The term advocate and advocacy marketing get thrown around a lot. Some people think of advocates as people who post spammy messages on Facebook or LinkedIn, others closely align them with ambassadors and think of them as walking billboards. Do not be fooled; advocates are a powerful channel that could help just about any company grow. How? It’s simple — relationships.
Advocates are people who publicly support or recommend a particular product, cause or company.
Advocate Marketing (Advocacy Marketing) is the formalized way to manage company advocates and use them as a marketing channel. Relationships and Power
Advocates are a robust and scalable channel for both acquisition and retention. Often, advocacy programs are thought of as a simple way to generate referrals or to build brand awareness with potential customers. However, advocacy marketing also helps build stronger relationships with customers and puts your brand top-of-mind.
For example, think about a time you were looking for a new blow drier.
You walk into a store and find the aisle for blowdryersYou take a few minutes to pick up and compare modelsYou either: buy one and walk out or leave without buying anything
You walk into a store and find the aisle for blowdryersYou take a few minutes to pick up and compare modelsA store clerk approaches you, tells you about a few features and leaves you to decide on which modelYou either: buy one and walk out or go without buying anything
You walk into a store and find the aisle for blowdryersYou take a few minutes to pick up and compare modelsA store clerk approaches you, tells you about a few features and tells you how much they love Brand XYZYou either: buy one and walk out, think more about the model that the clerk suggested, or leave without buying anything
In this scenario, you have similar options and choices, but it isn’t until the clerk makes a suggestion does your decision process change. By suggesting a particular brand, the clerk helped narrow down your options — making it easier for you, the consumer, to decide which brand to purchase.
Advocate marketing takes this concept but applies it even before you get to the store.
This time, you walk in knowing which model your friend recommendedYou walk to the aisle for blowdryers and look through the modelsYour eyes scan for a few options, you see the one your friend recommendedA store clerk comes over to explain a few features, make a recommendation for another brand and leaves you to make your decision
This time around, you have two recommendations to process. However — statistically, 88% of people will go with the suggestion that their closest relationship has recommended unless the other party is an industry expert. Now imagine if you could find a way to connect with a buyer before they even enter a store or online shop? You probably already have people who love and talk about your product, imagine if you knew who they were? Or if you could reward them for promoting your product to even more people?
With advocate marketing — you can.
Check out our plug and play advocacy program platform, or ask our team of experts how advocate marketing can help your company grow!
Groups and engagement are key ways to grow and learn from your customer base. The best part of an active and engaged community is that it’s scalable.
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