How to Replace Paid Marketing with Free Brand Evangelism

Organic, organic, organic. The word is said so much in the online space you’d think we were all agriculturalists or something (is that a word? idk.)

But what’s so good about organic marketing, anyways? Well, I don’t really feel like diving into that since I am not a marketer; but I will say: it’s free, and what entrepreneur doesn’t want free, effective marketing?!

Today the type of organic marketing I’m talking about is the power of fans. Brand evangelists. Advocates. Not influencers or paid ambassadors, but straight up loyal customers who are voluntarily going to brag about you to their peers and spread the “gospel” of your business.

You know, those die-hard Tesla guys that would give up their firstborn for Elon Musk? Or the Apple users [like myself] who know Android is technologically superior, but would rather buy into the lifestyle and mindset of Apple.

Those are what I like to call “Brand Friends Forever,” people who are loyal customers and really love your brand. They love to pay you, they’ll give you their money in any capacity/container/offer, and they’re lifetime supporters. They’re your ride or die’s.

And oftentimes, they’re overlooked and reduced to “having a good client experience so you can get referrals.” It’s more than that. Of course, you want referrals, but it’s more than that. You want a culture of people who are so devoutly invested in what you’re building that they can’t help but be walking, talking advertisements.

(If you want to learn exactly how to cultivate your own loyal Brand Friends Forever, book a 60-minute BFF Session with me here!)

For example, Louis Vuitton loyal fans wear the brand every time they step out of the house, tell all their friends about their latest buys, and post them all over socials. They’re practically free billboards - the business doesn’t even have to pay for marketing at this point [if they didn’t want to.]

So, how can you recreate that effect in your own brand? 
‍

1. It starts with a core story/message. The New Testament of the Bible is often referred to as the Gospel or “good news” because it’s the central story of hope for Christians. What is the central story of hope in your business? What is the hero’s journey you center your ideal clients in? What is the single most important message of your brand’s existence?
   ‍
2. This is crucial. If there’s no message, there are no brand friends forever & no free brand evangelists.
   ‍
3. Identify how you want people to feel. This is manifest in your brand personality and voice and even identity, but it comes back to how you want people to feel when they engage with your brand. Hint: if the way you want them to feel doesn’t make sense with the core story/message, something ain’t right. See me for help.
   ‍
4. Strategize the brand experience. No, not just the client experience, but the overall brand experience. Break down every single channel and touchpoint in which someone might interact with your brand, and make sure it goes back to the story & feeling you want your audience to take away. Again, this might feel like a lot. See me for help.
   ‍
5. Deliver on the promises. Make the feeling happen. Keep your word and promise to your audience. Be consistent over time. They will trust and believe you if your actions align with your intentions.
   ‍
6. Create opportunities for evangelism. Ask for social proof, testimonials, UGC. Get creative with your marketing so you can incorporate these loyal fans in organically.

Wowza, this post was so good that IDEK how I’m giving it away for free. I highly recommend you take these tips, chew on ‘em, and start implementing them into your business. If you need a hand from your savvy Branding Fairy Godsister (me, Shyne), let's work together. Let’s get those brand evangelists fired up!

P.S. thanks for reading! My love language is words of affirmation, so if this helped you, please send me an email or DM on Twitter to let me know!

P.P.S. we're always open to gifts/donations if you'd like to support more of these educational endeavors. Feel free to buy me a coffee :)