We’re going to be a little loose with our definitions here, but in this context I’m going to lump evangelism and brand ambassadors together. Ultimately they do the same job; both terms have been adopted by marketers and refer to individuals (paid or unpaid) who promote your company, product or service at every given opportunity.
You could argue that evangelism comes first, bringing a business to the market and brand ambassadors help to spread the word. But for now, if you think about the word evangelist for a moment, normally associate with the preaching of the Christian Gospels – ‘good news’, you can see why it’s been appropriated by the branding world; it’s a potent word that seeks to place brands on a level with the spiritual, the Godly, the great.
Evangelists and brand ambassadors are key to any business success. Without people talking positively about what you do, either formally or informally, you will struggle to sell. For small local businesses, the activity of ‘word of mouth promotion’ is still regarded by most as the best way of getting your messages out there; think of it in the same terms as a personal recommendation (a technique increasingly used by social networking sites such as LinkedIn).
If for example I recommend you to my networks on Twitter, Facebook, LinkedIn etc., you instantly gain an element of regard, people who trust me are more likely to trust you and use your services or buy your product. If I can say something positive about your business it’s probably the case that there are others out there who can do the same. You need to find these people and encourage them to speak about your business. It’s not necessarily about technology, instead it’s about individuals talking to others, either one to one, at a conference or a trade show. That face to face time is essential, it’s good marketing practice and it works..
Assuming you want your business to be sustainable and perhaps grow, gaining customer trust and enthusiasm are the first steps to gaining the evangelists and brand ambassadors you need. Your USP may be price, quality, capacity or any number of other attributes, what’s important is you get this across to your customers and get them to talk about it. Every customer is a potential evangelist, if they believe in your product or service enough they will recommend it to others. One final point for now; both your evangelists and brand ambassadors need to be nurtured, they are an extension of your work force, probably unpaid but non-the-less key individuals who care about your business and will help it to grow. Communicate with them, let them know what you are doing and above all, keep them happy.
Next up: F is for Flexibility