Turn Your Customers into Brand Fans
Is there anything better for you as a marketer than having your customers share their passion for your company or product?
In the content marketing space, we spend a lot of time (maybe too much time) focused on brand awareness. We don’t focus enough energy on using content to turn our customers into advocates or strengthen their evangelism for our brands.Having your customers become cheerleaders for your brand is the mecca of marketing: Your customers not only sell for you, but they communicate in a way far more powerful than any content your brand can create.
Any time you’ve got one of your consumers making the case for you, it’s obviously very credible.
A quick look at the stats
For the first time, we wanted to track the percentage of marketers who consider customer evangelism to be a goal for their content marketing efforts. Sixty-nine percent of B2C marketers and 57% of B2B marketers are focused on evangelism. This is a top goal for 86% of the most effective B2C marketers.
How to start thinking about customer evangelism for your brand
While many marketers cite customer evangelism as a top priority, you may think: “There are so many other things I am working on. Should I really prioritize this?” Or you look at GoPro, Tourism Australia, and Betabrand, and think, “They are really visual brands. It is easy for them to get customers excited and participating in their marketing.”
While some brands have an easier time getting their customers so excited that they want to share and build new products, all brands can and should focus on customer evangelism.
Where do content marketers go from here? As Davis asserts, you may just need to take some time to brainstorm:
We should spend more time trying to get the right message to the audience that already loves us and measure the return on that investment in terms of revenue. How much more did they spend when they engage with our content than someone who doesn’t? I think it’s an easy way to do it. You own them. They subscribe to something. They follow you. They like you. Let’s know what that means to the bottom line.
It’s also important to note that while evangelism implies customers, you can also think about how your subscribers can be better evangelists and share more about your brand.
Here are some questions to ask in the brainstorming session:
1) Who publicly loves our brand? Make a list of people who are passionate about your brand and ask them to get involved.
2) What are the things about our brand that customers love? Ask the previously identified cheerleaders as well as your internal team. What do you offer that no other brand does? When you talk to your customers, what gets them most excited? Why do they want to do business with you instead of someone else?
3) What would you want people to share? Brainstorm on what types of things you want people to talk about more than others. The more specific questions you ask, the better.
4) How can you make it easier for people to share information about what they love? Once you decide what you want customers to share, think about how you can make it easy for them. Is there an obvious social platform on which you can build this community? Or should you have something on your website?
5) How can you delight your brand fans? Remember: You not only want to get, but you need to continue to give. Think about your best customers and also those who are new and may appreciate the unexpected surprise from you.
6) How will you measure success? Like anything, you need to be able to measure what you are creating so you can understand the return on your investment and time. As these people are customers, you should be able to track their involvement with you.