The power of a brand evangelist can actually be stronger than any marketing you create yourself! Customer referrals and the rallying cries of happy customers can do wonders for your company because they present trustworthy feedback and real-life excitement from people who (typically) don't get paid to share their opinions. Alex Goldfayn, the author of "Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t)" explains in his book why you should build relationships with your repeat customers because they basically do the marketing for you.

Studies show that 84 percent of people trust an online review as much as a personal recommendation. When your customers show you love on social media, brag about your brand publicly and post positive reviews for your company and/or brand, they do wonders for your company. A brand evangelist is much more than just a happy customer; they go above and beyond your average customer because after they made a purchase they chose to spread the word via digital means. You should find and cultivate these customers and relationships since they are becoming more and more critical to your success.

Goldfyn explains it is up to you and your organization to nudge these satisfied customers in the right direction in order to become evangelists of your brand.