5 Tips to Help E-Commerce Marketers Capitalize on Brand Evangelism
In traditional marketing loyalty typically goes to purchasers
. But, when it comes to e-commerce and social media marketing, your most valuable customers aren't necessarily the ones whospend the most but rather they may be your greatest word of mouth evangelists. What that means to you is that agood customer should not be identified solely by their purchases but also by their ability toinfluence others to purchase.When a consumer is advocating for you they're not only telling their friends but they are telling everyone who is a part of their social circle. Combine that with the fact that many consumers dismiss or ignore marketing message in favor of information available from resources such as product review sites, message boards, social sites, etc. and you have to ask yourself what the value of an evangelist is to your company.
If you're an e-commerce marketer who wants to capitalize on this highly influential group consider these tips that will help evangelists spread the word as easily as possible:
Keep It Simple. Don't over think or over complicate it. Keep it simple by creating content that's easy to copy and paste so that your evangelists can insert it into their blog, Facebook page, etc. Offer a variety of share buttons as well as the ability to email the information, etc.
Leverage Emotional Equity. There's a strong emotional connection between the evangelist and the brand. What this means to the e-commerce marketer is that when a consumer and brand connect they genuinely want to advocate. The do it out of love and respect for the brand. It's this emotional equity is what's going to help with retention, cross-sell and acquisition.
Content is King. If you[re going to leverage the interactive connections between consumers who are proactively searching for product information andthe brand evangelists who have information they can't wait to share make sure your content is fresh and up-to-date.
Augment Your Social Efforts with Email. When the two are combined you have the greatest chance of garnering the strongest emotional connections; evangelists want to read your email and they want to connect with you via social media and tell their friends about you.
Reward and Recognition: Agood customer should not be identified solely by their purchases so make sure your metrics include recognition and reward of the evangelists ability toinspire and influence others to buy.
TAKEAWAY
True advocacy is defined by a positive product experience. It's this experience that leads to loyalty and love of brand and what inspires and influences evangelists to spread the word for your brand.
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5 Tips to Help E-Commerce Marketers Capitalize on Brand Evangelism
By: Deb Kennedy