Today, content is a major part of marketing. How do you continually provide new, interesting content, though? Well, in a way, you don’t – you get your loyal customers to do it for you. Read on to find out how.
First Things First: Find the Advocates
Ask your customers the following question: On a scale of one to 10, how likely are you to recommend our products or services to friends or co-workers? Anybody who responds with either a nine or 10 is a brand advocate – they like your company so much that they’ll talk about it with the people in their lives. Ask this question everywhere you can – on your website and blog, via e-mail and newsletter blasts, on social media, through mobile devices, etc.
Turn Your Advocates Into Content Creators
When it comes to brand advocates, they’ll spread the word about your product or service without perks or incentives – that’s how much they like you. Make it easy for your advocates to create content by giving them helpful online tools. For example, e-mail them a link to where they can leave a review or testimonial, include links to your social media accounts in all e-mail correspondence, and give them shareable content, like videos and photos. Some companies will even e-mail customers marketing “packets” with branded hashtags and promotional images to share – the company only has to create this material once and the brand advocates do the work of sharing it over and over.
Share the Advocates’ Content
Now that your brand advocates have posted on your behalf, it’s time to give a little bit back. Share their social media posts and feature their testimonials on your website. (Keep in mind that you’ll have to setup a system for tracking advocates to stay on top of what they’re doing with your branding.) Any customer who loves your brand will get a kick out of seeing their name in the spotlight. Plus, when other customers see that advocates get some attention, they’ll want to promote your brand as well.
Remember, before you can turn customers into brand advocates, you have to have happy customers! Whether that means providing top notch technical support, being available for questions around-the-clock, responding individually to negative feedback, or whatever’s important for your specific business, make customer service a priority.