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Promotional marketing is a strategy for converting loyal customers into brand advocates who genuinely promote products without receiving compensation for doing so.
While you can attract brand advocates by providing a phenomenal turkey b2b leads customer experience and outstanding products, there are also proactive ways to leverage the power of advocacy marketing.
What is advocacy marketing?
Advocacy marketing is a strategy aimed at converting loyal customers into brand advocates who genuinely promote products through reviews, recommendations, and referrals. Advocacy marketing is different from influencer partnerships or paid endorsements. It relies on organic, unpaid promotion from satisfied customers who share their experiences voluntarily or with small incentives.
Advertising Marketing Strategies
To create a successful advocacy marketing campaign, choose strategies that align with your brand. Some companies may focus on collecting and distributing customer reviews, while others build thriving online communities. However, the most effective advocacy marketing strategy often combines several approaches to create a complete program. Consider these strategies:
Create a customer referral program: While word-of-mouth recommendations flow naturally, a structured referral program encourages satisfied customers to share the brand with friends and family. The most effective referral programs offer compelling incentives for both parties.
Make the customer acquisition process simple: it should take just a few clicks and fit seamlessly into the post-purchase process. Keep an eye on those who consistently attract new customers and demonstrate brand loyalty, and consider developing closer partnerships with these organic advocates.
Send emails asking for feedback after purchase: Potential buyers carefully read product reviews before making a purchase decision. Post-purchase emails are an opportunity to collect meaningful feedback that you can use to attract new buyers.
Submit your request after delivery, giving the buyer ample time to review the product. Offer clear guidelines for helpful reviews, and consider adding feature-specific tips for more detailed responses.
Encourage and amplify customer-generated content: User-generated content influences purchasing decisions by showcasing products in real-life settings, rather than in front of a pristine studio. Unlike paid influencer posts, content from real customers reflects people’s authentic experiences with products.
By placing customer-generated content across all marketing channels—from email newsletters to product pages and social media feeds—you increase customer value and give your brand genuine social proof.
Transform customer reviews into engaging graphics and weave them into product descriptions or email sequences to build trust at key decision points. Choose reviews that address common concerns, highlight unique product benefits, and demonstrate customer satisfaction.
When building a community, focus on facilitating genuine conversations rather than pushing products. Your job is to help troubleshoot issues, answer questions, and encourage interaction between members, which encourages long-term engagement.
Why is advocacy marketing important?
Advocacy marketing is important because people trust recommendations from real users more than traditional marketing messages. Satisfied customers who share their experiences with a product can be a powerful marketing channel to convince others of the benefits of your product or service.