How to create brand ambassadors who rave about your business

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You’re ready for a brand ambassador. This is someone who likes your brand so much, they’ll say nice things about it, even though it’s not their job to do so. Brand ambassadors work because they’re normal people who believe in a product or service. They’re the next step up from word of mouth marketing and testimonials.

Consider nurturing your brand ambassadors (and creating them from people who gave you testimonials) by adding a valuable incentive that will further build their brand loyalty.

Some brands do this through affiliate marketing and referral partners. That may be the route you choose, but first you’ll need a system to identify the brand ambassadors. For this, we use an automated marketing campaign through Infusionsoft. Our system works like this:

1. We created a campaign that allows us to ask for client feedback.

2. Based on their feedback, we segment our clients into three categories:

Satisfied, Neutral/Undecided, and Dissatisfied.

3. We have a campaign that automatically begins for each category:

a. Satisfied: We request a written testimonial. We make the process simple and are sure to thank them for their time with a bonus. If they give a particularly great testimonial, we may reach out to them personally to see if we can get a video testimonial. Only Satisfied clients are considered for brand ambassadors and our incentive/reward program.

b. Neutral/Undecided: This is a great opportunity to improve the relationship with our client by not being afraid to reach out to them to turn their “meh” into a “WOW.” Here we would ask for further feedback and schedule a call to follow up. You never know if you can turn them into a Satisfied client unless you try.

c. Dissatisfied: We haven’t made every client happy. Sometimes this was beyond our control, and other times it’s not. You will need to use discretion with how you want to proceed. I evaluate each case-by-case situation and divide these into two categories:

4. Introduce them to your incentive/reward program: Now that they are happy and gave you a testimonial, what a great opportunity to build a stronger relationship than by rewarding them for just sharing with people, “how great you are!”

All this is achievable through Infusionsoft, and we already have some of these campaigns built so you can simply modify them to your needs. If you need them fully, customized we can do that, too. Just schedule a complimentary consult with us, and we’ll get the ball rolling.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

How to capitalize on word of mouth marketing

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You’ve got amazing results happening in your business, so it’s time to collect those in the form of a testimonial. Word of mouth is one of the most effective marketing tools we can invest in. The power of a testimonial is proof of our authority and how people with the same problem can be helped through our products or services.

There are so many places where a testimonial can do the heavy lifting for you:

  1. On your website
  2. In your social media posts or reviews
  3. Lead pages and landing pages
  4. Lead magnets
  5. Lead generation campaigns
  6. Ad campaigns
  7. Credible review websites

One of the most effective ways to do this is by creating a system that captures this raw expression of their satisfaction with our product or service. What better way to do this than with a video testimonial?

Video doesn’t have to be complicated. In fact, it comes with the bonus of building even more trust with a client by taking them through the testimonial process and asking them the right questions. We’ve developed a sequence of seven questions that allow us to walk our clients through the process of how they achieved their most recent awesome results.

Sometimes video isn’t an option, and we can still use the questions above to guide them to the best written testimonial possible. You can also do a Facebook Live with the client to get more engagement and make it a fun experience.

It is worth investing time to get the best testimonials possible. A hastily written email testimonial from a client won’t cut it these days. A video testimonial can also tell you who will be an excellent candidate for being a brand ambassador for your business.

If you’re looking for some help creating an effective video testimonial, or to develop a strategy and system for capturing solid video testimonials, get in touch with Britton Ledingham at iEvolve Media. He’s happy to chat.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

How to create an automated drip marketing campaign to promote an event

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A drip campaign is a series of automated marketing emails sent to a targeted segment of your contacts with a clear goal. In this blog post, we’re going to look at creating a drip campaign aimed at promoting a webinar or live event. This sample campaign will act as a lead capture and it will send out reminders in the lead-up to the event, ensuring the most engagement possible and great turnout.

The success of a drip campaign needs to execute on the following fundamentals:

1. Create an event that people actually want. If you see a need you can meet through a product or service you offer, create engagement built around this, and use the event as a lead magnet.

2. Remind people of your event. People have busy lives, and one thing we sometimes overlook is that people can lose track or even completely forget about an event they are signed up for. Increase the frequency of reminders the closer it gets to the event. This may vary depending on how far in advance they are signed up. Use your own judgement on what you think is the best frequency for communication with your target audience and event. Here’s one sample approach:

3. Have a plan for those who miss the event. Sometimes we can do all we can to remind them of an event they were interested in, but life can get in the way. It’s important we don’t assume they are not interested, and we reach out to them to give them another chance to connect with us.

Here are some simple and creative ways we can use this type of automated drip marketing campaign.

1. Live Event: A networking event, training seminar, concert, gala, and so on.

2. Webinars: There are two types of webinars, live and pre-recorded. If you can do a pre-recorded webinar and still communicate high value, then do invest in this asset. You can also use a recorded live event for a pre-recorded session/training/webinar as long as you can strategize that ahead of time and have the proper legal covering to do so.

3. Scheduling an appointment or consultation: Time is valuable and we only have so much of it, but we can prep the client to be the most prepared for the consult. This will also add to positioning yourself as the guide to help solve their struggle.

The event you’re promoting doesn’t just use the list you’ve already created—it also acts as its own lead capture. You’re building your list and creating a captive audience that actually cares about your brand message and offerings.

If you need assistance with your drip strategy or building an effective campaign inside Infusionsoft, we would be happy to help you in any way we can. Just schedule a complimentary consult with us and we’ll go from there.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

How to build your brand’s email list through a lead magnet

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A lead magnet is a powerful tool for attracting a targeted audience. It needs to offer excellent value in exchange for their contact information. The lead magnet rewards them for their effort so you get a chance to nurture the potential client into further engagement with your products or services.

A lead magnet can take several forms. For example:

  1. Guides and reports
  2. Cheat sheets or handouts
  3. Toolkits and resource Lists
  4. Video training
  5. Software download or free trial
  6. Quiz or survey
  7. Assessment and testing

It’s important to consider that each person’s email address and name has monetary value. That means it will cost you something in order to get it. The price you pay—AKA your lead magnet—must align with your brand message and the solutions you can provide further down the road.

The lead magnet that will work best for you depends on the goal of your campaign and your brand message. Using the samples above as a guide, I’d advise keeping each lead magnet focused on a single topic. Ideally, it’s a topic you can expand on during your automated nurturing campaign, which will eventually lead to a conversion or sale.

When you’re developing your lead magnet, keep the following three points in mind:

1. Choose a clearly defined objective or topic. You may have a multi-faceted offering, but try to only choose one that addresses the internal struggle or conflict your potential client is having. This will be made clear in your lead capture system.

2. Show the client that you can guide them to the results they are looking for. Demonstrate your authority, credibility and empathy. Show them with just a taste that you understand their problem, and that you have the solution.

3. Lead them into a campaign that further builds trust between your brand and the client. This can be done automatically or through another offer within the lead magnet.

Always be clear and creative with your lead magnet and you’ll be on the right to track to converting better leads into sales. Remember to make sure the lead magnet has high value—because their contact information is valuable, too. Create it to speak to solving your potential client’s internal struggle or conflict so you can demonstrate you’re the best guide to walk with them along this journey.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

How to align your brand’s visuals with your brand message

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Once you’ve clarified your brand message, making it easy to communicate with your target market, you have the foundation laid to align your visuals with this brand messaging. If you’ve been following this series, you’ll know that your brand message can be expressed in a simple statement. It reflects and is reflected in the three parts of your brand and tells your target market what you’re about in just a few seconds. (If you’re still figuring out your brand message, check out how the Big BAM Process can help guide you through all the steps to create this key piece of your brand.)

Aligning your visuals and tweaking your marketing collateral to reflect your brand message is key to attracting the right clients. If your messaging is clear, but your content and visuals aren’t, it creates confusion, and doesn’t position you as a guide for your potential client. We can fix that. This doesn’t mean you need to start over with your visuals or rebrand at all. In fact, you can better align your visuals with your brand message starting right now.

Start Here: Align Your Website With Your Brand Message
There is a lot of science and psychology that happens when someone visits a website, and this can be a key factor in whether you win or lose a potential client.

Let’s start with what marketers call “above the fold.” This is the very first content you see when you go to a website. This is crucial. It’s where a lot of brands make some big mistakes. When people visit your website they should be able to understand what you are going to help them do in less than seven seconds. If that sounds like a good place for your brand message to be communicated—you’re right.

I see brands clutter this prime real estate with call to action (CTA) buttons and visually overwhelming content. Doing this makes a potential client work too hard—to decide if they want to click or ignore those buttons, or find the content they actually want. This creates subconscious resistance to your brand messaging and anything else you have to say to them later.

I recommend using both a direct CTA (such as a “Register Now” button) and a gentler transitional CTA (Such as an invitation to “Enter your email address for a free copy of our ebook.”) in the top-right of the website. Choose visuals that will reinforce your brand messaging. I typically advise my clients to keep the visuals minimal in the hero banner (that’s the main visual element above the fold) for the most effective results. A slider can work in this position, too, when two slides are used creatively, but can otherwise just be a distraction

The text you choose for the hero banner needs to address an internal struggle or conflict that you can solve. Below the hero banner, you might place the CTA or a brief sentence stating your solution to their problem, or showing empathy for that struggle while also implying you’re an authority who can bring them the solution. You want them to feel like they are in precisely the right place. Again, this all comes back to your brand message.

Need some help aligning your website to your brand or building a new website? Get in touch—we’d be happy to chat about how we can help.

Next Step: Apply Website Updates Across Your Online Presence
You can take the same messaging—your CTAs, your hero banner text, your visuals, etc.—and ensure your brand’s entire online presence reflects this message. That includes all of your social media platforms and anywhere else your brand lives.

Seek feedback from clients and create incentives or a reward system to show the value of the person’s time when you ask for their opinion.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

Your brand is so much more than a logo

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Most of the time when I ask a business owner about their brand message, they tell me about their products or services and explain how they think they’re the best at what they do. This isn’t their brand message. They tell me about these things passionately, but they’re almost trying to convince themselves of what they’re saying at the same time. I’m not the only one who will notice this hesitation.

A great brand deserves a thoughtful and powerful brand message. At BAM Create, we help our clients craft a brand message that does several things at once:

For example, with a client who specializes in video, we distilled their offerings, their unique approach and their target market into a succinct brand message that says it all: “Identifying your narrative, sharing your story.” They could use this alone as a tagline, or work it into an elevator pitch. It communicates a lot about the kind of video work they do to their clients, and is a clear statement of the kind of projects they will—or won’t—pursue.

Your awesome brand message supports your awesome brand. And let’s be clear, that brand is so much more than just a logo. A brand consists of three main parts. The first part is visual—it’s the face of the brand. This is commonly known as the Visual Identity. This consists of your logo and your collateral, all of which aligns with your brand message.

The second part of a brand is its Culture/DNA. This is where you establish your values and the type of company you are. Your Culture/DNA explains what you stand for and communicates this to attract like-minded individuals who share in the same ideals, passions, beliefs, and so on. It is supported by your visuals and is embodied in your brand message.

The third part is Client Experience (CX). This where most of your relationship is won or lost with each client. Their experience determines whether or not they will recommend your services to anyone they know. Client Experience is consistently overlooked—especially by startups—even though it is a key component to building a successful brand.

High-level brands succeed in large part because of the order of importance they give each of those three parts. That order is:

  1. Client Experience
  2. Culture/DNA
  3. Visual Identity

I believe in being client-centric. This doesn’t mean that the client is always right or we should just roll over. It means our focus is on building a relationship with our clients, turning them into brand ambassadors.

Clarifying your brand message is key to the success of your brand, and can position you to thrive. There is a correlation between your brand and your brand messaging. If you don’t have a fully defined brand, it’s going to be super difficult to communicate to your target market through a brand message. All three parts of your brand should align with your brand message, and should be confirmed through all of your marketing assets.

Are you ready to define your brand and solidify your brand message? We’ve got you covered. The Big BAM Process is a step-by-step approach to align your online and visual presence with your brand messaging. With a message that resonates with the right market, you’ll be in a position to attract your dream clients.

This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.

Introducing The Big BAM Process to solidify your brand and improve your marketing

Over the past decade, the BAM Create team has been working behind the scenes to help thousands of brands thrive. From startups to corporations, we’ve seen a pattern emerge when it comes to branding and marketing strategies that get results. Now, we’ve distilled those years of marketing experience into a straightforward process that is easy to follow to help people build not just businesses, but brand empires. We’re so excited to share the culmination of all our hard work with you. We call it the Big BAM Process, and it’s available now.

At its core, the Big BAM Process is a clear path to communicating your brand message to your dream clients. A great brand should be able to clearly communicate its brand message in less than 15 seconds (and no rambling allowed). It’s the right balance of information and intrigue to get ideal customers interested in more engagement with you.

Crafting that perfect brand message isn’t easy—but it’s also not impossible. When you immerse your business in the Big BAM Process with our online training, group sessions or live sessions, you’ll be able to view your offerings objectively, overcome blindspots that are easy to develop, highlight your unique value proposition and develop a clear brand message. Your brand message, the first step in the Big BAM Process, is key to taking your brand to new levels of success.

Within the Big BAM Process is the Big BAM Plan. Stay tuned to this blog series and you’ll get a taste of how the Big BAM Plan alone can improve your marketing results. And, if you want to exponentially increase your marketing efforts, going through the full Big BAM Process will do just that.

I am SUPER stoked to finally share the Big BAM Process with the world. I can’t wait to see how it’ll transform the next 1,000 businesses and position you to thrive, too. As you read the series, let me know how it’s going, or ask me a question by emailing me directly at joel@ievolvedesigns.com