If you only have a few readers, treat them like the most important people in the world because they are.” – Chris Guillebeau
In the home care industry, creating meaningful connections with your clients is not just about providing care; it's about turning them into your brand superfans. In this guide, we'll learn strategies and practices that can transform satisfied clients into superfans.
Superfans are individuals who exhibit an extraordinary level of enthusiasm, dedication, and passion for a particular brand, team, or organization.
They go above and beyond in their support, often becoming advocates and ambassadors, both directly and indirectly, contributing to the success and promotion of the entity they are fans of.
However, the concept of turning regular clients into superfans isn't exclusive to sports teams or Apple enthusiasts. Any company, including your home care agency, can cultivate this level of passion and dedication among its clients.
Over time there are clients that you and your staff get closer to and you build a solid relationship. They are usually a small percentage of your overall user base but represent a high level of engagement. Here’s how to identify them:
The beauty of having super fans rave about your agency is that they do it for free. They sell your brand willingly and enthusiastically in the form of referrals or word of mouth.
It is hard for others who associate with a superfan to not be overcome with the infectiousness of a superfan’s love of a brand, making it easier for them to also use your services.
Imagine how you feel about your favorite movie. The first time you watched it you were eager to rave about it to anyone willing to listen. When you are passionate about something you find ways to share your delight with others and superfans aren’t an exception.
One study found that 59.3% of loyal customers will refer others to the brands they love. This is a powerful endorsement of your agency and you can take advantage of it by providing ways for your superfans to share their thoughts of your agency with their friends and family members.
One study found that 43% of customers spend more money with companies they’re loyal to. When they trust your brand, and any new services you bring to them, your superfans are more likely to subscribe to it.
They regularly respond to your surveys and give your agency positive feedback are your superfans. Those who regularly respond to your surveys and provide positive feedback are your agency's superfans. Their input is invaluable in ensuring that you continue to deliver exceptional care and support to your clients.
You might have clients that everyone knows by their first name. A friendly voice that calls to say hi to the staff or to talk about his day, some show their affection by giving your caregiver gifts once in a while.
You can easily find your enthusiastic fans by going to your social media pages. When a client loves your home care agency, they will follow you on social media to connect with your company further.
Take note of the clients who take any of these actions on social media. They have made it known to you by taking these actions that they love your brand. It’s now on you to take them from regular clients to superfan clients.
Those ones that frequently open your emails are ripe for the picking to become superfans in business. Some email marketing software companies like Mailchimp make it easy for you to spot your superfan clients by giving a star rating to subscribers so you can easily find them.
Some agencies are slow to deploy a social marketing strategy thinking that their audience isn’t on social media.
This is a myth, according to a poll, older Americans are the fastest-growing group to use Facebook. The poll of 1,509 U.S. adults found that 52 percent of people ages 50 to 64 have Facebook pages, an 18 percentage point increase since 2011.
Similarly, Facebook use among people 65 and older has risen from 18 percent to 32 percent, a 14 percentage point jump.
The point is that they are online and they are engaging with other brands. Don’t get left out! Make sure you reply to every comment!
If you want to turn your clients into superfans you need to be engaging and interacting with them on all the platforms they exist in.
To find clients who mention your home care agency online there are tools that you can use to track any mentions.
Websites like iconosquare.com, mention.com, and brand24.com, are some of the companies that monitor your online presence and send you notifications anytime you are mentioned on social media platforms.
During these searches, you might come across one or several people who continue positively mentioning your brand. These are your superfans. After finding them, it’s a good idea to like and share their superfan posts.
Also, make sure you send them a message letting them know how much your company appreciates their fandom.
Simply liking or commenting on a few posts once in a while doesn’t work. It has to be consistent, strategic, and meaningful.
All comments made about your company both good and bad should be replied to in a timely manner. Imagine sending out a comment about a company and it takes them weeks to notice and respond to it.
Agencies spend a considerable amount annually to market their services. User-generated content doesn’t cost you much and the benefits are noteworthy.
This type of content doesn’t come from your agency or your contracted marketers, this comes from your clients who love your agency and want to share it with the world.
To encourage clients to create content and boost your online presence, follow these steps:
Encourage clients to create UGC by raising awareness and using campaign-specific hashtags.
Show appreciation to clients who leave positive reviews by sending them agency-branded swag for social media sharing.
Solicit reviews, testimonials, and social media posts from clients.
Enhance online presence with client and staff interviews in a blog or video series.
Rewarding your superfan clients enables them to keep on engaging with your agency.
Create a rewards program offering points to your clients. Many companies have succeeded in this endeavor. Restaurants give points to their customers who frequent their establishments. Airlines also do the same.
Using these numbers you reward your highest engaged clients with a reward. It could be a $100 gift certificate to Target, a spa day, or a Visa card with your company logo on it.
One of the most beneficial things a home care agency can do to increase client loyalty is to create brand ambassadors in the form of superfans. Some of the best ways to achieve this goal include focusing on client interaction, creating a sense of community, and providing superior customer service.
In the home care industry, turning satisfied customers into brand superfans is essential. Identifying superfans is crucial—they enthusiastically promote your brand, share it with others, and invest in your services.
Nurture superfans through engagement, user-generated content, and rewards. Building a sense of community and providing excellent customer service further solidifies client loyalty and creates valuable brand ambassadors for your home care agency.