When looking to build and maintain brand loyalty, a well-crafted owned media strategy is one of the most powerful tools at your disposal. By consistently delivering valuable content across your owned channels, you can foster deep connections with your audience and drive customer loyalty.
Your content doesn’t necessarily need to be entirely sales-focused, either. According to Forbes, consumers are 131% more likely to buy from a brand after consuming educational content from them. Owned media gives brands the opportunity to show new sides to themselves that resonate with customers, using their existing channels.
What is Owned Media?
Owned media refers to the channels that a brand controls entirely: your website, blog, email newsletters, and social media profiles. Unlike paid or earned media, for instance, owned media allows you complete control over the content, timing, and messaging. Implementing a robust owned media strategy enables you to directly communicate with your audience, offering consistent and valuable content tailored to their needs and preferences.
What are the Benefits of an Owned Media Strategy?
Owned media channels provide the perfect platform for delivering value-driven content that educates, entertains, or solves problems for your audience. By understanding their pain points and interests, you can create content that resonates deeply, fostering customer loyalty.
One of the primary benefits of owned media is the ability to maintain consistency in messaging, tone, and content delivery. When your audience knows what to expect from your brand, they are more likely to engage and remain loyal. Regularly updating your website with insightful articles, maintaining a steady posting schedule on social media, and sending out newsletters with relevant information all contribute to a cohesive brand experience.
Another strength of owned media channels is that they enable direct engagement with your audience. Responding to comments on social media and encouraging user-generated content allows your business to show that you value your audience’s input. This two-way conversation helps build strong customer relationships and fosters a sense of community around your brand.
How Can a Brand Make Owned Media Work for Them?
1. Personalization
Personalized content makes customers feel valued, enhancing their loyalty to your brand. Research from McKinsey found that 71% of consumers expect personalization from brand interactions, while 76% get frustrated by a lack of it.
Utilize the data you gather from your owned media channels to personalize your communications. Segment your email lists based on customer behavior and preferences, tailor your blog content to address specific audience needs, and use social media analytics to understand what types of posts resonate most with your followers.
2. Storytelling
People connect with stories, not just products. Storytelling humanizes your brand and helps build an emotional connection with your audience. A study by The Brand Shop found that 68% of consumers say brands’ stories influence their purchasing decisions. Use your owned media to tell the story of your brand, your mission, and the people behind it. Share customer success stories, highlight your team’s expertise, and showcase your brand’s journey.
3. Community Building
A strong community fosters a sense of belonging, making your audience more likely to stay loyal to your brand. Create a sense of community around your brand through social media groups, forums on your website, or regular virtual events. In doing so, brands are also able to harness customers as brand ambassadors, with 71% of customers likely to promote a brand based on their emotional connection to it. By leveraging owned media to build an engaged community of customers, your brand can nurture that connection into repeat visits and greater return.
Leveraging Data-Driven Insights for Owned Media Value
Data is a critical component of any owned media strategy. By leveraging data-driven insights, you can refine your content and marketing strategies to better meet your audience’s needs.
Analyzing how your audience interacts with your owned media helps you understand their behavior and ensure that your strategy is continually evolving. By regularly reviewing your analytics, you can identify trends and adjust your strategy accordingly.
Whether it’s tweaking your posting schedule, experimenting with different content formats, or refining your messaging, using data to guide your decisions will help you stay ahead of the curve and maintain a loyal customer base.
And now, thanks to our new Owned Media feature on the Digivizer platform, you can break free from social media silos and transform your owned media strategy to build brand loyalty like never before.
Building brand loyalty through an owned media strategy requires a consistent, value-driven approach and a deep understanding of your audience. By leveraging the power of owned media and using data-driven insights, you can create meaningful connections with your audience, foster strong customer relationships, and ultimately drive long-lasting customer loyalty. When you embrace the potential of your owned channels, you will watch your brand loyalty soar.
To learn more about how you can leverage owned media to grow your business, get in touch with Digivizer.
