It’s not what you do, it’s why you do it. This is the mantra that leadership expert Simon Sinek has been spreading since 2009 when he released his book, “Start With Why.” Simon inspires business leaders to hire, sell to, and work with people who believe in what your business stands for, not what you sell. (If you haven’t watched his TedX talk yet, watch it now. It’s incredibly powerful.)
The concept of brand advocacy is heating up in social marketing arena. There are plenty of early adopters that have already implemented advocacy programs for their organizations. At Zuberance, brand advocacy is in our DNA. It's our religion. It's what we believe in. Here’s why we, and fellow marketing revolutionaries, believe in brand advocacy:
1. Creating and leveraging Advocates should be the #1 mission for every company. Marketing is no longer about impressions and clicks. It’s about building a movement around your brand and company, spearheaded by your Advocates. In short, advocacy is strategic.
2. People trust Advocates, not ads. Ninety-two percent of people trust Word of Mouth. Only 53% trust companies’ websites and 33% trust online ads, says Nielsen. What customers say about you is much more important and influential than what you say about yourself.
3. Advocates are different than fans and followers. Most people like or follow a brand to get discounts or freebies, studies show. Advocates recommend because they want to help others, not because they’re getting coupons, cash, or points. Advocates are your most engaged, enthusiastic, and loyal customers.
4. Advocates are a large segment of your customer base. On average about 50 percent of customers are potential Advocates, according to research by Zuberance and others. If your company has one million end users, you may have 500,000 potential Advocates, a large, highly influential, and under-leveraged marketing force.
5. Advocates are your most valuable customers. Advocates are even more valuable than loyal customers. Many frequent fliers don’t recommend the airlines they fly. Advocates, on the other hand, boost your sales, help you keep customers, and defend your cherished brand reputation.
6. Advocate marketing should be authentic. True advocacy cannot be paid for or manufactured. It can only be earned. In fact, studies show paying people for recommendations actually decreases the likelihood that prospects will buy.
7. Advocates are more influential than “Influencers.” Influencers (professional bloggers, media, industry analysts, celebrities) have large audiences. But only 22% of people trust bloggers compared to 92% for Word of Mouth, says Nielsen. A positive blog post may cause a temporary spike in awareness or social chatter, but nothing is more influential, trusted, or lasting than authentic advocacy.
8. Advocate Marketing is more cost-effective than traditional marketing. Traditional online marketing programs generate less than 1% conversions. On average, Zuberance Advocate Marketing programs deliver 10% or higher conversion rates. A company could fund an ongoing Advocate Marketing program for an entire year for about the cost of two full-page ads in The Wall Street Journal.
9. Advocate Marketing should be an ongoing program. Advocate marketing isn’t a short-term promotion or campaign. Most marketers would never abandon efforts to build and cultivate relationships with influencers after a few weeks or months. The same should apply to Advocates.
10. Advocate Marketing is not only for “passion brands.” Advocate marketing programs are delivering compelling results in low-passion categories like anti-virus software, windshield repair services, file transfer and collaboration services, and more. Every company has Advocates. The key is making it easy for Advocates to recommend your company, brand, and products.
Are you a believer in the power of advocacy? If so, share your thoughts here.