Social Media Marketing: The Key to Evangelist Marketing Success
There has been lots of buzz about Evangelist Marketing as of late – in other words, the art of getting customers to do your marketing for you for free. According to Alex Goldfayn’s new book, Evangelist Marketing: What Apple Amazon and Netflix Understand About Their Customers (That Your Company Probably Doesn’t), when you have evangelists for your product or service, you have the best possible kind of customer.
That’s because loyal customers that evangelize about your business with no reservations whatsoever will turn others onto your product or service, and defend your business when confronted about any perceived problems with it. They do all the work for you, and they are repeat customers that help pay your bills, too. Of course, no consumer has a large enough audience in real life to make a big difference in a short amount of time. So what is the venue for their evangelism? Social media.
Social media marketing, including Facebook marketing and Twitter marketing, is more powerful than face-to-face referrals because it reaches a mass audience in a nanosecond. As Goldfayn says, “With a critical mass of evangelists, you can succeed in unimaginable ways.”
He cites companies like Apple and Amazon as proof, and provides some insight about Netflix. “Remember how evangelists are forgiving? If they weren’t, Netflix would be out of business,” he says. He also lays out three critical steps for developing marketing evangelists through social media marketing:
Customer Insights – Develop deep insights about your buyers, through interviews with your customers, prospective customers, and even your competitions’ customers. “You want to know what they think, what they want, and how they use your product or service,” Goldfayn says.
Emotional Marketing Language – People who evangelize have an emotional connection to the subject they are “preaching” about. Somehow, your business offers a life improvement opportunity, and it’s your job to communicate that to the consumer if he is to be your evangelist.
Proper Platforms – Again, the best venue for evangelist marketing is social media. Facebook marketing, Twitter marketing and blogs are the most effective platforms for developing an army of evangelists for your business. Reach out to bloggers and engage with consumers on social media to make this happen.
Remember: The most notable evangelist in history worked for three years to accomplish his goal (think about it). Developing a customer base that gives you free may take some time, but it’s well worth it when all is said and done. Get your social media marketing house in order now, so you can enjoy the results of a loyal customer base for years to come.