Customer Acquisition Jun 14, 2019 1:32:33 PM 1 minute read

Customer acquisition—from fans to real, long-term customers

Attracting fans with well-designed marketing campaigns is only half the battle. How do fans become long-term customers? This post provides you with 7 tips.

Many companies convince through professional public relations and are known and positively present as a brand through image-building campaigns. And yet there is this decisive hurdle: How can you transform your degree of brand awareness into the acquisition of actual new customers and real buying impulses? After all, what good is a well-maintained image if it does not facilitate the winning of new customers in the long run?

Many companies are very successful in attracting fans. They do not put the product or service in the foreground, but rather charge it emotionally with a story. One example is the renowned car manufacturer Mercedes Benz: In an emotionally charged commercial they impressively demonstrate how to touch people and subtly turn them into fans. In this commercial, a little boy with his teddy bear walks all across a big city to a police station. Only there, the intention of the commercial becomes clear... Fan generation at its best. 

How fans become customers - 7 questions, 7 answers
The most important question is: What are the reasons that prevent brand fans from actually buying? Here, all the familiar marketing tools such as surveys, analyses and statistical evaluations help to accurately explore the wishes and needs of fans and potential customers—and then to win them over. The advantage for the brand: A “fan” is not a “cold contact”. They are more accessible for surveys and messages.

  1. Do the fans really understand the relevant benefits of the brand?
    Fans are very enthusiastic about aspects of image building (e.g. an influencer), but they know far too little about the really relevant benefits of the brand (e.g. the cushioning technology in the sole of a sneaker). Here, the weighting of the information must be readjusted.
  2. Does the image of the brand have a strong effect on the target audience—but is it also inaccessible?
    The brand inspires fans with its “high standards”—but, as a result, seems inaccessible and not relevant for the everyday life of normal users. Although fans identify with the glamor of the brand, they do not consider it to have any real practical value. In this case, the image must be reviewed along the lines of: “The brand is not only terrific—it also has a real benefit! Especially for you!”

  3. Are there any positive and reliable test reports that convince in a competent way?
    Nowadays, test reports on the net are strong buying impulse generators. Here, it should be checked whether test reports appear reliable, positive, but believably “non-promotional”. Test reports from independent and generally accepted institutes are ideal.

  4. Are fans scared away by the—possibly even too high—price of the offering?
    The fans find the offering too expensive. This requires the message to be readjusted and hurdles to be overcome or purchase impulses to be strengthened by means of promotional weeks, discounts, subscriptions, sweepstakes, etc.

  5. In the event of a purchase, would they accept a competitor's offer? If so: Why is this happening?
    Fans know and admire the brand, but too many imitation products promise the same features. In this case, the only thing that will help is a really great promotional offer or the communication of a benefit that convinces as a unique selling proposition.

  6. Are the contact points of the brand located at the point of interest?
    Many contact points do not automatically stand for many buying impulses. An umbrella can be ever so strongly advertised in the Sahara, it is going to find only few buyers. That's why the following applies online and offline: The content of the contact point must meet the interest of the contact. Motorcycle helmets can only be sold to motorcyclists—for example on racing sites and motorcycle fan pages.

  7. Is the path from contact point to purchase channel too complicated or too long?
    What is true in the supermarket is also highly relevant online: The paths from seeing to grasping to buying must be as short as possible. Usability design is the important keyword here. Clicks, touches and to do's must be realized as clearly, as unmistakably and as quickly as possible.

These 7 questions result in a review of the message and conditioning of information that turns fans and potential customers into actual buyers.

Fans become customers—and then?

You made it. You've turned fans of your brand into buyers. Now what? This is where customer care begins. From now on, give them the feeling of belonging to a select group of customers. Acknowledge the fans, who have become customers, with small benefits, vouchers or even with a club membership that provides them with special offers, insider information and, most importantly, with a discount for their next purchase. Give them the feeling of now being an “insider”—and thus having exclusive rights to their admired brand. That way, they will remain loyal to you in the future, not only as fans, but also as buyers.
TrustedTargeting will be at your side as a competent partner. We analyze what makes your fans tick, where there are possible hurdles on the way to a purchase, and which individual measures will support you in customer generation, acquisition and care.

Get informed now and generate valuable B2B leads in no time with the Trusted Targeting Tool: 1 interface - 5 ad networks - 159 segments. Reach Messe München's high-quality B2B target groups on Facebook, Google & Co. All in one marketing tool and for every expert level.