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:
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!