How does Evangelism Marketing work?
Evangelism Marketing is a marketing strategy in which your loyal customers do the bidding for you. What you need before that is brand evangelism. Turning your customers into loyalists can be challenging. Which is why marketing leaders took some time to decode the psyche of the average consumer and came up with principles that would help you secure an impeccable brand image.
Which factors affect brand loyalty?
Trust: If your customers trust you, they are more likely to recommend you. This is because, when people recommend your product, they are putting their reputation on the line as well.
Value: Before buying a product, customers will ask themselves, “What’s in it for me?” If you can answer this question, and you’re on your way up to convince the customer. It should be clear to your target audience how your product will benefit them.
Satisfaction: At the end of the day, what’s important is that the end user has had an overall great experience with your product. Satisfied customers will come back for more.
Now, there are clearly defined ways using which you can earn brand evangelists.
Establish your brand
Establish who you are, and what it is that you want to do. Creating a brand identity means conducting a SWOT (Strength, Weakness, Opportunities, Threats) analysis, creating mission and vision statements, and formulating a unique selling proposition. Two of the biggest instances would be of Nokia and Apple.
Build your brand internally
You don’t always have to start with the customer. Start from within. Tell your story to the team. Educate them about your mission and vision statements so they’ll know what you are trying to establish in the marketplace. A little bit of trust goes a long way.
Turn your employees into brand evangelists
Sell your brand from the inside. Turn your employees into believers, and make them feel empowered. After all, these very employees are the first line of contact for your customers. As brand evangelists, they will incorporate your mission and vision as their own.
Develop consistent brand messages and experiences
Be consistent with the delivery of your message, especially if you are using multiple platforms to engage with your target market. Utilize sensory marketing and make sure that your brand appeals to all the senses. Small details such as a visually appealing storefront display, an engaging website banner, will do great wonders for your brand.
Keep the perceptions close to reality
Your marketing efforts shouldn’t exaggerate, or over promise, on what you can actually deliver. Know how your brand is being perceived by the public, and manage these perceptions by making sure you deliver on your promises.
Deliver on your brand promise and experience
Your brand message should be aligned with your customer’s actual experience with your product. If your brand successfully builds loyalty with customers, you can eventually create the epitome of a loyal customer; a brand evangelist.
Provide outstanding customer service
Take customer feedback to heart and use it to improve your product. If a previously disappointed customer is happy with the service you provided, he or she will be eager to spread the word around on how you managed a complaint. This would keep your brand’s perception real.
Interact in social media
Engage with your customers on various social media platforms, not only to sell your product but also to increase your reach and provide customer service. Share user-generated content — not only is this cost-effective, but it also makes your target audience feel appreciated.
Make your content easy to share
Content marketing is another tool you should use. Whatever form of content you use — be it a blog post, an infographic, an explainer video, a white paper, or an ebook — make it accessible to your target audience. And don’t forget to make it easy for them to share it to others, too, by customizing social media buttons on your site.
Evangelism Marketing is possibly one of the greatest marketing strategies due to its cost effective factor. Once you have brand loyalty, you may no longer have to convince customers to buy in to your product; although you do need to remind them from time to time that they are making the right choice of sticking by you. The concept of evangelism marketing should be present in all companies that want to do a lot more than just sell.