Develop Brand Advocacy with Inbound Marketing

brand advocacyHow do your customers talk about your brand?

Inbound Marketing changes the perception from being seen as just a wallet to being seen as an advocate. Insights from the 2013 Social@Ogilvy Brand Advocacy Study on SlideShare.

The study found –

  1. Brand Advocacy happens anywhere. No category is too boring.
  2. Concerning Brand Advocacy, features trump emotions. Overall, advocates were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.
  3. Few brands know how to drive true passion. For the majority, social mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.
  4. The social advocacy tactics of brands leave much to be desired. Developing brand advocacy is very important by making your marketing more relevant and effective. And as you might expect, advocacy via social channels is especially valuable because of its’ viral potential. The study states that it is estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels.

Recommendations

  • Use social media to listen to your customers! 

  • Engage your employees and turn your socially engaged employees into brand advocates. Your advertising may accurately describe what your product can do, but in the age of social media, consumers are more likely to trust what other people say about your brand.

  • Focus on your fans advocacy and not just their satisfaction.

  • Identify your brand’s unique features and make your advocates know these and are aware.

  • Track advocacy levels. A great place to start is how many are on your email list.

  • Encourage and enable advocacy by mapping the customer touch points found in your Inbound Marketing and then enable advocacy at those points. Search engines may be the prime way your advocates find you online.

“88% of your visitors land on your website by clicking on organic search results. Your advocates are probably web active also so make sure your Inbound efforts are the best you can deliver. SEO, your blogs, social media…”

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