Most marketing decisions today are driven by data. With CRMs, social analytics, Google analytics and e-commerce platforms readily available to most companies, marketing teams are able to pore over and analyze enormous amount of statistics, numbers, charts and trends. From product development to launch strategies and content planning, data is often behind many key decisions being made by company leaders.
However, there is a very powerful kind of marketing machine that brands are learning to leverage: Brand evangelists. Brand evangelists are customers that will repeatedly sing the praises of companies to their networks of friends, family, and social media followers. Creating, identifying, and leveraging these evangelists requires a much more personal (rather than data-driven) approach for a very important reason: Other consumers are more likely to trust this kind of ‘advertising’.
There is no question that brand evangelists are powerful assets for any company, but the question lingers: How do you create this level of brand loyalty? Here is how customer service teams, call center agents and community managers can create, identify and leverage brand evangelists.