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Brand Advocacy: Engaging with Your Biggest Fans

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Do consumers love your brand so much that they are willing to permanently ink your logo on their body? We can’t all be Harley-Davidson, Fender, Apple, or even Google, but we can do a better job of creating and growing a loyal base of fans online.

We all recommend products and services to friends, whether it’s mentioning a delicious craft beer we just sampled or actually posting an online car review because the dealership treated us like royalty. When we recommend brands to others via word of mouth or social media because they did right by us, we become brand advocates.

So, what does it take to turn your current customers into brand advocates?

Personality

Brands build distinctive personalities that differentiate them in the marketplace – but it’s the consumer and the community that can make or break a brand. Know your audience, set the tone, be consistent, create relatable and unique content and, most importantly, be human.

personality

Acknowledgement

Once you have developed brand advocates, make certain they are heard. Re-tweet their comments, post their insights on your website, share their brightest ideas on your networks and make sure to give them credit for all that they do. The ultimate benefit is giving these loyal advocates another great reason to talk about how awesome you are.

Acknowledgement

Engagement

When customers seek out your brand on social media, they’re looking for an opportunity to build an emotional connection, not just a pretty Facebook photo or Twitter profile. By engaging in conversation with them, you are giving them this emotional connection. Comment on their posts about your product, thank them for posting a picture – do whatever it takes to join the conversation.

Engagement

Consistency

Advocates want their relationship with the brand to be honored consistently. It doesn’t take many negative experiences to lose a fan.

Consistent

True advocacy isn’t a numbers game. It’s the natural byproduct of developing good one-on-one relationships, providing great consistent service, and delivering on your brand promise.

The key takeaway: don’t be routine in your customer interactions – be remarkable! Make it a part of your culture and brand DNA.

Image “google it.” by Mez Love via photopin used under CC BY 2.0 / Cropped from original

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2 Comments

  1. Who’s the Best Bet, and Other Brand Advocacy Must Reads for 1/10 | CUSTOMER LOYALTY SOLUTIONS                                    (609)277-3069January 13, 2014 at 2:49 pmReply

    […] Brand Advocacy: Engaging with Your Biggest FansAdrienne Jaubert, @BrandwarePRNot every brand can be tattoo-worthy. But every brand can go out of its way to provide excellent experiences for their customers, and encourage brand advocacy. Jaubert explains a few different ways that can be done; through personality, acknowledgement, engagement, and consistency. She provides some great examples of each of these, citing brands like JetBlue, Whole Foods, Kraft and more. The main idea here is that these brands reached out to their customers in a way that the customer initiated, on their metaphorical turf. Meeting the customer where they are, and engaging in conversations that they want to have, is a definite way to build relationships that lead to advocacy. […]

  2. TinaJanuary 29, 2014 at 7:23 amReply

    Simply fantastic!

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