Despite the fact that the word “evangelism” is closely bound with the Christian religion, it is widely used in the business vernacular. The thing is that this word originates from the Greek word “evangel” which means “good news.” Therefore, the business evangelist is a person that brings good news about the product to the people around.
Evangelism marketing is a strategy in which a base of loyal customers willingly promotes the product for your company. Customers become the key influencers by advocating and disseminating information about the product without being paid.
What is Evangelism Marketing? Its Benefits
It seems that the benefits of evangelism marketing logically follow the definition. However, are there any hidden reasons why big companies give preference to evangelism strategy? Let’s take a closer look at the benefits of evangelism marketing.
- Persuasive advertising. The first and foremost advantage of the evangelists is their ability to spread word of mouth. Personal advice on some product is likely to make an impression of more honest and natural than an advertisement on the web.
- Free support team. If there is one thing that evangelists adore then it is their club. They like to share information inside the group which certainly relieves stress from your support department.
- More data on your product. Evangelists are likely to create a lot of text, case studies, and testimonies about your product. It is an excellent way to draw the attention of potential users to your business. Moreover, it is a good strategy to minimize your content writing time and spend more resources on the improvement of your product.
Companies face numerous problems on their way to evangelism. The very concept of “evangelism marketing” is based on several preconditions:
- Customers’ trust. While advising your product to other people, customers imperil personal reputation. It is not a surprise that they will not recommend some unsafe product.
- Value. The object of evangelism is not an ordinary product. Your customer should understand all the benefits of your production, so you should take good care of the brand positioning.
- Satisfaction. The product should satisfy customers’ expectations. Satisfaction is the key to convert your customers into the real evangelists.
Evangelism Marketing Strategy
That being said, we should consider all the steps to gain your first evangelists and what concept of “evangelism marketing” means.
Create the brand
You need to define your identity and purpose. It is useful to do SWOT (Strength, Weakness, Opportunities, Threats) analysis. Additionally, you need to create mission and vision statements.
Convert employees into evangelists
Your workers directly interact with your customers. Remember that empowered and inspired employees will expand your ideas almost naturally.
Develop well-rounded brand messages
Concentrate on the feelings that are implied in your ideas, should it be an ad on the Internet or package of the product itself. Appeal to all the senses of your customers. Make sure that all the customer’s experiences are sound and homogenous.
Don’t overpromise to your client
The primary goal of your company is to satisfy customer’s expectations. Overrated products tend to disappoint users. Otherwise, people who are happy with their purchase tend to return for another one. That is why you should keep the estimates of your product close to reality.
Put your stake on service.
Excellent service is a key to have loyal clients and less staff turnover. Positive and empowered service assistants share their positive emotions with customers and make them feel a strong emotional connection with your brand.
Reach out to your client
Social media is an easy and cost-effective way to communicate with your customers. Moreover, clients will have an opportunity to intercommunicate and share their positive experiences with your product.
Evangelism Marketing Examples
Those illustrations are closely connected with viral marketing evangelism. Despite there are a lot of marketing strategies, the most powerful companies have always relied on the word-of-mouth publicity. It is a well-tried method to entice customers and ensure constant brand development. Let’s take a look at examples of successful evangelists of the business world:
- The best-known instance of evangelism marketing is the development of Apple Computers. The company was suffering reverses until it hired Guy Kawasaki in 1983. Being the real Apple evangelist, Kawasaki caught the interest of numerous hardware and software developers by promoting benefits of the company.
- Domino’s Pizza is an example of successful application of social media evangelism. The organization restructured processes on Facebook, Twitter, and YouTube communities to enhance their connection to the customer base. The way users perceive company’s products changed dramatically.
- Perfect service is the best way a small business can earn evangelists. For example, Buffalo Exchange took advantage of their fashion design initiative for high school students. The company offered them a chance to dress the display mannequins in their stores. This action was unique converted average customers to dedicated evangelists in no time.