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Over the past month, three different publishers have asked me questions pertaining to loyalty. How do we get loyal readers, how do we encourage loyal behavior, and how do we measure loyalty? It's a fascinating and important set of questions.
So, in this article, we are going to talk about loyalty. You will discover that the need for loyalty varies greatly from one brand or publication to another, and you will learn that loyalty is only part of the equation. For some it's absolutely critical, while for others it is not.
Most importantly, in the second half of this article, I will give you a number of examples of how different types of publication need to focus on either scale (no loyalty) or momentum (high-loyalty).
Sound good?
Before we start, I want to illustrate that there is a very simple way to determine how loyal your audience is. It requires no fancy measurements and it's pretty much spot on every time.
However, before I tell you what this is, I want to stress that you SHOULD NOT do this. I do not recommend this action in any way or form, because it will likely cause a tremendous amount of damage to your business.
Don't do this! Okay?
But, if you want to know exactly how loyal your audience is, what you do is tell them to convert again, from scratch.
For instance, imagine that you have a Facebook page with 100,000 likes. You would then create a new Facebook page and then tell your old fans to like that page instead. You also tell them that you are going to close your old page in two weeks' time.
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Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
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