loyalty can be similar to team loyalty. In order to get customers or clients to become true fans of your business they have to develop a strong emotional connection similar to one you might feel for your favorite sports teams, said Kuzmeski.
The passion part is something that can differentiate a small business. Because so few businesses act with real enthusiasm toward customers, when you apply passion to what you do, people take notice. In short, you develop fans!
Here are essentials for building real-world fans:
• Offer something unique. Whatever you offer customers can’t be merely better; it has to be different. To gain die-hard fans, offer or do something that no one else dares. Consider Buc-ee’s Beaver in Texas. Customers rave about it online; they write glowing blog posts, Facebook items and Yelp reviews about Buc-ee’s.
And all this for a gas station! Google it and you’re likely to see a quote like “Buc-ee’s is the coolest gas station I know!” So how does a humble gas station earn such kudos? They’re different. For example, they’ve focused on one thing people dread most about gas stations: the bathrooms. Every Buc-ee’s has super-clean, oversized bathrooms, and full-time attendants to keep them in shape.
• Create something valuable. First, you need something valuable to say – a message, tip or other piece of information your customers will want to pass along. Now make it easy for them to share that message. The rule is this: When it’s really easy for customers to share stories about your brand, they will.
• Separate features and benefits. Too many small businesses still highlight product or service features rather than the benefits. Customer aren’t interested in features – they want the benefits those features bring. Benefits are value statements about your product or service, with an emphasis on what’s in it for the customer. For example, “open 24 hours” is a feature. The benefit to customers is knowing you’ll always be open when they need you. •
Daniel Kehrer can be reached at editor@business.com.
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