The most powerful brands generate strong feelings among consumers. Apple, Virgin Airlines and Subway have all found their niche. When you ask consumers about these brands, they respond positively and are possessive of their brand affiliation. As one Apple fan recently told me, “Once you go Mac, you never go back!”
Does your brand have this kind of solid foundation among consumers? Do you want your brand to be beloved and talked about? Let’s look at some ways you can build a solid brand foundation and get people creating organic buzz about your products or services.
One of the first questions you need to ask about your brand is… “Do we generate organic buzz?” If your product or service is easy to talk about, people are more likely to spread the word. What do you do that is different than the competition? What makes someone want to talk about your brand?
Do you know who your customer is? It sounds basic, but it can be one of the most important parts of an effective campaign. What does your customer look like? Where do they hang out online or in person? Find out who they are and who is most likely to want to talk about your brand. Offer your most passionate followers the opportunity to try new products, provide feedback and provide other opportunities for them to feel like a valued insider.
Is your marketing message simple and compelling? This is an essential component of creating organic buzz. If your brand is fantastic, but consumers just can’t put into words what it means to them or why they want to recommend your product or service, it’s going to be hard to generate buzz. Create an easy to share message that your consumers can talk about with friends and family.
Once you know who your customer is and you have created the message you want to share, it’s time to make sure you give them a reason to keep coming back. Consumers are more likely to start and keep talking about those brands that provide them with something of value. Create a brand community. Engage your community with information on sales, contests, new products, and other items of interest that are likely to get them talking.
Once you have a viral following, reward your customers. People are particular about where they spend their money. If their investing in your product or service, and you can find ways to reward them and make them feel special, they’ll be more likely to turn in to repeat customers. Even simple things like a free memberships that provides advanced notice of sales and promotions can go a long way to strengthening the connection between customer and brand. Thanking customers online for their recommendations and reviews is another great way to make them feel a vital, important part of your brand community.
Build your brand foundation using these simple steps and your brand is on its way to generating organic buzz.