{"id":4365,"date":"2020-02-19T20:26:17","date_gmt":"2020-02-19T20:26:17","guid":{"rendered":"https:\/\/prettylinks.com\/?p=4365"},"modified":"2020-08-03T19:50:33","modified_gmt":"2020-08-03T19:50:33","slug":"attract-brand-advocates","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/","title":{"rendered":"O que s\u00e3o defensores da marca (e como voc\u00ea pode atra\u00ed-los)?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69ef2115b49da\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69ef2115b49da\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#An_Introduction_to_Brand_Advocates_and_Their_Benefits\" >Uma introdu\u00e7\u00e3o aos defensores da marca e seus benef\u00edcios<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#4_Tips_for_Attracting_More_Brand_Advocates\" >4 dicas para atrair mais defensores da marca<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#1_Thank_Your_Customers_With_Unexpected_Rewards\" >1. Agrade\u00e7a seus clientes com recompensas inesperadas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#2_Create_Hashtags_for_Social_Media_Users\" >2. Crie hashtags para usu\u00e1rios de m\u00eddia social<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#3_Encourage_Feedback_Through_User_Reviews\" >3. Incentive o feedback por meio de avalia\u00e7\u00f5es de usu\u00e1rios<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#4_Offer_a_Rewarding_Loyalty_Program\" >4. Ofere\u00e7a um programa de fidelidade gratificante<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/pt\/blog\/attract-brand-advocates\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Muitos consumidores dependem de recomenda\u00e7\u00f5es para informar suas compras. O simples uso de an\u00fancios para promover seus produtos e servi\u00e7os muitas vezes n\u00e3o \u00e9 suficiente. Se voc\u00ea n\u00e3o tiver ningu\u00e9m falando sobre sua empresa, sua marca pode estar perdendo.<\/p>\n\n\n\n<p>\u00c9 a\u00ed que os defensores da marca podem vir em seu socorro. Essas pessoas podem recomendar sua marca por meio da m\u00eddia social e para amigos, familiares e outros contatos. \u00c9 mais prov\u00e1vel que as recomenda\u00e7\u00f5es deles sejam vistas como confi\u00e1veis do que o marketing direto, o que permite atrair novo tr\u00e1fego e aumentar o perfil da sua empresa.<\/p>\n\n\n\n<p>Neste artigo, exploraremos o que s\u00e3o os defensores da marca e como eles podem benefici\u00e1-lo. Em seguida, veremos algumas dicas sobre o que voc\u00ea pode fazer para recrut\u00e1-los. Vamos come\u00e7ar!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_Introduction_to_Brand_Advocates_and_Their_Benefits\"><\/span>Uma introdu\u00e7\u00e3o aos defensores da marca e seus benef\u00edcios<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/sproutsocial.com\/glossary\/brand-advocate\/\" target=\"_blank\">defensor da marca<\/a> \u00e9 qualquer pessoa que fala abertamente sobre seu amor por sua empresa. Pode ser uma pessoa comum, comum, que promove ou recomenda sua empresa em seus perfis de m\u00eddia social ou algu\u00e9m que j\u00e1 tenha seguidores.<\/p>\n\n\n\n<p>Os defensores da marca podem incluir clientes satisfeitos, parceiros comerciais, funcion\u00e1rios e <a rel=\"noreferrer noopener\" aria-label=\"at\u00e9 mesmo influenciadores (abre em uma nova guia)\" href=\"https:\/\/affiliateroyale.com\/tag\/influencer-marketing\/\" target=\"_blank\">at\u00e9 mesmo influenciadores<\/a>:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Advocate-Example-1024x654.jpg\" alt=\"Um exemplo de influenciador.\" class=\"wp-image-4366\" width=\"800\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Advocate-Example-1024x654.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Advocate-Example-300x192.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Advocate-Example-768x491.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Advocate-Example.jpg 1168w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Ao defend\u00ea-lo, essas pessoas est\u00e3o divulgando organicamente o conhecimento da marca. At\u00e9 mesmo os clientes comuns com poucos seguidores nas m\u00eddias sociais podem ser ben\u00e9ficos, pois voc\u00ea alcan\u00e7ar\u00e1 seus amigos, familiares e conhecidos por meio deles.<\/p>\n\n\n\n<p>Afinal de contas, as pessoas confiam nas pessoas que mais conhecem e est\u00e3o mais propensas a ouvir seu melhor amigo ou seu influenciador favorito em compara\u00e7\u00e3o com os an\u00fancios tradicionais. Com isso em mente, vamos ver como voc\u00ea pode reunir mais defensores da marca para sua empresa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Tips_for_Attracting_More_Brand_Advocates\"><\/span>4 dicas para atrair mais defensores da marca<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Embora os influenciadores geralmente busquem algum tipo de pagamento em troca de seus endossos, essa certamente n\u00e3o \u00e9 a \u00fanica maneira de conquistar defensores. Ao aplicar as estrat\u00e9gias corretas, voc\u00ea n\u00e3o precisar\u00e1 necessariamente pagar seus seguidores para que divulguem sua empresa. Aqui est\u00e3o quatro das melhores medidas que voc\u00ea pode adotar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Thank_Your_Customers_With_Unexpected_Rewards\"><\/span>1. Agrade\u00e7a seus clientes com recompensas inesperadas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u00c9 natural gostar da ideia de ser recompensado por fazer ou comprar algo. Seja por obter um desconto em sua pr\u00f3xima compra, receber uma nota de agradecimento ou receber um brinde, <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.shopify.com\/blog\/thank-your-customers\" target=\"_blank\">os clientes querem ser agradecidos<\/a>.<\/p>\n\n\n\n<p>Essa pode ser uma despesa pequena e geralmente vale a pena. Ao dar algo de volta aos clientes diretamente, voc\u00ea pode instilar a fidelidade \u00e0 marca ao cultivar uma conex\u00e3o mais genu\u00edna.<\/p>\n\n\n\n<p>Uma das melhores maneiras de promover um relacionamento significativo \u00e9 reservar um tempo para personalizar seus presentes. Isso pode significar incluir o nome de cada cliente em um cart\u00e3o ou e-mail, ou dar a eles um desconto espec\u00edfico para seu produto favorito. <\/p>\n\n\n\n<p>Quando um cliente est\u00e1 satisfeito com a sua empresa, \u00e9 mais prov\u00e1vel que ele a promova positivamente nas m\u00eddias sociais e no boca a boca. Em \u00faltima an\u00e1lise, a boa opini\u00e3o dos clientes pode ser inestim\u00e1vel para divulgar organicamente o reconhecimento da marca.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Create_Hashtags_for_Social_Media_Users\"><\/span>2. Crie hashtags para usu\u00e1rios de m\u00eddia social<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u00c9 claro que existem m\u00e9todos para melhorar o reconhecimento de sua pr\u00f3pria marca. De fato, uma t\u00e9cnica popular \u00e9 criar uma hashtag exclusiva para sua empresa. As hashtags s\u00e3o facilmente pesquis\u00e1veis nas m\u00eddias sociais e, portanto, s\u00e3o uma \u00f3tima maneira de promover seus produtos:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Hashtag-Example-1024x490.jpg\" alt=\"Um exemplo de hashtags de marca sendo usadas no Instagram.\" class=\"wp-image-4367\" width=\"768\" height=\"368\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Hashtag-Example-1024x490.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Hashtag-Example-300x144.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Hashtag-Example-768x368.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Hashtag-Example.jpg 1166w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p>Em geral, as campanhas de hashtag de qualidade incluem fortes chamadas para a\u00e7\u00e3o (CTAs), como na campanha <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/wedevs.com\/141859\/user-generated-content-campaigns\/\" target=\"_blank\">Hashtags da Coca Cola<\/a> acima. Al\u00e9m disso, eles tamb\u00e9m s\u00e3o uma maneira f\u00e1cil de <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/sproutsocial.com\/insights\/create-a-hashtag\/\" target=\"_blank\">incentivar os defensores da marca a compartilhar<\/a> sua campanha. <\/p>\n\n\n\n<p>Como primeiro passo, <a href=\"https:\/\/instapage.com\/blog\/how-to-use-hashtags\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"considere quantas hashtags (abre em uma nova guia)\">considere quantas hashtags<\/a> voc\u00ea deve usar em cada plataforma de m\u00eddia social. Por exemplo, as publica\u00e7\u00f5es no Twitter e no Facebook tendem a se sair melhor com uma ou duas hashtags. Em contrapartida, as campanhas do Instagram prosperam com o maior n\u00famero poss\u00edvel de hashtags.<\/p>\n\n\n\n<p>Al\u00e9m disso, tente manter as hashtags espec\u00edficas de sua marca curtas e objetivas para que sejam mais f\u00e1ceis de lembrar. Ao mesmo tempo, \u00e9 importante ser \u00fanico se quiser que suas hashtags sejam compartilh\u00e1veis. Portanto, n\u00e3o tenha medo de ser criativo e inclua hashtags informais e at\u00e9 mesmo humor\u00edsticas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Encourage_Feedback_Through_User_Reviews\"><\/span>3. Incentive o feedback por meio de avalia\u00e7\u00f5es de usu\u00e1rios<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As pessoas geralmente recorrem \u00e0s pessoas que conhecem para obter recomenda\u00e7\u00f5es sobre o que precisam. Ao mesmo tempo, hoje em dia, as pessoas tamb\u00e9m est\u00e3o confiando mais em <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/econsultancy.com\/how-to-encourage-online-reviews-and-reasons-why-you-should\/\" target=\"_blank\">em avalia\u00e7\u00f5es on-line<\/a>. Com isso em mente, pode ser ben\u00e9fico para sua marca manter uma presen\u00e7a em sites de avalia\u00e7\u00e3o relevantes.<\/p>\n\n\n\n<p>Afinal de contas, as pessoas usam muitas plataformas diferentes. Portanto, ao divulgar sua presen\u00e7a, voc\u00ea aumenta suas chances de obter feedback positivo:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Review-Example.jpg\" alt=\"Um exemplo de feedback por meio de uma avalia\u00e7\u00e3o positiva do usu\u00e1rio.\" class=\"wp-image-4368\" width=\"736\" height=\"454\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Review-Example.jpg 981w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Review-Example-300x185.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/01\/Brand-Review-Example-768x474.jpg 768w\" sizes=\"auto, (max-width: 736px) 100vw, 736px\" \/><\/figure><\/div>\n\n\n\n<p>As avalia\u00e7\u00f5es on-line oferecem a voc\u00ea uma plataforma para abordar qualquer coment\u00e1rio negativo. Ao responder \u00e0s preocupa\u00e7\u00f5es e ajudar a resolver os problemas de maneira \u00fatil e imediata, voc\u00ea pode transformar clientes antes insatisfeitos em novos defensores.<\/p>\n\n\n\n<p>Por outro lado, <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/prettylinks.com\/pt\/blog\/encourage-user-generated-content\/\" target=\"_blank\">cr\u00edticas positivas<\/a> funcionam como promo\u00e7\u00e3o gratuita para sua marca. Para tirar proveito desse fato, tente facilitar ao m\u00e1ximo o processo de deixar uma avalia\u00e7\u00e3o. Voc\u00ea pode fazer isso usando v\u00e1rias m\u00eddias sociais e sites de avalia\u00e7\u00e3o. Depois, voc\u00ea pode pegar os melhores depoimentos e exibi-los em seu site.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Offer_a_Rewarding_Loyalty_Program\"><\/span>4. Ofere\u00e7a um programa de fidelidade gratificante<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Por fim, oferecer um <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/acquire.io\/blog\/customer-loyalty-program\/\" target=\"_blank\">programa de fidelidade<\/a> pode transformar os clientes em defensores da marca. Em resumo, um programa de fidelidade oferece recompensas aos clientes sempre que eles usam a sua empresa.<\/p>\n\n\n\n<p>Empresas como a Starbucks usam pontos que podem ser somados a bebidas, alimentos ou mercadorias gratuitas. A Sephora faz algo semelhante. Toda vez que voc\u00ea compra algo, ganha pontos. Ent\u00e3o, quando tiver pontos suficientes, voc\u00ea poder\u00e1 us\u00e1-los para obter um presente gratuito todo m\u00eas.<\/p>\n\n\n\n<p>Ao oferecer algo genuinamente desej\u00e1vel, voc\u00ea pode incentivar seus clientes a voltarem sempre. Essa fidelidade pode se traduzir em um <a aria-label=\" (abre em uma nova guia)\" rel=\"noreferrer noopener\" href=\"https:\/\/blog.hubspot.com\/service\/customer-referral-program\" target=\"_blank\">programa de indica\u00e7\u00e3o de clientes<\/a> para disseminar ainda mais o conhecimento da marca entre familiares e amigos. Quando voc\u00ea tiver clientes satisfeitos, eles estar\u00e3o mais inclinados a se tornarem defensores da marca. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Os defensores da marca podem ser um ativo valioso. Eles podem promover seus servi\u00e7os e influenciar seus familiares, amigos e seguidores. Uma vez que voc\u00ea os tenha em seu campo, ser\u00e3o os defensores da marca que far\u00e3o grande parte do trabalho bra\u00e7al para sua empresa.<\/p>\n\n\n\n<p>Vamos recapitular algumas das etapas que voc\u00ea pode seguir para recrutar mais defensores da marca:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Ofere\u00e7a recompensas ou reconhecimento aos seus clientes para criar uma conex\u00e3o entre eles e sua marca.<\/li><li>Crie hashtags nas m\u00eddias sociais para incentivar o conte\u00fado gerado pelo usu\u00e1rio.<\/li><li>Incentive o feedback dos clientes para criar confian\u00e7a e desenvolver poss\u00edveis defensores.<\/li><li>Ofere\u00e7a um programa de fidelidade que recompense e aumente o relacionamento entre voc\u00ea e seus clientes.<\/li><\/ol>\n\n\n\n<p><em>Voc\u00ea tem alguma d\u00favida sobre os defensores da marca? Se sim, conte-nos na se\u00e7\u00e3o de coment\u00e1rios abaixo!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Muitos consumidores dependem de recomenda\u00e7\u00f5es para informar suas compras. O simples uso de an\u00fancios para promover seus produtos e servi\u00e7os muitas vezes n\u00e3o \u00e9 suficiente. Se voc\u00ea n\u00e3o tiver ningu\u00e9m falando sobre sua empresa, sua marca pode estar perdendo. \u00c9 a\u00ed que os defensores da marca podem vir em seu socorro. Essas pessoas podem recomendar sua marca por meio da m\u00eddia social e...<\/p>","protected":false},"author":11450,"featured_media":4478,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[11],"tags":[140,21,60,136,61],"class_list":["post-4365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brand-identity","tag-branding","tag-social-media","tag-social-media-links","tag-social-media-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Brand advocates can be a useful asset for promoting your business. 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