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Promote your fans, not yourself

This is a post from our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day.

When you use your resources to promote your fans instead of yourself, you create a much more interesting conversation.

The bigger the brand, the bigger the spotlight they have to feature the work and passions of their customers.

Think about it this way: Harley has one of the sexiest brands out there. They can get away with a lot more self-promotion than most of us because the stuff they make and promote is inherently cool.

But they’re actually one of the best at featuring their fans — and they get a huge word of mouth boost from it. Even for a brand this fascinating, it’s still more fun to talk about all the cool stuff their customers are doing.

Check out their “Your Rides” community on their website for an example of how they do it. It’s where fans upload pictures of their custom and modified bikes, and other fans comment and rate them.

How could you show off your fans and customers?

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Comments

  1. David Black December 28, 2013 at 5:26 pm #

    I think most people don’t promote themselves or their fans but the product or service they’re offering – You’re right though, just as we know ‘word of mouth’ is one of the best forms of advertising, getting fans to show how the product benefits them is ideal.

  2. Rick Noel December 30, 2013 at 1:55 pm #

    Great points Andy. Social media provides us a great megaphone to amplify word of mouth by mentioning and tagging fans, sharing their posts, activities which can be mutually beneficial in the ways you outlined in your post.

    The same benefits apply to employer/employee relationships. The most successful leaders recognize and promote their team’s contributions over and above their own.

What do you think?