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How To Inspire Brand Evangelism In Your Business

Several tactics that can help foster brand enthusiasm and evangelism even without a currently loyal customer base.

Increasing your brand’s visibility is always useful. That’s why most businesses have a robust marketing and advertising budget. Spending significant money on placing ads for your brand, promoting your best content, and taking advantage of social media platforms can all improve brand familiarity, drive more traffic, and ultimately generate more revenue.

Brand visibility is even more beneficial if you don’t have to directly pay for it. But what strategies are capable of giving you free advertising?

One of your best options is brand evangelism.

What Is Brand Evangelism?

Brand evangelism occurs when one of your customers becomes so loyal and so enthusiastic about your brand that they’re willing to advertise it for free, so to speak. They mention your brand on social media, they recommend your brand to friends and followers, they continue buying your products and showing them off, and they regularly engage with your brand directly.

For the most part, brand evangelism is a direct byproduct of brand loyalty. When someone falls in love with your brand, and they remain committed to supporting it, evangelical actions naturally emerge. However, as we will see, there are several tactics that can help you foster brand enthusiasm and evangelism even without a currently loyal customer base.

Measuring and Improving Brand Loyalty

Your best strategy for improving brand evangelism is improving brand loyalty. And the first step of improving brand loyalty is figuring out how to measure brand loyalty. There are several ways to do this. For example, Net Promoter Score (NPS) is a common metric used to evaluate a customer’s likelihood of recommending your brand to another person. Through the use of surveys and other measurement tools, you can evaluate NPS and track how it changes as you add new strategies to boost customer loyalty.

Why Brand Evangelism Is Hard to Achieve

Of course, boosting customer loyalty with things like better prices, more customer support, and more interactions may not be enough to get you the brand evangelism results you want. To achieve brand evangelism, it’s not enough to have happy customers; you need customers that are enthusiastically happy. Crossing that threshold can be incredibly difficult.

On top of that, some people are simply not naturally inclined to talk about brands with their friends or on social media. Only certain personality types have the potential to become true brand evangelists.

Strategies to Inspire Brand Evangelism

So what strategies can you use to directly inspire more brand evangelism?

·       Consistently provide excellent experiences. The most important strategy is to consistently provide excellent experiences. Make your products as high quality and as satisfying as possible, provide services to the best of your ability, and when necessary, provide customer support to resolve issues quickly and in a way that favors the customer. Do this consistently enough, and it’s only a matter of time before more of your customers become loyalists. If you get a little lucky, at least some people will begin evangelizing your brand at this stage.

·       Use freebies and gifts as fun surprises. Most people don’t go out of their way to talk about mildly positive experiences. Instead, they only start talking if they have an exceptionally or surprisingly positive experience. That’s why it’s a good idea to include extras, freebies, and small gifts with customer orders to add a pleasant surprise to their experience.

·       Get active on social media. If you’re not already active on social media, consider starting a campaign. Attracting new followers, consistently posting, and interacting with your existing fans are some of the best ways to improve brand visibility and encourage more people to talk about your brand online.

·       Create brand communities. Consider taking things a step further by creating brand communities. These are brand-centric, social media-like forums where your fans and followers can interact with each other and with the brand directly. For example, you might establish an online community where people can share their experiences with your brand and trade ideas for how to use your products better.

·       Encourage and reward user generated content. In line with this, you can encourage and reward user generated content. When people write posts, post photos, make videos, or even mention your brand on social media, go out of your way to acknowledge it. It may also be a good idea to host contests, complete with rewards, to encourage more people to create content relevant to your brand.

·       Give rewards for your most loyal followers. It’s not hard to put together a basic customer loyalty program. These programs have a dramatic impact on customer loyalty, encouraging customers to shop with your brand (and your brand alone) for all their needs. If the rewards are attractive, it’s also a great way to get people talking about your brand.

Brand evangelism can be challenging to achieve, especially if you’re already struggling with customer loyalty or if your target audience isn’t naturally suited to evangelizing brands. However, with the right combination of strategies, you should at least be able to get more mentions for your brand on social media and improve your brand’s visibility and reputation.

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