Promoting Customer Loyalty: Lessons from the Steeler Nation

Growing up in Pittsburgh in the 70’s makes me a lifetime member of the Steeler Nation. As a member of this elite group I always know what I am going to get.  Tough defense, solid running game, smash-mouth football at its finest.  My game jerseys represent a brand second to none in sports and one that creates enduring value for the fans as well as the team itself.

I know that the team will keep my loyalty even through a bad season because they will return to the core principles that not only are tried and true but that perfectly reflect the city the team represents.  The Steelers draft players, hire coaches, and make all decisions through the filter of this self-knowledge. 

The Steelers know who they are and do not waver from that identity – and the Steeler Nation knows it and will keep them honest if they ever waiver. 

Does your company know itself this well?  Do you know why your customers become loyal and stay loyal?

Inbound marketing is most successful when this first test is met. 

• Do you know yourself well enough to attract customers who become devoted loyalists to your product and/or service? 
• Do you know why your customers are buying from you or why they are not?  
• Do you know where your company (and you personally) delivers value to your customers at every point of contact and precisely what it is and what it is worth and what it earns your company?
• What value do you communicate through your website and other marketing or do you just talk about features and specifications?
• Are you in contact with your customers or better yet do you hire outside firms to survey your customers to know exactly why they buy from you and what keeps them coming back?
• Are you consistent in your marketing messages or do you chase the shiny thing and bounce from tactic to tactic?
• Are you creating content that enhances the understanding of the problems you solve or are you just talking about yourself and your products?