Tag Archives: engagement

Marketing Evangelists

What does the term marketing evangelists mean?
Evangelism marketing is more commonly known as word-of mouth-marketing, and relies on customers to deliver marketing messages to other potential customers. When someone recommends a certain pair of shoes that was comfortable, or a bakery that offers freshly baked breads at your door step, they are acting as “customer evangelists.” The challenge is convincing people to recommend a company in an honest way. Obviously, not every company can turn their customers into evangelists.
Marketing professionals are developing strategies to get others talking about their products and services in a positive way. These include everything from creating online communities for customers to interact, sponsoring events that help position a brand as part of a lifestyle. The goal of any evangelist marketing strategy is to find out how a brand fits into a customer’s life and making that fit as easy as possible. The more effectively a brand satisfies a customer’s needs, more likely they are mentioned to family and friends.

How does it work?
When customers are thrilled about their experience with certain product or service, they can become outspoken evangelists for that product or company producing the product.Such satisfied customers can become potent marketing force for the brand. In an already crowded market where dozens of companies sell similar goods, it is a joy to find a business that truly performs an exemplary service. Sharing shopping discoveries with a friend is like passing on secret knowledge, honestly.

How is it helpful for businesses?
Turning a customer into a mouthpiece for advertising is a marketing dream. As companies have grown and become more impersonal, marketers experience more challenges making meaningful connections with customers. Consumers want to buy products from businesses they can trust, and often turn to their friends for recommendations. This product “evangelism” helps businesses build their reputations and spread word of their highly regarded services.

Authors Jackie Huba and Ben McConnell explains how to convert already loyal customers into influential and enthusiastic evangelists. The research project led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The goal is to create communities of influencers who drive sales or membership for the company or organization. Following are the six basic outlines of creating customer evangelists:

a. Continuously gather customer feedback.
b. Make it a point to share knowledge freely.
c. Expertly build word-of-mouth networks.
d. Encourage communities of customers to meet and share.
e. Devise specialized, smaller offerings to get customers to bite.
f. Focus on making the world or your industry better.

Creating Customer Evangelists explains how organizations successfully built their customer base and created targeted marketing programs to involve their fans. These programs help produce unofficial sales people and a cost-effective and powerful marketing force. By deepening customer relationships, successful organizations create communities that generate grassroots support and value for their products and services.

Isn’t it a great way to market products?

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How to attract customers?

- Launch a website, it provides worldwide exposure and give customers an access to the services and product offering by your organization.

- Host a grand opening event, invite local business owners and residents from surrounding neighborhoods. Provide freebies like merchandise samples, share business cards and company brochures.

- Monitor services and products constantly, satisfied customers who spread the word about your business are the best source of new customers. Keep a keen eye to pricing, customer service, product availability and prompt delivery, these are few nudge point to success.

- Visibility within your industry is crucial, participate in exhibitions, seminars, trade shows, attend community events.

- Explore various types of advertising opportunities such as classified ads, yellow page ads, sponsorship, television and radio spots, and display ads in magazines and on other Websites, keep tab of your budget and go with what meets budget and reach the target audience.

- Support local charity, sponsor fundraising event and arrange a local media to publish the event.

- Distribute fliers and business cards at various business gatherings.

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Video editing and compiling

Here is a video we recently created for a client, the audio visual was created from scratch.

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Videos for content marketing

Whatever the intention, video has huge benefits as a communication medium. One of the obvious reason is that it can convey personality. People respond to people, whether for marketing, brand engagement or training purpose in an organization.

Videos are extremely useful for practical reasons, either to demonstrate products or procedures, these video presentations are consistent compared to the unpredictability of live demonstrations. The value of events such as conferences, seminars and trainings can be greatly enhanced and used again and again whether for training or promotion. Video can also be used to create effective live presentations and interactive productions.

Even if advertising is not the goal, inclusion of video on the company website can create a better user experience and add a touch of class. A recent study by Treepodia, an authority in video use in eCommerce found that the retailers surveyed were selling substantially more products when a video of the product was included. Further statistics also showed that even if the video wasn’t watched the sell will still happen. This means video creates customer confidence and trust. Brands using video is considered more reliable as they produce a quality user experience. Showing the product in a multidimensional format, the brand exhibits trust and confidence in the product. This is an interesting finding and it does have relevance to the use of video in websites in general and not just e-commerce.

Videos should not only be used for Content marketing strategy, lets see some of its advantages and how we could make use of it effectively.

The whole purpose of Content marketing is to get your message to your potential audience.  Written content means you can only publish it in one place. Design strategies to make sure that content that attracts eyeballs won’t get buried on your blog. Link it to significant posts in the side bar, tweet it, bookmark it through various bookmarking sites, etc. Of course your written content can be found via Long Tail Keyword search in Google. But Video is just much easier to syndicate. And the whole purpose of syndication is to try and get that video in front of as many eyeballs as possible. Post video to YouTube, post video to other video aggregators using Blip, Metacafe, etc., embed link on Facebook fan page, share link with affiliates, embed video on your website, get other people to embed your video on their websites, post video to iTunes as video podcast.

Videos are powerful tools and there are more platforms you can use. One video, dozens of places to share it. That’s the first advantage video enjoys.

Video establishes personality, if your content marketing is built around written content it takes a few articles or posts to truly start being perceived as your personality. But videos are out there right in front of them, audience can see and hear you. And your personality will come through the way you speak, facial expressions you use and your body language. That will turn some people away but the people who are attracted to your message will go ahead to see/view the message.

Video differentiates you from the competition, in most market areas there are still few people using video effectively. Picture speaks more than Words.

Video testimonials is the name game. Video testimonials don’t have to be given by the superstars, it would be nice if you had 10 or 20 or more video testimonials where regular people like ‘us’ are talking about your services and what you’ve been able to do for them. It will be a powerful instrument to use it in your content marketing.

Internet is going mobile, tablets are fine for texts but reading long blog posts on a Smartphone can be irritating. Whereas a video can be a big hit, hit play and it rolls. You can even consume on the move, plug in a headset and then anything that you want to watch you can stop, rewind the bit you need to say, and then move on.

We got to say, Videos are here to stay! For professional quality videos, corporate films, voice overs, recording, post production related queries, get in touch with us at info@industree.in

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Customer relationship and marketing

Promote your business by building relationships. Yes, its true, customer relationships drive your business. It’s about finding right people who believe in your products or services. You can spend big bucks but its like rolling boulder up a hill. You want to drive your business into new territory, but every step is hard and expensive. But there are ways to achieve the goal.

Develop an army to help you push that boulder up the hill instead. How do you do that? You develop relationships with people who don’t just understand your particular expertise, product or service, but are equally excited about what you do. You stay connected with them and give them value, and they’ll touch other people who can benefit your business. Powerful relationships don’t just happen from one-time meetings at networking events. You don’t need pocketful of random business cards to clutter your desk. What you need is a plan to make those connections grow and work for you. Here are few pointers you remember while you are out on a mission.

Build your network, it’s your sales lifeline. Your network includes business colleagues, professional acquaintances, prospective and existing customers, partners, suppliers, contractors and association members, as well as family, friends and people you meet in your community. Contacts are potential customers waiting for you to connect with their needs. Ofcourse, you need to understand that networking is a long-term investment. Do it right by adding value to the relationship, and that contact you just made can really pay off. Communicate like your business’s life depends on it.

Communication is a key here, so do it early and often. Relationships have a short shelf life. No matter how charming, enthusiastic or persuasive you are, no one will likely remember you from a business card or a one-time meeting. One of the biggest mistakes people make is that they come home from networking events and fail to follow up. Make the connection immediately. Send a “nice to meet you” e-mail or let these new contacts know you’ve added them to your newsletter list and then send them the latest copy. Immediately reinforce who you are, what you do and the connection you’ve made. Its a fact, you rarely meet people at the exact moment when they need what you offer. If you stay on their minds, it’s easier to keep a connection warm than to warm it up again once the trail goes cold. So take the time to turn your network of connections into educated customers.

E-mail marketing keeps relationships strong on a shoestring budget. It is cost-effective and easy way to stay on customers’ minds, build their confidence in your expertise, and retain them. Build your reputation as an expert by giving away some free insight. You have interesting things to say! An easy way to communicate is with a brief e-mail newsletter that shows prospects why they should buy from you. And it’s viral, contacts who find it interesting or valuable might forward your e-mailer or newsletter to other people, just like word of mouth marketing.

Reward loyal customers, according to Bain and Co., on average, repeat customers spend 67% more than new customers. So your most profitable customers are repeat customers. Now the question is, are you doing enough to encourage them to work with you again? Stay in touch, give them something of value in exchange for their time, attention and business. It doesn’t need to be too much, anything of their use will suffice like notice of a special event, helpful tips, advice or news, can be effective. Remember, if you don’t keep in touch with your customers, you are loosing out because your competitors will.

Customers are best sales agent, so spend time to build your customer relationship and do the follow-ups. Make use of cost effective tools like e-mailers. Send out simple newsletter, an offer or an update message of interest to your pool of networks. If they remember you and your offerings they will deliver value to you with referrals. They are in the market, and are aware of opportunities you’ll never hear about. That is why it is very important to remain in touch with your customers.

Thus, in order to close this we cannot deny the fact that small business is all about relationships, relationships and relationships.

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