When you look at social media campaigns nowadays, there’s one element that you really can’t get around: influencers.
It’s seems like a good option; they have a great amount of followers, lots of engagement and people tend to trust them. A study has shown that 40% of the people who were questioned during the survey purchased an item after seeing an influencer post about it, which is a lot!
But last year we talked about micro-influencers, which is a fantastic option if you want to stay away of that expensive price tag that hangs around the big names in the influencer world and for lots of other reasons. Although they dedicate their entire account to one specific subject (that might fit yours), it’s not always the perfect answer. And that’s why we need brand advocates.
Influencers, ambassadors, advocates,… What’s in a name? Well, quite a lot because there’s a big difference between the three of them. Influencers are the well-known names on Instagram with millions of followers. Kind of like the celebrities of social media. Ambassadors are in for a long-term relationship with the brand, where influencers might be used in a short campaign. The advocates are just regular people with no specific dedication to a subject that truly love your brand and are loyal to it. But how do we create advocates like that?
That may not be the right question (or titel for this blogpost for that matter), the question should be: how do I create a valuable relationship with my customers? Let’s start with the basics here.
#1 – Create the actual relationship
Well… DUH! Turn a one-time buyer into a loyal customer who absolutely loves your brand by providing valuable and helpful information through your communication. But keep in mind that every customer is different and you need to tailor your responses or comments to keep that customer engaged for a long period of time.
#2 – Tell ‘em you care
They don’t call it “customer care” for nothing. Take care of your customers because you actually do care! Respond to all their questions, solve their issues and keep them posted about what you’re doing and appreciate them when they have something nice to say about the product that you’re selling. Customer service is the absolute key of turning a customer into a brand advocate.
#3 – Show them you care
Because brand advocates love your brand so much, they don’t really care about money. They want to tell everyone how great your product or service is, so why not encourage them a little bit more by rewarding them? They love your brand, so give them your brand! Poule & Poulette, the chicken restaurant we all love, has a monthly winner of the #PPmoment. It’s to thank people that they had a lovely dinner at the restaurant and shared it on social media with the hashtag. Every month, a lucky winner gets a free dinner at Poule & Poulette. Easy as that! The customers are through the roof that they get another dinner at their favorite restaurant and Poule & Poulette’s talked about a little more. Win-win!
#4 – Be spontaneous
Don’t force customers to talk about your brand, it will definitely backfire! If you want to give something for free in exchange for a post or you offer someone a discount code, make sure that it doesn’t look like you’re trying to bribe them. When they feel this way, they will talk negatively about your brand. For sure! Think about how your brand can provide value and benefits to your customers, it will build great long-term relationship and will keep your customers happy.
Easy peasy, lemon squeezy right? Well, if you still have no clue where to begin; we know some people that will be happy to help you out 😉 Drop us a line and let’s meet up: firstname.lastname@example.org