Advocacy Marketing is another marketing variation that was born with the intention of taking care of the loyalty of potential users and loyal customers of a brand. Although it is a topic that very few know, it is still important to apply in strategies. And much less now, when competition is constantly increasing. So in this note we detail you more about this type of marketing.
What is Advocacy Marketing?
Also known as Recommendation Marketing, and refers to the set of promotional techniques focused on creating a potential community of brand ambassadors, who are also recognized as “advocates”. These ambassadors have the particularity that they can be mobilized to get positive recommendations or testimonials on different platforms. For example, e-commerce, forums, marketplaces, blogs, and other virtual portals.
As we mentioned at the beginning, the term Advocacy Marketing is not yet as positioned as it should be because of its relevance. In fact, in February 2017, searches for this term totaled 30 in Spain. However, this does not mean that it is a less relevant topic than other marketing topics.
Brand ambassador and influencer: Do you mean the same?
DO NOT! Brand ambassadors (advocates) do not fulfill the same role as influencers. Although they are similar terms, their work is different.
In the case of “advocates”, it refers to a user who knows our brand very well, and has the ability to interact with it in a proactive manner with a positive tone. Anyone, even if they have a small network on Twitter, Instagram or Facebook can be a potential and effective brand ambassador.
Case contrary to an influencer, an individual with a large audience who we can turn to at certain times to promote a campaign. Just then, he would become a brand ambassador. Before that, he’s just an influencer.
How a Recommendation marketing strategy works
The way in which an Advocacy Marketing strategy works is very simple. What could be slightly complex is to create or nurture a powerful database so that it becomes our brand ambassadors. Well, this will be the main source to create a community of “advocates”.
So let’s see on time how to execute a promotional strategy with the help of this marketing technique:
Identify brand ambassadors
At this point, we must already have a large database and then launch the first influence campaigns. But how to know who our true brand ambassadors are? Through a simple tactic:
Gamification campaigns: that is, raffles, contests, special actions or any other technique through which users will receive rewards and awards. From a large database, only a small fraction will respond favorably to these dynamics. And just that tiny fragment that decides to participate in the campaigns, are those we can consider as brand ambassadors.
Ready! We have already defined our advocate’s community.
Cultivate a user relationship – brand
At this point, we already know who our brand ambassadors are, therefore, we must now cultivate a positive relationship with them. This is the basis of a good Advocacy Marketing promotional strategy.
For this, it is essential to share valuable content, and make dynamics that allow forging a committed community. In this way, the day we need your collaboration (positive reviews, likes, shares …) without giving them something in return, we will get your attention and cooperation.
Here we can consider award-winning dynamics, and complement with information that you like. For example, videos, downloadable content, free samples, among other alternatives. Likewise, responding on time also adds positive points.
Implement Recommendation Marketing
Well, you already have a nourished database and have already cultivated a good relationship with your users. What if we put it to the test? You should kindly ask your users to collaborate with your brand (without rewards in return) to, for example, forge a review section.
If the cultivation phase went well, your users will collaborate with you without repeatedly asking. Or, in the worst case, your request will not receive any favorable response. Then, you must reapply the dynamics again, study which ones had more scope and acceptance. Of course, complement with valuable content.