When customers love your product and service, they talk about their experience amongst their peers, family members, and friends. They also start recommending your products and services to their close groups, only to become your natural brand advocates.

And that introduces us to the term ‘advocacy marketing’.

What is advocacy marketing? And why is it important in 2024? Let’s find out.

Advocacy Marketing

Advocacy marketing is a marketing strategy that encourages and equips your customers to popularize your brand in the market. It happens through social recommendations, word-of-mouth reviews, and so on. Your customers become your brand advocates when you offer an exceptional experience so much that they cannot help but share their positive experience with everyone around them.

Why should you pay attention to advocacy marketing in 2024?

• Brand advocates are 90% more effective than any other form of marketing. Here are a few reasons to pay attention to advocacy marketing:
• Brand advocates are well-versed in your brand and the products you deal with.
• Loyal customers spend more on your brand than your other average customers.
• Your brand advocates can be a great source of information to discover prospects and leads.
• They help boost brand awareness.

Here are some statistics to substantiate the importance of advocacy marketing:

• 92% of the individuals trust word-of-mouth recommendations, making advocacy marketing the most trusted form of advertising.
• 76% of individuals in a survey revealed that they are most likely to purchase a product recommended by a normal individual than any brand.
• People are pay 2X more attention to the recommendations by their friends and family.
• 82% of customers are looking for referrals and feedback from their friends before taking any purchase decision.

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Strategies to Convert your Customers into Brand Advocates

Well, when it comes to serving your customers, the more you do, the less it is. And there are many ways to please your customers and push them positively so much that they end up advocating your brand everywhere they go. Here are some strategies you can follow:

• Provide an exceptional product or service.

The journey of a customer to become a brand advocate starts with your product and service. A fantastic marketing campaign coupled with a delightful customer experience is a must, but the efforts will go wasted if you do not have a product or service worth considering in the first place. So, pay attention to what you sell.

• Deliver a memorable brand experience.

Every single interaction with your customer matters, so make each of them as memorable as you can.

Whether it is your website that your customers first come across or it is the first time your customers enter your physical store, it is your duty to ensure they receive a warm welcome from your team. Even though your visitor isn’t converted into a customer, the experience they take home with your brand should be unforgettable.

• Work with a customer-first mindset.

All the customer-first brands easily create lasting connections with their audience. Why? Because these brands have always put the priorities and needs of their customers at the top. And their customers know about it.

One way to do it is by genuinely listening to your customers and making them feel heard. A simple example is by replying to the comments they left on your social media account.

• Partner with marketing and sales.

Advocacy marketing is a collaborative effort, and all the stakeholders play a role in turning a loyal customer into a brand advocate.

Remember that your sales and marketing teams interact with your customers regularly, and the results of these interactions impact your CX. As an advocacy marketing leader, it is your task to align the roles and responsibilities of each department so that the larger organizational objectives are achieved.

• Seek out brand advocates proactively.

Before you can push your brand advocates into addressing your brand in public, don’t you think it is important to know them?

Yes, it is. Start by identifying and picking selected customers who are willing to become your brand advocates.

Top Examples of Advocacy Marketing

The concept of advocacy marketing is not new, and many B2B as well as B2C brands are utilizing this form of marketing to create brand awareness. Here are some campaigns we loved:

• Apple’s #ShotOniPhone hashtag was one of the most successful campaigns in the brand’s history. Truly, Apple has turned itself into a brand that people love to share.
• Tarte Cosmetics, a cruelty-free makeup and beauty brand, organized a trip to Dubai in partnership with Sephora Middle East. The trip was a fully-paid, luxurious trip for popular creators around the world. The entire thing was done to promote the launch of Tarte’s new foundation.

Wrapping Up

People have been acting as brand advocates for decades, but until recently, the behavior has been recognized by marketing leaders, giving birth to the new term ‘advocacy marketing’. When people fall in love with what you offer, they are bound to promote your brand unknowingly. As a marketer, you simply need to tap into this emotion.

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