How To Convert Customers Into Brand Evangelists
An effective holistic marketing and branding strategy should include how to convert customers into brand evangelists. Your customers buy your products or services, but your brand evangelists go on preaching about what they've bought.
These highly satisfied clients, who just can’t wait to sing your praises to the top of the mountains, are what we mean when we say brand evangelists. These people go beyond the “customer” role of just buying your product or services.
They make sure that everyone else they know knows that your product or service is simply the best! The beauty of the whole experience is that it doesn't come at your expense.
Use these tips to boost your brand loyalty, or convert customers into brand evangelists.
Your Customer Feedback And Service Are Gold Mines For Your Potential Evangelists
Responsive engagement with your customers is the best way to ensure that some of your customers will become your brand evangelist.
Customer feedback is essential in learning what your target audience sees as the best and the worst aspects of your products or services. They will tell you why your product is better than your competition.
Additionally, they will even suggest what you need to do in order to make your products or services better than the rest of your competition using social media marketing or other marketing and branding strategies.
Taking this feedback to heart and doing something with it will show your customers that you care about them, and their needs. In a study done by McKinsey and Company, they found that 70% of purchase experiences are based on how your customer feels that they are being treated.
If they feel that you actually do something with their feedback, they will be eager to spread those fuzzy good feelings about your products or services with everyone they know! This is especially true in situations where you have provided a solution to a customer who is not really happy with the solution.
Remember that customers who have nothing but amazing things to say about your product are probably already your brand evangelists. Customers with problems, or concerns, provide huge opportunities for conversion to brand evangelism if you can calm their fears quickly, effectively and brilliantly.
Doing this will certainly help them choose your brand over your competition.
Your Brand Vs. Their Brand
"How dare you settle for less when the world has made it so easy for you to be remarkable?" Seth Godin
Brand evangelists will only become so if they feel that they are using the crème de la crème of products! Always remember to include in your market research what people are saying about your competitors.
This is becoming easier and easier in today’s highly digitalized world and the presence of Social Media networks, like Facebook and Twitter.
These tools are excellent in studying the most common reasons why people choose another product over your product. This vital information can be used in skyrocketing your business to success.
Once you’ve implemented the changes based on your customer feedback, put it to an excellent use. Promote it on all your social media channels.
Social Media Is Part Of Your Marketing Funnel, Give Them Something To Fill It
"When all things are equal people buy price! When all things aren't equal people buy value." - Peter Ramsden
In order to get your customers talking about your products or services, and then preaching about them as a brand evangelist, first, you have to give them something to talk about.
The product or service has to be a really "WOW" one! Then the story about the product or service has to be useful, relevant, compelling and really 'juicy'.
No one is going to be your brand evangelist if they think your company, products or services are unnecessary and unreliable. They won't brag about you if your products or services are close to your competition. What is there to talk about?
You must be unique, innovative, and show that you are different!
"Let your originality – your specialness, your brand personality – come through in your online content." - Ann Handley & C.C. Chapman, Authors, 'Content Rule's
There are many ways to show that you're unique.
The most brilliant strategy is to make yourself available in a way that is not intrusive through social media marketing engagements.
This is especially true in cases of complaints on social media.
A study from Maritz and Evolve24 found that 83% of the customers who complained, but received a reply liked or loved the fact that the company took the time to respond.
The more you interact positively with your customers on social media, the better chances you have that their friends or followers will get involved in the discussion.
According to a study done by Hubspot, 71% of people are more likely to purchase something based on social media referrals. And the study done by Sprout-Social says that 74% of consumers rely on social networks to guide their purchase decisions.
If you can get their friends and followers involved in the discussion, you can make your original contact a brand evangelist because their friends are there, too!
Branded companies and enterprises in the digital world are rewarded for convenience.
If you want people to share your content, break in down for them in 'corn bread language' and make it exceedingly easy to share.
Sharing can be in the form of a “Share to Social Media” button on your marketing and branding campaigns including tutorials, articles, or email blasts. As you craft and push out tons of marketing and branding campaign content, make sure that you make it easy enough for them to share your information.
Your well written content, whether in the form of text, videos or images, will be shared with their entire contact list.
In our digital world, we have created the unbelievable expectation that all the things on the Internet should be easy. They should be 'easy' to find, 'easy' to read, and 'easy' to share
That is why it becomes very important to create a website that is so easy that you customers don't have to 'think' in order to find out what they are looking for.
The flip side of the coin is that if your website is created in a way that frustrates your prospects, they will go to your competition.
Simplifying processes like signing up, learning about you and your product, and getting help can have a huge impact on customers becoming brand evangelists, purely because of the convenience factor!
Your customers and clients appreciate a company that provides them with 100% seamless, quick and easy service.
Never Forget That Happy Employees Make Customers Into Brand Evangelists
In any business or enterprise, the employees are the core of the business. They are the ones who engage with the customers on a daily basis.
That means that they have a huge impact on the level of satisfaction that your customers will have with your products or services. Therefore, the happiness of your employees should always be one of the top priorities of any brilliant business plan.
Happy employees can turn unhappy customer into a raving fan! Brand evangelism is nurtured out of the feeling that a company listens and cares about you.
The feeling of being thought of is what will cause your customers to go out their ways in order to tell their friends how awesome your products or services are. This can be boosted by a simple positive interaction with your employees.
You see, this also ties back into the study by McKinsey that we mentioned earlier. People buy products when their emotional feelings are triggered positively.
The feelings of an unhappy employee are communicated to the prospects or customers during engagements. Happy employees, improve the bottom line.
Remember That Brand Evangelists Have High ROI
"Marketing today is much more like sailing than driving. Your boat is the brand.
If you point your boat in the right direction, follow the winds/currents, and steer, you will get the boat to go where you want it. Marketers should become the wind, but accept that they're at the mercy of the currents and weather." - Steve Rubel Chief Content Strategist, Edelman
It used to be said that you ' had to spend money to make money'. Well, with brand evangelists, you don't have to spend money on them for them to spread the good news about you and your services.
If you "wow" them with your products or services, you get die hard raving fans!
Since your raving fans are on multiple social media channels, they are eager to share your content across these multiple platforms. As they do, they create a very effective and potent of word of mouth marketing.
According to the study by Zuberance, this word of mouth marketing has the potential to skyrocket your return on your investment. It has been proven that this strategy is at least ten times more cost-effective than your traditional marketing campaign strategies.
Not only do brand evangelists help lower your costs by acquiring new customers for you, but they also lower the cost of that customer acquisition by up to 50%.
Brand evangelism strategy is a brilliant and a most cost effective marketing process that turns customers and employees into raving fan. It is achieved by creating a "wow" product or service that is delivered by "wow" employees.
It will save your company tons of money, while generating sincere relationships within your business community.
It is certain to boost your social status, both online and offline. Starting a brand evangelist marketing program is inexpensive, and the returns are enormous. This is not something you want to put on the back burner!
If you're ready to use our services in turning your customers into your own raving fans, yes, brand evangelists, please let us know.
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