In an earlier post, we explained that the data you collect from your loyalty program maximizes the marketing of your referral program. Simply because you know everything about loyal customers- including their likes, demographics, and Facebook friends, if you request that information from them. In this context, advocate marketing data is no different, as here you also will be gathering huge chunks of information about and from your brand advocates.
Advocates exist on a spectrum, and the most vocal are no less than brand evangelists. These customers are totally and completely in love with your brand. There must be something in the overall ecosystem of your brand that has appealed to them. It can be your product, your customer service, or your association with some noble cause. It can be anything. Try to know this in detail. It will automatically give you a fair understanding of which facet of yours is more appealing to the majority of people. Analyze it critically to decide whether can it become your USP or not. If yes, you can set the tone of your branding and marketing communication around it. In short, it will allow you to put your best foot forward…and believe me, many companies have exhausted before giving their best shot, as they didn’t know which part of their organization was the strongest!
I have said this countless times and I will say it once again: Any business activity that is intended to reach out to people or influence them has to be rooted in social media. The reason is not just its immense reach. What makes social media ultra-powerful is its ability to make your content viral within a blink of an eye. Thus, your advocates have to be on social media platforms to make a difference.
You must check which platform is giving you more traction, which content format has become much more viral, what sort of communication is resonating with people, and how many conversions actually resulted due to social media. Clearly, the advocate marketing data which you will get through this activity can help you in effectively shaping up your digital and social media marketing plan.
For example, if your analysis finds that videos or images posted by your advocates are garnering more engagement and responses, you can focus more on visual content. Or if Facebook is giving you more conversion, you can double your marketing efforts via putting more ads on Facebook. Certain advocate marketing solutions have built-in features that will help you discover where your advocates’ social media sweet spot is.
With each passing day, the role of influencers is becoming increasingly vital. Influencers have a sizable following on social media and people consider them to be experts in their respective industries. Unlike celebrities, they exude authenticity. It’s easy to pinpoint your biggest advocates and reward them for sharing, whether it’s with extra loyalty points, surprise and delight tactics, or extra love on social media.
Give it a thought. Your advocate loves your brand. He naturally understands your products well and thus can give rational arguments in their defense in the moment of crisis. So, he is fulfilling the logical precondition that is necessary to become your influencer. Now, the only thing that you have to check is how many people on social media really value his opinion. And that’s the professional precondition to be your influencer. If you see that he is bringing a lot of conversions, you can ask him to become an influencer.
There are plenty of ways through which your advocate marketing program communicates with your customers- email, social media, and push notifications are the most prominent ones. Your advocacy program can become a litmus test to know which way is giving you the best results. If you learn from your advocate marketing data that mobile messages are best for getting customers excited enough to purchase as per your advocate’s recommendation, they’re probably the right medium for other kinds of lifecycle marketing.
Of course, in the world which is characterized by omni and multi-channel communication, you must communicate with your customers through all possible touch points. But this analysis will give you numerical proof about the usability of a particular method and thus more reason to focus on it.
To Conclude… Advocate marketing data, whether it’s numerical or non-numerical, is enormously valuable in deciding whether you’re going in the right direction or not. It has a direct influence on the future success of the company. That’s why it’s highly recommended that you should gather it in whatever ways you can and implemented them whenever the opportunity arrives. Be it a referral program, loyalty or advocacy program, or rating and review platform, make sure that while executing these tactics you are taking notes of the granular data packages. Companies spend extra to get market insights. So, why not do it while executing your programs at no extra charge?
Note: Curious about merging advocate marketing tactics with customer loyalty? Our guide, “Advocate Loyalty: A Four-Point Strategy,” will tell you everything you need to know!