Social media gave the public a voice and an exponentially large audience with whom they could share their opinion and influence their decision. But unfortunately, most consumer-generated content does not reflect the essence of a brand. For brands that naturally protect their public image, that means losing the ability to control the narrative. As a result, brands that have spent decades and lots of money carefully cultivating a brand identity and set of values that resonate with audiences are now at risk.
Instead of fearing public opinions, brands need to embrace the public’s desire to share their thoughts, but channel them more constructively. A lot of time is spent educating employees about what the brand stands for, often overlooking the need to educate consumers on how to talk about the brand. If you want the right words to be associated with your brand, you need to listen, educate and engage your consumer to communicate about your brand.
Here’s Why Brands Should Educate Their Consumers About Good Communication~
Research has shown that 92% of online shoppers trust content from friends and family above all other forms of brand messaging. Therefore, when these educated consumers offer the brand to those around them in the way that best represents it, they turn their peers into potential buyers and increase organic brand awareness.
When brands explain what they do to their consumers with impact, they overtake their rivals in the crowded aisle. Therefore, educate your consumers to such an extent that when people talk about your product features, they use appropriate adjectives to describe your brand, drawing attention to your product’s USP over your competitors selling the same thing.
Brands are good at rewarding customers who buy their products. However, most brands do not reward their customers for positive word-of-mouth, which leads their friends to buy this product. Instead, brands need to get their customers to know their principles. This will make word of mouth advertising high quality, increase the chances of brand recognition and improve the effectiveness of referral marketing. Additionally, making customers feel valued will make them correctly describe the brand and the audience will associate it with the words used in campaigns.
Here’s how brands can educate their customers about what the brand stands for~
Many companies believe that they educate their consumers by elaborating on the features, benefits, and benefits of their products. However, what is relevant to the consumer is what the product can do to solve a problem for the customer. When you educate people, you help them understand the benefits of a solution. Consumers can find information anywhere, but when it comes directly from your brand, the benefit is twofold: you build a more informed customer base while building loyalty. So focus on marketing the solution in simple, understandable language that your consumers can easily imitate when talking about your brand to their peers.
You can control what is being said about the brand by simply interacting and listening to your audience on various social media platforms. Once you know and understand how your consumers talk about the brand, you can start educating by getting your audience to create user-generated promotional content that better aligns with the brand’s identity.
The best way to educate your advocates is to provide examples of what good content should look like and how their content can capture the true meaning behind your brand and product in an engaging way. Since most consumers are not good at creating reusable social media content that the brand can showcase on their pages, providing the right tools will allow them to create better content.
Once your consumer is educated and incentivized, they can become the spokesperson and seller of the brand, which has much more impact within your target group. So the next time these brand advocates recommend or review the brand to their peers via any form of content, they will be marketing the product in their tone of voice but much more aligned with the brand. This way, brands can turn their passive consumers and creators into active ambassadors who can be part of the marketing machinery.
It’s high time for brands to focus on making their consumers the centerpiece of their marketing methods. The best way to do this is to recognize the growing relevance of organic marketing. Organic marketing can be rewarding and creative using tools to listen, educate and get consumers talking about your brand. It’s an investment the brand should make today to consistently deliver meaningful results.
The opinions expressed above are those of the author.
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