Aside from the seismic impact this could have on the way organizations are run and marketed, it is also creating new opportunities for those whose voice was previously limited to their personal conversations.
Advocacy Marketing, the effective methodology for generating clients
Customers, or at least a very specific subset known as brand hungary phone number list ambassadors , are now taking the lead as primary marketing focuses due to their maturing place in the buyer’s journey .
This new appreciation and search for more advocates begins with identification within a database, cultivation based on shared values, and finally recognition. Beginning with the last part of this process; recognition, we ask ourselves how best to keep “ Advocacy ” clients attached to our efforts and keeping them engaged. Do we pay them, reward them in some other way, or simply recognize them privately or publicly (or both)? The answer lies in the motivation of that individual.
Without a doubt, our ongoing role as a brand or marketing entity is to ensure that we deliver on our brand promise. This means going so far as to acknowledge that we are human, and occasionally make mistakes with the encouragement of advocates. Surprisingly, correcting those mistakes often strengthens a brand in the eyes of its customer base.
In short, aligning marketing messages with a customer’s expressed interest or passion on social platforms starts an ongoing conversation.
The power of Advocacy Marketing
While loyalty programs have largely failed in their promise of retention, clients who foster advocacy marketing communicate the passion needed to recruit others. An advocate client becomes the main character in a story that holds weight and remains memorable. Evaluating a program's performance to find or create more advocate clients exponentially increases sales growth. And, with the help of a mobile advocacy platform, even the smallest merchant can strategize to leverage their most valuable resource...their loyal, satisfied customers!
Ultimately, advocacy marketing turns loyal customers into the most effective sales force available, as 92% of consumers trust recommendations from family and friends, and today’s ever-changing social media landscape opens up a new world of advocacy opportunities to leverage and motivate an organization’s most important marketing assets: engaged employees, happy customers, and trusted partners.
The 4 processes of Advocacy Marketing
We can distinguish four types of authentic content that can be produced through customer advocacy:
Validation: The brand highlights how it is having a positive impact on a client’s business. This can be in the form of customer case studies, referrals, and social sharing.
Education: The goal is to help current customers use a product or service better. This can be in the form of company forums, communities or hubs, as well as brand ambassadors who can help customers troubleshoot problems.
Dedication: The brand highlights customers who are the epitome of success. This can be in the form of referral programs.
Inspiration: Brands can turn to their advocates to continue to grow the company’s relationship and offerings. This can be in the form of customer advice and other business collaborations.
Advocacy Marketing Strategies
In addition to the 4 processes outlined above, there are these simple strategies to consider, as they can help any company to boost promotion (and improve their business at the same time).
Be aware: The company should strive to be as consistent as possible in all of its transactions. Customer service should respond to questions within a certain time frame. Products should be shipped within a certain number of days. The website should be available to the extent possible. When customers know they can trust a company to do things a certain way, they are more likely to advocate for it, as customers do not want to suggest things they think other people won't like.
Delivering a great experience: Customers make purchases and expect to get a certain value out of that purchase, and ultimately judge companies by how well the product they get matches their expectations. By making them feel like they have received more than they have paid for, it is possible to create a better customer experience, and satisfied customers are more likely to advocate for the company in the future.
Build brand awareness : Customers rarely advocate for companies they have forgotten. A strong brand narrative can help the customer remember who the company is and how it helped them.
