Influence of Brand Advocates in Business Marketing
We live in a consumer-driven world where word-of-mouth and peer recommendation influences us more than ever. Every day we hear people talk about their experiences with companies while having conversations over coffee or on social networks. We become more inclined to the public’s opinion. We read feedback, recommendations, and comments – both negative and positive – before making a decision on what products or services to purchase.
This is one reason why brand advocacy helps boost the marketing efforts of your business.
Advocacy becomes more powerful when real and credible consumers willingly share their great experiences with others. As an example, Apple has passionate customers spreading word-of-mouth about their great experiences on their iPods, iPhones, iPads, and Macs – which somehow did the selling for them.
Understanding Brand Advocates
Your brand advocates are your loyal customers and satisfied customers, employees, or stakeholders who naturally promote your brand. They are brand loyalists and satisfied customers who engage with a brand or promote a product they really love.
Brand advocates share and talk about your brand a lot – in ordinary conversations, in their Facebook or Twitter posts, YouTube videos, forums, and other channels. Their audience may be small, but they know a lot about your brand.
Your brand advocates play a vital role in bringing in customers through word-of-mouth strategy. Their recommendations not only bring awareness but also value to your business.
They are natural influencers who also want to help others. Your advocates can be your biggest marketing assets.
Importance of Brand Advocates
Let’s take a look at some reasons why brand advocates are important to your business.
1. They refer new customers. Consumers have been skeptical about traditional company advertising and marketing which tends to have inherent bias in the messaging. Thus they are more likely to trust friends and family than other sources. Since advocates are good sources of information, they are more likely to influence a purchase.
2. They speak from actual experience. Since consumers value recommendations and reviews more than product descriptions, the words from these advocates are more convincing than something which is based on a script.
3. They share with passion and conviction. Because of their loyalty and satisfaction with a brand, they tend to have more depth and speak with positivity and real enthusiasm.
4. They take ownership and vouch for what they believe in. A wholly authentic recommendation is more valuable than a crafted one. There’s something special and passionate about it because it’s 100% real rather than something shared with a disclaimer.
5. They are more inclined to share information. They enjoy answering questions in forums and sharing on review sites. With their desire to influence, they will reach out to help a potential buyer. They will even share relevant information you posted in your blog or social pages with their own network.
6. Their engagement is more organic. They talk about your brand more than once. Their peers are familiar with it and even know a lot about your brand.
7. They have long-term loyalty. Brand advocates are valuable repeat customers. They bring significant revenue through their repeat purchases and will be around to work with for a long time.
The challenge here is to be able to identify your brand’s most influential advocates. Remember the huge benefit in having people promote your business for you and find ways to reward them for that.
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