I’ve written before about how to find your evangelists. Evangelists are a truly powerful weapon for marketing your company. They are your most passionate fans and will gladly help you spread your message. The next step is to use those evangelists to help in your marketing efforts, whether it’s announcing a promotion or generating publicity.
Preparing Your Campaign
First, you have to prepare your medium for communicating with them. There are a couple of ways to keep in touch, depending on how many evangelists you identify. You can send them emails personally, or put them in a small mailing list and work off of that. I typically lean toward the mailing list option because it’s just a little quicker for the number of evangelists that I manage.
Next, come up with your first evangelist campaign and set some goals for what you’d like to achieve. This could be anything related to marketing your company. Promotions work particularly well, but so do membership drives and social media pushes.
Then, work on the email campaign that you’ll send to your evangelists. Be open and honest with them about what you want to achieve and what you’d like for them to do. Be as specific as possible. If you want them to promote a link, be sure to give them the exact link. If you want them to promote a sale you’re having then give them examples of the text that you’d like them to use. This isn’t to say that your evangelists can’t interject their own thoughts or opinions on your product into their actions.
Finally, launch the campaign and measure the results. If you’ve given specific enough instructions to your affiliates then you should be able to fairly easily measure your success.
Once your campaign has ended you should thank your evangelists profusely. They are working on behalf or your company – usually for no compensation.
Maintaining Your Evangelists
Over time you’ll see that some evangelists don’t do what you have asked as much as others. This is completely fine, it’s their choice, but as a marketer it’s your responsibility to replace them on the list with a better candidate. I’ve noticed that over the course of several campaigns I’ve had several customers actually ask to become evangelists, so there’s always the opportunity to grow your list or to prune and regrow your list.
Have you actively tried to identify and utilize your company’s evangelists to help with marketing efforts? What has worked or not work for you?
Image Credit: WarmSleepy on Flickr