Why is brand loyalty so important in the LGBT community?

  1. Jill Andrews
  2. January 24, 2017 9:44 am

Why is brand loyalty so important in the LGBT community?
Why is brand loyalty so important in the LGBT community?

Brand loyalty can make or break a business. It’s what someone thinks about when they see your logo, your reputation when they hear your name and it can even be a customer’s association with you when they purchase your products. With such an emphasis on your brand, it’s imperative that it’s 100 percent on point.

Online brands get most of their exposure through social media channels and search engines. After all, that’s where approximately 99 percent of people begin and end their day. What does this mean? In a nutshell, you should spend your the majority of your branding efforts in these areas as well.

In the advertising and marketing world, a consumer’s commitment to repurchase or otherwise continue to use your brand is demonstrated by repeated purchase of your product or service, or positive reinforcement such as word of mouth advocacy. But brand loyalty is much more than simply repurchasing a brand’s product. Customers repurchase for a variety of reasons including lack of viable alternatives, out of convenience or situational constraints. This type of loyalty is known as “spurious loyalty.” Brand loyalty at its finest exists when your customers hold your brand in high regard, which is then demonstrated by their repurchase behavior.

LGBT Community and Brands: The Facts

Within the LGBT community, brand recognition and association is both extraordinarily beneficial to businesses and empowering to consumers. Take a look at the statistics below, which come from Community Marketing Inc. & Harris Interactive.

  • Approximately 55 percent will do business with a company that is dedicated to equality of the LGBT community.
  • The percentage of LGBT adults who said they would pay top dollar for a product that supports the LGBT is 70 percent.
  • An astonishing 78 percent of LGBT adults, friends and relatives said they would happily switch to a brand that is known to support the LGBT community.

Take a minute and think about those figures. How could they translate into a higher ROI for you? The percentages speak for themselves. Successfully marketing to the LGBT community is all about being real.

By being authentic, genuine and making sure your priorities are in check, you can open many doors of opportunity within the LGBT community.

Make Social Media Your Playground

With billions of users worldwide, making your mark on social media platforms is a must. Marketing to the LGBT community has never been easier than it is today. With so many online LGBT-friendly niches, becoming part of the community should be a breeze.

Outward solicitation is a no-no, and if you aren’t genuine, it will shine through. Remember that you are your brand. If you don’t stand behind your marketing efforts, it will become painfully obvious. You need to do your research to find out where your target audience hangs out most of the time. Whether it’s on Twitter or Instagram, focus your efforts in that direction. It makes no sense to market on a platform where your target audience rarely goes.

As with any marketing strategy, consumers want to be part of the conversation. They want to know that their opinions are important. Make them part of your brand. Their insight can go a long way to “brand” your brand.