by Jon Mowat
One of the best ways to promote what you do is to get your customers shouting about it. Word-of-mouth advertising is invaluable, so creating campaigns that will naturally encourage an army of brand advocates is a worthy investment, especially as it means you’ll be even more likely to retain them at the checkout — double win.
There’s a difference between brand advocates and influencers, however, as this infographic shows.
Advocates are your customers and they’re a valuable tool when it comes to spreading the word about what you do.
To reel people in, you need to ‘wow’ them with beautiful graphics, videos and a whole heap of engaging content that will pique interest and generate excitement.
Your brand values are crucial because they’re what people will fall in love with. There’s no use building a relationship with your customers if you can’t keep your branding consistent. If your brand image is strong, you’ll be immediately recognizable and this will bring in new customers, while helping to retain existing ones.
You want to shows customers that you’re on their side, producing valuable content that they’ll really appreciate. You could produce instructional videos to help customers get to know the benefits of your new product, or simply welcome them to your company, thanking them for their custom.
Please excuse the flagrant self-promotion, but if you take a peek at our showreel you’ll see how we use design-led video to capture and engage customers.
Our video marketing white paper also provides more information on how to get the most out of the content you produce.
As you build on these relationships, you’ll need to keep people excited about what you’re doing and ensure they still feel included in future campaigns.
Exceptional customer service will keep your army loyal for a long time and if you go above and beyond for them, they’re bound to sing your praises to anyone who asks.
If you offer customer service via social media then you need to take a direct but human approach. If a customer has a problem that’s fixed through excellent service (quick replies, a friendly manner and a genuine will to help), they’re likely to become all the more loyal.
Who does it well and why?
There are plenty of companies who are building brand advocates. Apple is the first to come to mind as so many people try the tech giant’s products and never divert – “Once you’ve had Mac, you don’t go back,” as they say. Much of this is down to the fact that they release consistently good products that are easy to use, and improve on previous models.
Innovation is key to Apple’s success and this is why they have an army of loyal supporters on edge no matter what they do, be it a product launch or promotional video.
Starbucks has a more social approach to brand advocacy and includes its customers in the development of new drinks with MyStarbucksIdea.com, where people can suggest new drinks and comment on existing ones.
Building an army of brand advocates is about listening to your customers and giving them what they need. In return you’ll have a sizeable group of loyal people willing to shout from the rooftops about how great you are.
Jon Mowat is a former BBC documentary filmmaker, and is now Managing Director of Hurricane Media, a video marketing company based in Bristol. Stay updated with Jon’s latest work on Twitter @HurricaneMedia.
In this approachable, easy-to-use guide, author Carolina Rogoll illustrates the star brand model of building, managing and marketing any brand. She teaches a step-by-step, easy-to-understand process for assessing a brand’s unique challenge, defining the brand’s equity and target, crafting a solid brand growth strategy, and measuring success once the brand is in the marketplace.