building loyal audiences
TRANSCRIPT
Strategically Building & Maintaining Your
Audience
@GreenleafBookGr @JackieHuba #ideasthrive
With Special Guest Jackie Huba
JACKIE HUBA Bestselling Author, Speaker, and !Customer Loyalty Expert!
WELCOME
ASHLEY JONES Director of Marketing!Greenleaf Book Group!
WELCOME
@GreenleafBookGr and @JackieHuba #ideasthrive
TWEET YOUR COMMENTS
Are excited buyers for new products & services
Provide word of mouth marketing support
Act as a test market for new ideas
Have passion & excitement for your
brand
The Value of a Loyal Audience Loyal Audiences..
VISION & MOTIVATION
Tweet @GreenleafBookGr @JackieHuba #ideasthrive
Audience Definition Who COULD be part of your audience?
Who IS MOST LIKELY be part of your audience?
Who LOVES what you do?
Get To Know Them !
VISION & MOTIVATION
How do you learn more about your audience? Tweet @GreenleafBookGr #ideasthrive
Research Tools Census Data!
Secondary Research!Paid Market Research!
Free Surveys!In-Person Interviews!
VISION & MOTIVATION
Starting the Conversation
Satisfaction
Retention
Referrals
Evangelism
Ownership
Source: “Loyalty Ladder,” Jackie Huba, Ben McConnell
A customer evangelist not only purchases from you regularly, but
feels compelled to tell others
Customer evangelism:
Customer evangelists: Ø Passionately recommend your company to friends and colleagues Ø Believe in the company and its people
Ø Purchase your products and services as gifts Ø Provide unsolicited praise or suggestions of improvement
Ø Forgive occasional sub-par quality or dips in customer service
Ø Do not want to be bought; they extol your virtues freely Ø Want to feel part of something bigger than themselves
values Lead with
It’s not what you sell.
It’s what you
stand for.
Source: Millward Brown Optimor
Companies that lead with values outperform the market
“We are a catalyst in a
happy, healthy home
revolution.” -- Eric Ryan & Adam Lowry,
Method co-founders
values? How do you showcase your
join Invite them to
join? Do you give
your audience something to
talk about Give them something to
4.7% generate 100% of social
referrals Source: EngageSciences
Pic of Fame
“[Gaga] was really behind the most important innovation in the
fragrance industry in the last 20 years.”
- Yael Tuil, Coty
talk about? What do you give your audience
Building a loyal audience
Generate something to talk about
Lead with values Invite them to join
@GreenleafBookGr and @JackieHuba #ideasthrive
QUESTIONS AND COMMENTS?
JACKIE HUBA STAY CONNECTED
@jackiehuba ONLINE
jackiehuba.com FACEBOOK
facebook.com/JackieHubaAuthor
VISION & MOTIVATION
Learn More Follow us on Twitter @GreenleafBookGr!
!Find this webinar and others on YouTube !
or at Greenleafbookgroup.com!!
Email questions to [email protected]!!!
VISION & MOTIVATION
Join Us Next Month
!Next Month’s Topic: !
How Authors Can Drive Book Sales!!