Marketing has reached its peak with the development of social media as it brings customers closer to business and the products they offer. Photo content helps to keep a certain level of interest and engagement, making sure the customers are always aware of the changes. However, a real game-changer is video content, as it creates the illusion of talking in person, addressing every client individually.
Marketing departments developed numerous ways to engage new customers and extend the area of their influence; however, what they don’t do is develop a “retaining” strategy, to keep their recurring audience. According to research, returning customers spend 67% more than new customers. Thus, it’s important to focus on both ways - attracting new customers and maintaining the interest of loyal clients, turning them into brand evangelists.
Brand evangelists are your loyal clients who spread the word about you everywhere they can. They write positive reviews online and persuade their friends to choose your brand; in the nutshell, they do your marketing job, however, voluntarily and without any specific strategy, and it’s worth admitting that their influence sometimes wins over the marketing checklist of actions.
Creating brand evangelists is time-consuming, it requires your dedication to the brand, transparent communication, top-notch quality of the product, and regular content.
How to create a brand evangelist?
1. Regular content and communication
If there is no regular content, your clients can take it as a loss of interest in them and a disrespectful attitude to clients on the whole. To avoid such feelings, maintain a proper communication level. Nowadays, the most impactful form of spreading the message is a video. Welcome or thank you videos don’t have any informational load, however, they keep the audience attached, as it’s a sign of attention.
Unlike informational videos, which require a specific script, shooting, and durable post-processing, “attention-holders” are short and you can quickly edit video online using a basic toolkit and share it with the audience.
Besides, the style of such content should be slightly informal, which reminds one of friendly talks, comfortable and cozy.
2. Top-notch quality of the product
Quality must always be beyond reproach. Some businesses become less interested in quality after they reach a certain number of clients. However, that’s a straightforward way to lose the trust of the clients. Imagine what disappointment awaits the person who recommended the product, which didn’t live up to its claims.
In case there are some issues, put in all the efforts to resolve them as soon as possible, benefiting the client’s side.
3. Start a social campaign
Sometimes you may seem to have no ideas for regular posts, it happens. In the moment of despair turn your attention to a social initiative with a certain hashtag and presents for active participants. The presents should be valuable and of high quality. When the audience starts participating, you will get the number of organic reaches growing higher than ever. People love to feel that they take part in something meaningful, and socially beneficial. Thus, if you create a charitable challenge or promotion, you can expect more customers, more engagement, and a higher level of appreciation.
Besides, it will positively influence the image of your brand, as it is a clear sign that you care not only about money, but aim to make this world a better place.
4. Be generous with praise.
Be thankful to your clients and appreciative of their activities. It takes little time and effort to make a tiny "thank you "video, for participation, active involvement in sales, active commenting, etc. It may seem useless, however, it's highly appreciated by the clients, as it's just another way to keep them attached.
5. Loyalty program and special offers
Create a real loyalty program, the one that works. Not just a regular 1% bonus, presenting it as something extraordinary, let's be honest, such offers have no value. It's better to make some really worthy discounts because it will result in more friends being brought in.
It's worse dedicating some video congratulations for the most dedicated clients if you have the birthday data of the users. Create special offers for non-specific days, making them special for your clients.
The bottom line
Having a group of brand evangelists is really helpful for the promotion of your brand, as social networks can help you establish a certain level of brand awareness, however, word-of-mouth marketing will help to keep it growing as people would rather believe a neighbor or a friend, than just an advertisement online.
The key to creating brand evangelists is communication. The more time you dedicate to it, the better impression you leave, and the more chances you have to create a group of loyal evangelist clients. Use video as the main way of communication, talk to the audience, encourage them to share their thoughts, and be active participants in creating the lifeline of your brand.