Building a loyal customer base for your company can be a little like establishing a fan base for a sports team. In order to have ‘cheerleaders’ and obtain sponsorships you have to have some die-hard fans.

building a loyal customer base

Depending on the business type companies have certain models and strategies in place to attract the right ‘evergreen’ customers. In this article we interviewed business professional, Lauren Riley; Social Media & Marketing Manager for Bubble Jobs UK to get insight on how they’ve managed to obtain a loyal customer base.

1. What is Bubble Jobs UK

LR: Bubble Jobs was launched in April 2011 after MD Adam Butwilowski spotted a gap in the market for an online jobs site specialising in digital roles such as ecommerce, social media and online marketing. Quickly, customers such as QVC, Comet, Betfair, TopShop and Ladbrokes advertised their roles on the site. Bubble Jobs Digital Career Portal was launched in September 2012 as an offshoot of the main jobs board. The portal is aimed specifically at graduate, school leavers and is packed full of useful resources including a career choices quiz and up to date information on digital apprenticeships.

2. How loyal is your customer base? Would you say that you have a strong, big community?

LR: Our customer base is very loyal, especially with customer who don’t always advertise digital roles, but come back to Bubble when these types of roles open up. Our following is measured in two ways: the number of social media followers and the number of visitors to the site. I believe we have a strong, big community as, even though we have large follow numbers on all social media platforms, we also have high engagement rates which prove that our community is active, as well as large.

3. How would you define a loyal customer?

LR: In terms of job seekers, loyalty is when they return to our site at multiple stages throughout their career, whether that is to look for a job, read the blog or use the career portal resources. In terms of customers, loyalty is when they are happy with the quality of candidate applications they received from an advert. So, they advertise again when another digital role comes up.

4. What is your company’s Branding Strategy?

LR: We make sure that all of our branding is friendly, approachable, honest and open. This is replicated across all of our branded material to maintain a consistent voice for the company.

5. What does it mean to be friendly and approachable online?

LR: Being friendly and approachable means that job seekers and customers alike feel able to approach us with any questions they may have about our vacancies or services. We exercise this tactic by ensuring we have a face for our brand on social media, answer any question that is targeted towards us and host a weekly Twitter chat where job seekers can ask questions. An informal and casual tone also makes our audience feel at ease and allows us to be as open as possible with them.

6. How do you attract new followers and grow your audience?

LR: We use social media, PR and SEO marketing to increase our audience and reach out to many people. This can be through articles published on industry websites, reaching out to Twitter users and partnering up with other organisations to increase our reach.

7. What has been your most successful campaign or project in obtaining more customers/followers?

LR: Two of our most successful campaigns include setting up a LinkedIn group dedicated to digital careers and creating a weekly Twitter chat. The LinkedIn group is open to anyone involved in the digital industry, whether they’re looking for a job or are an established professional. The group offers them a community to share content, discuss industry news and tips and debate issues in digital. The engagement in the group allows its visibility to grow and we see a regular weekly increase in members. The weekly Twitter chat (#DigiJobsHour) offers job seekers an opportunity to direct any questions about digital careers towards ourselves for one hour per week. This has been successful as we have seen an increase in Twitter followers when users engage with the chat.

8. How many hits do you receive per month?

LR: Unique users per month: 35,000 Users per month: 110,000 The hits are across all three of our sites – the website, blog and career portal.

9. What makes your company creative, how is your approach different or innovative?

LR: Bubble Jobs offers a unique service to its customers that is not used by any of its rivals – pro-actively targeting, engaging and promoting vacancies to specific audience segments via social media. This is achieved by using in-house social media skills to search for and target both active and passive candidates skilled in a particular field in a certain location. Another successful use of innovation is the Career Portal, which is aimed specifically at graduates and A-level students, offering a huge information resource to those thinking of a career in digital. The Bubble Jobs Blog offers industry insight and career advice to an audience that is made up of job seekers, industry professionals and simply those with an interest in digital. On occasion, we also publish guest blogs from those already working in the industry, which can help provide specialist career guidance and advice to particular job seeker niches.

10. What do you think is your customers’ biggest expectation of your company?

LR: Job seekers want to find digital vacancies with exciting companies on our site, as well as access lots of free resources on how to get a digital job. Customers want to advertise on our site and reach the most relevant candidates possible to fill their digital vacancies.

11. What types of resources do you make available to your following?

LR: We have a dedicated digital industry blog which includes industry news, job seeker advice and employer advice. We also have a Digital Career Portal which offers free digital career guides, education to career path guides, quizzes and videos dedicated to digital careers.

12. How is B2B Communication Different in the Recruitment Industry?

LR: B2B communication is different due to the nature of the industry. Sometimes you will just be planting a seed in a decision maker’s head should they be advertising for a relevant job in the future, so you have to always be on their radar as there is a small window to gain their business when they are advertising jobs.

13. Is it harder to market and advertise a service than a product?

LR: It is, as you have to be more creative and innovative with your approach as it’s not enough to simply post the picture and price of a product and wait for the customers to fly in. Marketing a service takes lots of thought, research, targeting and creativity as you have to make the service as enticing as possible.