Ambassadors, the secret ingredient in your content strategy?
Your content strategy probably states how you want to tell your (potential) customers your story and message. But do you always play the lead role? Try to replace yourself with ambassadors and give the floor to them. You will be amazed by the impact they have on the relationship with your customers. Hoya Lens Belgium is already setting a good example.
Name your own customers as ambassadors
It is no secret that word of mouth is still the most effective way to attract and retain customers. This is mainly reflected in the growth of influencer marketing and brand advocacy. Someone who talks about his or her experiences with a product or brand is more credible than a brand talking about itself.
No need to search for ambassadors far and wide. Take a look at your own customers and make them real brand ambassadors. This is a good way to strengthen your relationship and also helps to find new customers at the same time.
How? Look at customer needs and offer relevant solutions and answers. This gives them the final push to connect themselves to your brand. An essential part of this process is creating valuable content.
HOYA’s See Eye Care Content, a clever piece of content marketing
Hoya Lens Belgium’s See Eye Care Content shows how a brand can successfully reinforce its story. This by using the voice of its best ambassadors, in this case the independent opticians. An award-winning strategy.
While big brands such as Pearl and Hans Anders hand out one seductive discount after the other, smaller independent opticians must fight for the attention of its potential clients. This is where HOYA offered to help the opticians with its “See Eye Care Content”.
Smart content strategy: the building blocks of See
Thanks to the “See Eye Care Content” program, HOYA offers its customers, the independent opticians, personalized and smart content marketing. In this way, they each build their own brand and audience. Armed with online eye care content on seemagazine.be and the See Facebook page, a fully personalized magazine and its own augmented reality video commercial, the opticians defend their place in the field in a professional manner.
The face of the ambassadors
HOYA manages to involve his best ambassadors in an effective content marketing strategy. Not HOYA, but the opticians are put in the spotlight, which means they can adopt the face of their customers and make it their own. But HOYA does not only strengthen his relationship with the opticians. By taking care of your eyes with the best possible solutions, which is essentially HOYA’s mission, the brand also spreads his reach. In the end, this leads to more store traffic and an additional sale of high-quality optic lenses.
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