With the onslaught of the internet and social media, it’s not so much a one-way line of communication from brands to consumers, but rather a two-way street, in which people have the choice to use the brand and share opinions on it. Those that do become brand ambassadors.
Customers who are constantly returning to use your brand, enjoy talking about your products, and sharing your activity, are what we call brand ambassadors. They are an invaluable marketing tool that is worth looking into.
Brands ambassadors can be tricky to onboard as this relationships is developed through trust, consistency and positive values that align with your consumer. However, with so many new and exciting ways to interact with your audiences, creating loyal and engaging consumers has become a much easier process. Check out these few tips to help you turn customers into loyal brand ambassadors.
1. Give Your Audience A Reason to Actively Engage
Most people are online these days to soak up new information — engage in content filled with opinions, new products and services, good deals and ways to make a change. There is constant sharing, open discussions and worldwide communication, therefore, as a brand, why not use this? Try giving your audience a reason to further engage with your brand past the simple purchase of one product. You could start an Instagram competition, in which people have to post photos of themselves using your product and the best photo wins a prize. Or, you could start a Twitter hashtag for your brand to make it easier for people to distribute as well as access new content related to your company. It could even be an in-person engagement as simple as checking in on Facebook when your customers are at your restaurant or venue, or using your product. If you give your audience a call to action and a specific reason to mention your brand, you’ll be surprised how quickly the talk will start.
2. Use Visuals, Not Just Words
While good written content is important to any campaign strategy, modern technology has allowed for so many other ways to relay a message, some of which can be more effective. Visual storytelling combines the detail and tone of the written word with the power of visuals to illicit an instant emotional response in your audience. Think about it. If you’re reading a sad story about somebody, would you feel the message if you read it yourself or if you could actually watch that person talk about it and see their facial expressions. In fact, according to HubSpot, visual content is 40 times more likely to be shared on social media that any other form of content. SportDOG, for example, created a four minute short story video in an effort to promote their brand. The video included footage of a dog enjoying time with his owner, while the owner’s background voice detailed his love for his dog and personal stories. These few techniques are a high impact method of instantly engaging audiences through an emotional response.
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3. Align Your Brand With A Cause
Why would somebody want to promote a brand that doesn’t align with their values? In order to draw in loyal audiences, it is important that brands know who they are and have a personality that attracts people. Aligning with a charity or an event gives your brand a strong and meaningful background, while also giving audiences a reason to promote and engage with your content. Try choosing something that is directly related with your industry so that you attract the right consumers. Are you a women’s fashion brand? Then maybe aligning with a charity that helps young girls with positive body image could be a good fit. Are you an airline? Then maybe aligning with an organization that helps impoverished communities around the world would be appropriate.
Selling a lot of your product or service is one thing, but turning these consumers into loyal brand ambassadors that are proud of promoting and using your brand can be an invaluable and easy-to-maintain marketing tool. Try these few simple steps to help retain your audience and onboard these ambassadors.
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This article is published by Will Sherwood | The Sherwood Group |Website Design | Graphic Design | Marketing Communications: The Sherwood Group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising, graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our mission is to stir your imagination and leave your competition shaken and wondering, Now what do we do?” We are located in Myrtle Beach, South Carolina.
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