Internet advent has remarkably changed the way consumers make their purchase decisions. It’s no longer easy for brands to convince their target consumers that they are the best ones to solve their needs. And because research shows that consumers trust their friends more than brands, businesses are starting to incorporate advocacy management platforms in their marketing strategies to overcome that problem.
Why to go for an advocacy management platform?
Besides being cost-effective, word of mouth marketing has always been the most effective way of promoting a product of service. In fact, according to McKinsey Quarterly, April 2010, the sales generated through this form of marketing are more than twice of the paid advertising’s. Besides a report by Deloitte shows that customer advocacy results in a high customer retention rate of 37%. However up until now only 20% of all brands have incorporated advocated programs in their marketing activities.
In case you’d intend to create an advocacy program, it’s important to note that there’s a wide range of management platforms to choose from. Also, identifying the best for your business may be a daunting task. However, the decision will be easier to make if you consider the following:
1. Your audience
First and foremost, you need to have in-depth knowledge about your target audience/ customers. Some of the essential information you should seek to find out include what they love and care about, where they tend to hang out online, and the type of content they prefer (videos, blog posts, short posts…). As for the preferred content, you can perform an analysis of your social media posts and website content. Identify the content forms that attract the most traffic and user engagement. The information will help you to identify the management platform that’s most compatible with their favorite content.
2. Success parameters
Once you’ve established the go-to online platforms for your audience and their preferred content, you should now define your advocacy program’s KPIs and the metrics you’ll use to measure it. You can choose to measure the success using the number of video views, click-throughs, conversions, reach level, or engagement level, among other commonly used metrics. All in all, ensure that the metrics that you choose is in line with your goals for the program.
Also, it’s crucial that you identify the people who you expect to make the program most successful. Are they a couple of influencers or tens or hundreds of employees or customers? The information will go a long way to helping you figure out the platform that will provide the success-drivers with the tools they need to spread the word about your business.
3. Your budget
When you are exploring an advocacy management platform, you’ll realize that different platforms have different price tags for various products and services. However, some are free. But if you want more personalized and unique features/tools, you might decide to pay a few bucks for the premium benefits. Essentially, advocacy marketing should help you cut down on your cost of customer acquisition and improve your retention rate.
It’s advisable to have a reasonable estimate of the amount of money that you intend to spend on the platform from the very word go. Then, confirm if the expenses you are likely to incur on the platform are within the budget. If they are not, consider another platform with the tools that you need and a cost that you can afford without interfering with your other business financial obligations.
Many small and medium-sized businesses can’t afford to employ a person whose work is exclusively is advocacy management. If your organization is one of them, then you need an advocacy management platform that’s easy to use but with the tools that will support your program. Pukket currently offer free media, marketing and set up assistance for this purpose.
A complicated program will take you and your staff a long time to understand its functionality. Consequently, other activities in your business might suffer because you’ve diverted the attention they deserve to learn the platform. You don’t want a platform that will require you to undergo serious training now and then. The hassle of contacting the support nearly every time you want to use their software is quite hectic. You don’t have to go through all such hassle. Choose a new-technology platform with an intuitive design for easy and smart advocacy management.
The technology is changing and so do the marketing trends. The tactics that work today might be outdated a couple of years down the line. As such, the platform that you choose should be on toes to keep abreast of the changes. Check out its commitment to providing a better user experience through regular system updates that are in line with emerging technological changes and users’ needs. Pukket is scalable to any region or language you choose to. It can additionally integrate with the social media platform of your choice.
Choosing the right advocacy management system is crucial for your marketing efforts. Therefore, it is an exercise that you should perform diligently, considering the above factors, among others. To find out more about Pukket’s social advocacy management and rewards platform please visit www.pukket.com/business