As someone working in marketing, you must have heard it too! Advocacy marketing is one of the rising marketing trends of 2022.
Advocacy marketing is one of the effective strategies that marketers rarely focus on. This is why if you want to get the word out about your products or services, you need to know what it is and how to implement it.
In this article, we will talk about what advocacy marketing is, why it is important and how to best implement it.
So, let’s get started!
What is advocacy marketing?
To put it simply, advocacy marketing is to get your customers to become your brand advocates. In this marketing strategy, the focus is on getting your current customers to talk about your brand, products or services. This strategy helps you turn your most enthusiastic customers into brand advocates.
Advocacy marketing can happen through different channels such as YouTube review videos, Facebook statuses, Instagram posts, Tweets, or following you and then sharing your content. Through this strategy, you get the ability to influence the way your customers talk about your brand to others.
Advocacy marketing is not just about your current customers talking about your products. Your brand’s employees could also be a great force for brand advocacy. Employee advocacy happens when companies use their employees to promote their messages. Just like customers sharing your brand’s message, employee advocacy can be a powerful tool to increase brand awareness and win customers’ hearts!
Now that we know what advocacy marketing is, it is time to see why this marketing strategy is important!
Why advocacy marketing is important?
Advocacy marketing has many benefits, this is why it should not be ignored by brands that want to stay ahead of the competition and increase their sales!
From lower costs to being one of the most effective ways of marketing, let’s take a look at why this strategy is important!
- The power of word of mouth
- Real people talking about real experiences
- Way more affordable than influencer marketing
The power of word of mouth
As you know, word of mouth is one of the most powerful tools in marketing. It is advertising triggered by customer experience. What could be better than this?
Word of mouth (WOM) is so powerful that over 90% of consumers trust WOM marketing recommendations over any other type of marketing.
Another study done in the United States shows that over 88% of shoppers research online before making a purchase. This is important because by using word-of-mouth marketing, brand advocates are a great source to help new customers make decisions about the products that they want to buy.
Through word of mouth, advocacy marketing allows brands to create awareness and trust about their services and products at scale. The more trust a brand creates, the more consumers it can convert and retain as loyal customers in the long run.
Real people talking about real experiences
Advocacy marketing creates authenticity since, in this marketing strategy, there are real people who talk about their experiences and promote the brand, its products, and services.
Advocacy marketing creates authentic brand awareness which can lead to an increase in sales. This is due to the fact that 83% of consumers place the most trust in the recommendations from their friends and family members. Besides friends and family, 66% of consumers trust the opinions of consumers they find online. This shows the importance of advocacy marketing and authenticity in advertising.
According to McKinsey, peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions. Moreover, 76% of individuals admit that they trust content shared by a “normal” person is more than content shared by a brand. This is why brands need to invest in advocacy marketing if they want to get ahead of their competition and stay in the game.
Way more affordable than influencer marketing
Being more affordable is one more reason as to why consider advocacy marketing over other marketing strategies.
Nowadays, influencers have become more and more popular. Many brands use them to advertise their products and services. This rising popularity is the reason why influencer marketing has become very expensive and saturated in the past few years.
One of the reasons is that influencers depend on sponsorships and advertisements to make a living. But brand advocates are different!
In comparison to influencer marketing, advocacy marketing is a much more cost-effective strategy. Using a community of advocates, companies can create brand awareness and introduce their products to a large audience. With a fraction of the budget they spend on influencers, brands can hit the same (or even exceed) KPIs employing brand advocates and implementing advocacy marketing.
How to implement advocacy marketing?
Advocacy marketing is all about satisfied and happy customers. Therefore, the whole approach to implementing advocacy marketing is to please the customer!
To make your customers happy, you need to closely investigate every stop in the customer journey and make it perfect. You only want your super happy customers to be talking about you out there.
But not every brand has the time or resources to do that now! This is why we gathered the top most important things you need to do to implement advocacy marketing and make your customers happy!
Create amazing products and services
The first step in making your customers happy and implementing advocacy marketing is to create amazing products and services. The quality of your brand’s products or services is the most important thing you need to focus on.
No matter how great your marketing campaigns are, if you do not provide your customers with a great experience, they will not become your brand’s advocates. So make sure your product is the best it can be!
Remember that a great product can cover the weaknesses of not-so-great marketing!
Make your customers’ experience memorable
Customers who have a memorable and excellent experience are more likely to become your brand’s avid supporters. This is key in advocacy marketing.
For each brand, the customer experience is different. Unboxing products, walking to a store, talking to a sales representative, or visiting an online shop all can be examples of customer experience.
If our customers have an unforgettable experience with your brand, it makes it easy for them to promote your business among their peers and share positive stories about your brand.
Provide excellent customer support
When your customers feel that they are well-treated by your brand, they are more likely to treat your brand well, too. This shows why having excellent customer support is important for implementing advocacy marketing.
Having a customer-first mentality in your company creates a natural sense of loyalty between your brand and your customers. This can motivate your current customers to promote your brand and attract new customers to your business.
You can build a customer-first culture in different ways. For example, you can listen to your customers and make them feel heard. Moreover, as a company, you need to stick to your word and deliver your products on time. Offering generous return and exchange policies is also a great way to build a customer-first mentality.
Use advocacy marketing tools
These tools help you build and manage an active community of advocates. For example, Pukket scans your social media accounts and with its amazing AI, identifies the most suitable advocates for your brand.
Pukket also allows you to reward your community of advocates. Suitable candidates are invited to join your community of advocates on Pukket where they collect points and win rewards for creating valuable content for your brand.
If you need more information and want to know more about our platform, do not hesitate to get in touch.