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5 Tips to Make Your Community of Advocates More Active

The competition for getting the customers’ attention has never been this fierce. Nowadays, every brand is trying to reach more people and convey its message to a new audience. Implementing advocacy marketing at a large scale is one of the latest trends in the realm of digital marketing. However, not all brands have the essential capabilities to implement advocacy marketing campaigns successfully. In this article, we discuss why some brands struggle to run advocacy marketing campaigns successfully. Then, we talk about how they can improve their advocacy marketing campaigns.

So, let’s get started!

Why is it hard for some brands to run advocacy marketing?

Simply put, there is only one reason behind some brands’ struggles with advocacy marketing campaigns, and that’s the absence of a strong and active community. However, the reason why their community is not active might vary for each brand.

These are the typical reasons why a brand’s community is not active:

They are just introduced to the market

It is only natural for the brands that are just introduced to the market to not have an active community. Such brands may not be well-known by mass consumers in the early days. Due to the consumers’ unfamiliarity, these brands might find it difficult to successfully implement advocacy marketing on a large scale. Community building is a medium- to long-term strategy that requires time, investment, and resources to succeed.

Their social media account is new

Brands that have just started their social media activities are the next group of brands that may face difficulties to launch advocacy marketing activities. In other words, unless you are a famous actor like Jennifer Aniston or Johnny Depp, joining a social media platform does not mean you get many followers at the beginning. Therefore, to implement a successful advocacy marketing strategy, it is best to have an active pre-existing online community. And to build an online community, you need to have a network of followers. As we all know, it’s not an easy job to grow those numbers quickly! 

They haven’t kept their community engaged

The final reason why a brand might struggle to implement advocacy marketing is that it has not kept its online community active. A brand may be very well-known among the consumers, and it also may have a long-standing social media account. But, these two don’t necessarily guarantee success in implementing advocacy marketing. If you don’t constantly communicate with your followers and continuously keep them engaged, soon it will result in an inactive community. This is why engaging with your community is essential. 

What brands can do when their communities are not active

Now that we have talked about causes resulting in in-active communities, let’s talk about what you can do to activate your community and benefit from implementing advocacy marketing. Keep in mind that if your brand doesn’t have an active community, it doesn’t necessarily mean that you cannot run advocacy marketing campaigns. There are various ways you can turn the table and take advantage of advocacy marketing.

Announcing it on your social media account

One of the best ways to increase activity and engagement among the members of your community is through your social media account. By announcing that you want to run an advocacy marketing campaign on your social account, you can increase the number of people that take part in your campaign or challenges.

And you don’t always need to use the social media platform you are currently using to hold the challenge. You can take advantage of other social media platforms where you have a larger following. Imagine you are trying to implement advocacy marketing on Instagram. Announcing your advocacy marketing campaign on other platforms such as Twitter or TikTok can increase the number of participants.

Working with influencers

If you don’t have a large enough follower base (basically less than 25K people), working with influencers can become a great strategy. Influencers typically have active and large communities following them. Brands can benefit from these active communities and leverage their power to implement advocacy marketing where the influencer invites them to take part. Working with influencers is a great way to attract more people to participate in your advocacy marketing challenges and campaigns. 

Setting different or grand rewards

When you don’t have an active community, one way to get people’s attention to your advocacy marketing activities is by setting grand prizes and a varied reward programme. Grand prizes can be extremely appealing in attracting people to participate in a campaign or challenge. You should be setting exclusive rewards for your challenges or hold a raffle draw with a large prize. If you need more information about setting your rewards, be sure to check this article on Pukket’s blog about rewarding your community of advocates.

Using the brand’s official website

Many of your brand’s customers probably interact with your website regularly. As mentioned earlier, to successfully implement advocacy marketing, you need people to take notice of your campaign and to participate in your activities. This is why featuring your advocacy marketing campaign or challenge on your website can increase the number of participants. You can dedicate a corner of the website to your advocacy marketing announcements. Moreover, you can design a pop-up to notify your customers about the campaign you are running. 

Mentioning it on emails and newsletters

Newsletters and email communications are also great ways to increase the number of active members in your community. Those customers who have subscribed to your newsletters or are receiving purchase confirmations emails from you are most likely very engaged with your brand. Why not use this sense of belonging to your advantage and invite them to your community? Promoting your challenge on your brand’s newsletters can definitely help you successfully implement advocacy marketing.

Using the physical products or events to get the word out about your community

This tip can be really helpful to those brands that are just entered the market. Typically, such brands do not have a large customer base. This means that their community is probably small. One of the best ways to activate their community is to use the physical product and directly invite their customers to their community. For example, they can print something about their community activities on the packaging of their products. Or they can provide a flyer with the product, inviting their customers to their community. Moreover, you can also use your events or offline marketing campaigns as an opportunity to get people to find out about your community.

Using the 5 tips mentioned above can be extremely helpful for making your community of advocates more active. Besides these tips, you can always rely on your own creativity to bring the advocates in your community closer to your brand and to each other!