Customer advocate vs. employee advocate programs: What's best?

Since this is an election season, I have a question for you:

Which type of advocacy program do you think has the highest value for your company: Customer Advocate marketing programs vs. employee advocate programs?

Cast your vote now.

Meanwhile, here's my response:

Both!

It Depends...

Before you think I'm an "Advocacy Fence-Straddler" with one foot in a blue state and one in a red state, let me explain my vote:

Both types of advocacy programs are valuable. The answer really depends on what you're trying to achieve.

Employee Advocacy Programs are best at:

  • Boosting recruitment
  • Increasing employee engagement
  • Getting employees to share your content, thus extending your brand reach in a very cost-effective way

Customer Advocate Marketing programs are best at:

  • Driving revenue
  • Generating referral leads
  • Boosting online ratings and rankings
  • Creating user-generated content

Customer Advocate Marketing #1 FOr driving Revenues  

Forrester recently asked marketers which type of Word of Mouth program was generating the most revenue.

The winner by a landslide:

Customer Advocate marketing with 70% of the "vote" versus 55% for category influencer programs and 45% for employee advocacy. 

Not an Either-Or

In fact, you shouldn't pick between customer Advocate marketing or employee advocacy programs.

Both are valuable, proven approaches to building your brand and business.

Here's my two cents: take some of the budget you're going to spend in 2017 on paid media and ads, and instead invest in your most credible "spokespeople":

Customers and employees.

Your brand will be the winner when it backs both of these advocacy candidates!