Members of community of advocates

3 questions to ask when you are inviting users to join your community of advocates

Can you remember the last time you bought something online or in a store? You most probably looked it up on the Internet and read online reviews about it. Or maybe it was recommended to you by one of your family members or friends? If you are one of those people who read online reviews or make purchases based on recommendations, we have to say that you are not alone! Either way, before purchasing something, we want to make sure that our hard-earned money is going to be spent on something that has high quality and totally worth the investment we are making.

What do stats say?

About 91% of consumers read online reviews before deciding to buy a product, and 88% of people trust online recommendations as much as personal recommendations! So, as a business, no matter how small or large, it’s wise to invest in an online community of advocates. They love your product and want to introduce it to others so others can have a joyful experience as well.

But in this article, we are not going to talk about the importance of advocacy marketing and the community of advocates! This article is intended for two groups:

  1. those want to start a community of advocate,
  2. and those who who already have a community.

Both of these two groups need to know what kind of users they should invite to their community of advocates. We have gathered here a list of questions for you to ask yourself whenever you want to add a new member to your community of advocates:

  • Do they produce high-quality content?
  • What kind of audience do they have?
  • How often do they communicate with their audience?

Answering these questions will help you create an engaged and valuable community. A community that is going to boost your brand’s online presence and, hopefully, sales, too.

Do they produce high-quality content?

When deciding whether or not to invite someone to join your community of advocates, it is a good idea to take a look at the content they have created on their account.  This becomes extensively important when you plan to publish these user-generated content or UGCs on your brand’s official communication channels.

(Important note! We have written a whole article about the importance of user-generated content, so if you are looking to learn more, be sure to check it out).

You may want your advocates to have high standards when it comes to publishing content about your brand. But keep in mind that setting your measures too high might result in fewer candidates qualifying to be in your community. This means it can be difficult to find users who match your expectations. Thus, there might be not enough of them out there so that you can actually form a “community” of advocates.

Another noteworthy point to consider here is that your brand might have a particular visual style and aesthetics. Whereas, the point of creating a community of advocates is something else. Some of the benefits of community of advocates are: building lasting relationships with your existing customers, boosting loyalty and getting your word out to as many people as possible. You can reach a broader group of people with diversity. When the content your community of advocates creates is more diverse in style and aesthetics, you can reach more people. 

What kind of audience do they have?

As mentioned earlier, one of the reasons brands implement advocacy marketing strategies is to reach a broader and larger audience. Therefore, it is essential to know if the users you want to invite to your community of advocates have the right audience for your brand.

In terms of numbers, people usually think that the higher the number of followers, the better a user is to become one of your brand’s advocates. This is generally true that users with more followers have a larger audience and their content is seen by more people. However, those who have fewer followers on their accounts tend to have more genuine relationships with their audience.

This is of great importance because you want people to hear about your brand from someone they trust; you want them to feel that a reliable friend is recommending them your products and services to their friends and family. And users that do not possess a vast base of followers usually make people feel that way. So, if you want to build and develop an influential community of advocates, do not just go for the influencer-type of users. More users with a smaller-size audience usually do the job better.

How often do they communicate with their audience? 

When choosing which users to invite to your community, their activity matters. It is always a good idea to check how active their online presence is. Seeing how often they communicate with their audience is a crucial factor in determining if they are a good fit in your community of advocates.

Usually, you want your potential advocates to be active. You want them to share pictures and videos, respond to their followers in the comments, and post stories (only applicable to public profiles). For example, a user that has not posted something on their account in more than 6 months is probably not a good candidate to join your community of advocates. You want those who are passionate about social media and creating content.

However, your potential advocates should not be over-active. Their activity should not seem like they are spamming their audience with too many stories in order to just be active. You want them to be genuine. So, when they recommend something to their audience, they will be willing to trust their recommendation. Being over-active usually does not foster trust.

Last words

So, these are 3 questions you need to ask when you are adding users to your community of advocates. This way you can make sure that you are cultivating the right community for your brand. But if you do not feel like doing all of these by yourself, Pukket is here to do it for you! With Pukket, you can create a compelling and engaging community of advocates. You can build long-term relationships and reward your advocates for creating content and getting the word out!

Get in touch if you need more information!