Marketing Strategy Today » startup marketing

Part 2: Leveraging your brand advocates

Pam Sahota — Wed, 13 May 2015 19:45:07 +0000

In my last post we spoke about how to court your brand advocates, this time we’ll dig a little deeper on how we leverage them to your brand’s and their optimal potential.

As I mentioned before, a brand advocate is “someone who loves your brand and will support it through multiple phases, including but not limited to loyalty in purchase, word of mouth, sharing on social, and encouraging friends and family to convert too.”

That’s a lot of potential, but the key is to harness them in a way that doesn’t alienate them through the “relationship.”

Two great ways to make that happen include

Amplifying your brand advocate’s voices
Allowing your brand advocates to be more than just one person, to be a part of a larger community

Amplify Their Voices

When one advocate praises your brand and says “I love you and your product,” most brands typically respond with things along the lines of “likes” and “favorites.” Some go further and respond or comment back with a “Hey X, thanks so much for the love. We think you’re great too!” This is important, and shouldn’t be ignored. The small value actions such as likes and favorites are important when done within 24–36 hours. It shows that your brand is paying attention. Commenting matters even more. The sooner your brand can comment in return, the more appreciated that brand advocate will feel about their relationship with your brand. They will feel heard and will want to continue that dialogue.

But there’s an extra step that is not often taken. Amplify the advocate’s voice through your brand’s voice.

Here’s what I mean.

Your brand could feature some awesome advocates on your website site. Maybe have a page dedicated to them.
You could start a blog series where you spotlight an advocate once a week or twice a month. Interview them- who are they, what are they all about.
Repost some of the stuff they post on social media.
Or more specifically, “regram” an advocate’s gram when they were featuring a product of yours they may have been wearing. Nordstrom and Nordstrom Rack do this well. Nordstrom Rack will see products that people are talking about on Instagram and ask to regram them on the brand’s profile. It is not only super flattering, but sometimes an ultimate sign of brand love. Doesn’t seem like a lot, but it can be. Nordstrom also comments and asks to use Instagram photos within their website experience.

Those are some ways how you can take it a step further with the social and fan integration.

Let Them be a Community

This one is difficult. A community isn’t always brand built, it’s typically consumer led and naturally occurs through mutual affinity for an interest. For example, there is a cult of fans who are obsessed with Converse and will only wear that brand. They show their love through social, and support one another. For example, if one Converse lover sees a pair of kicks that they haven’t before, they are stoked to check them out. Even if they try to literally buy them off another converse lover’s feet at that exact second. It’s happened.

Will every brand be Converse? Probably not. But it doesn’t mean your brand advocates won’t be excited to be a part of a community that shares their interests. Remember, it’s a lifestyle that your brand exemplifies; such as a fitness lifestyle for a yoga clothing line.

Read more on what your brand can do here to let them be a community, be checking out the full post on Startup Fashion.

Part 1: Courting your Brand’s Advocates

Pam Sahota — Wed, 13 May 2015 19:43:26 +0000

A brand advocate is a coveted individual when it comes to brand marketing, especially in the digital media space.

A brand advocate is someone who loves your brand and will support it through multiple phases, including but not limited to loyalty in purchase, word of mouth, sharing on social, and encouraging friends and family to convert too.

A brand advocate is someone you want by your side. It’s a relationship you want to continue to grow and evolve; it’s someone you hope to have in your brand’s life for a long time. This may sound like someone you’re dating, and in truth, it can be quite similar.

It’s a relationship. And good relationships require love and care, loyalty and passion.

That’s great and all, but how exactly do you obtain a brand advocate? How do you find this person or people who not only love your brand but also can’t wait to tell the world about how much they love it?

The Courting Process:

Give Them a Reason to Believe

You need to get good at sharing the purpose and values behind your brand. When you do this, people start to notice. It’s not until a customer or collaborator feels connected to your purpose and values, that they will become true brand advocates. Without that connection, you’re just a brand making more stuff.

Flirt with Them and Show Them All Your Good Sides

What is your business really like? How is it run? What do you make? How do you make it? Become very transparent in what your business does. Let them in.

Don’t Be Afraid to Be Wrong

Never be afraid to let your brand be itself and when something goes wrong or isn’t perfect, say so. This sort of honesty is what meaningful relationships are built on.

Reward Them When They Deserve It

Recognize your customers’ loyalty. Re-gram them, send them discount codes, invite them to events (not via a group email!). Do what you can to make sure that your brand is associated with personalized attention.

Surprise Them When They Least Expect It

Everyone loves a little surprise now and then. Get creative and find ways to put smiles on their faces. It doesn’t have to be free product, it can simply be a something thoughtful that you do to show that you’re paying attention.

Maintain the Flirtation and Build It Into a True Two Way Relationship

Don’t get lazy- that’s a relationship killer if there ever was one. Continue to make sure that they know you appreciate them.

Let Them Come to You

Don’t get pushy and be all like, “Do you wanna be my brand advocate?” after just a few interactions. No one likes a brand that feels needy.

Continue the Conversation Where They Appreciate It Most

As you work to build these relationships, show them how proud you are to have them as customers. Use social media (where they are) to amplify the relationship in a way that makes them feel like they’re something extra awesome.

This courting process is the basis for creating a brand that attracts real and true advocates.

But listen, there will be tough times. Let me tell you little story…

A brand I once worked on had decreased the availability of a product line thinking it wasn’t a favorite and there were other varieties that were performing better in the market. But of course, the brand advocates who had loved that specific product were outraged. They took to the streets – aka social media – and ranted about their long lost love. They wanted their product back, and they weren’t going quietly. Luckily the brand thought quick on its feet and discussed how to bring the advocates back to the good side. They sent through some extra special care packages to a few of the folks and promised to reconsider the sale of the product in the upcoming year. It wasn’t a permanent solution but it was a good temporary solve until the brand could decide the worth of definitely bringing back the product or not. The lesson here:

Listen to brand advocates, respond. It’s a relationship. @PamSahota, Digital Marketing Director

CLICK TO TWEET

Remember, these are brand advocates, not well known influencers. These are real customers who you haven’t paid (they don’t want your money, they want to be a part of what you’re creating!). They are the most valuable people to have on your side so do what you can to keep them there.

Once you have them, don’t let them go. Instead use them and amplify their voices as part of your brand. How do we do that? Stay tuned and we’ll discuss some examples in my next article.

This post was originally written for Startup Fashion. Read more here!

Why the new standalone app Layout by Instagram is worth downloading

Pam Sahota — Wed, 13 May 2015 19:41:13 +0000

Layout, the latest standalone Instagram app (since Hyperlapse), has hit iOS. The app allows for users to easily collage your photos in unique and simple ways and then instantly share on Instagram and/or Facebook.

Instagram claims that it isn’t trying to create yet another collage app, but to create one that makes collages easier to make and more user friendly.

So what does this mean?

In short, it’s a new feature app that allows Instagram users (and photo takers) to have another tool in their “artistic” toolbox. The collages have some set parameters, but from there you can fiddle around and make your collage your own.

Having played around with it, appears to take some of the best features of other free apps such as PicStitch and combine them with ease of use, and a much friendlier user interface.

The Layout features to consider when creating your next collage:

Ease of sorting through photos on your phone
Adding multiple pictures at once to the collage
Taking pictures for the collage instantly (in multiple succession)
Unique grid options that aren’t just one size or shape
Unique ability to shift and mirror the images for different viewpoints

Why it matters to consumers:

The app allows consumers to have more fun when taking photos to post. It allows them to post more photos at once and in turn create/make a story out of the moment they are sharing.

Why it matters to brands:

As consumers can share a more detailed story of their moments, so can brands. When it comes to events, product shots, new releases, and behind the scenes – Layout is a new tool to keep in mind. It will allow your brand to show different views of the same product at once versus sifting through multiple photos.

Read more on why it matters to brands on the full post at Startup Fashion.

Because Periscope is Worth Checking Out

Pam Sahota — Wed, 13 May 2015 19:39:23 +0000

Recently we talked about the live streaming app, Meerkat…but have you heard of Periscope? It is the latest in the live streaming trend that has appeared and it’s taking the brand marketing world by storm.

The questions we wonder as we evaluate Periscope:

Is it a meerkat “killer” ?
Is it better than meerkat?
Which one should I, as a brand marketer – invest my time in?
Do people care?

Is Periscope a Meerkat Killer: Maybe.

Periscope is a direct competitor and it was put out by Twitter. It allows for seamless integration with the popular social channel and way more brands and marketers have taken advantage. Currently you have big name early adopters such as Mountain Dew and DKNY and also emerging brand users like Nearly Naked Jewelry, who showed us a Behind the Scenes of a collaborative photo shoot they did with several other brands.

Is it Better? Yes. Why?

First, you can integrate your Twitter list automatically. In addition, Periscope has the ability to save and view videos later. They don’t disappear in that “snapchat” sense as in Meerkat. This allows for viewers who may not have been able to tune in directly during your event to watch a few minutes or hours later (up to 24 hours).

Which one should you invest in?

If you are geeky like some of us and want to know more on investing and why do people care… Check out the full post on Startup Fashion!

Live streaming App Meerkat and Why it’s Cool

Pam Sahota — Wed, 13 May 2015 19:37:05 +0000

Just what you’re looking for, another platform for you to share your brand’s content. I know, it’s exhausting and thinking about adding more is is just- no.

But this one is too cool not to tell you about.

The latest buzz is around Meerkat – a somewhat new mobile app, which has hit the streets of SXSW with a storm.

What’s so cool about it? Meerkat allows you to tweet live video in actual real time. This live stream option is super cool, especially for brands who may not have the ability to partner with the big publishers to do so.

Let’s break down the advantages:

It’s a free app to download and use
You can stream live or schedule your video
You can see what people you follow are sharing within the app or on Twitter (or wherever else they have embedded their Twitter feed)
In your dashboard you can see live feeds of folks using the app
You can see who is watching the live stream
You can comment, retweet, and “like” while watching

Why it’s a tool to keep in your social content toolbox:

Read more on the full post on Startup Fashion!