Article

Michael Gullan
Michael Gullan 22 November 2019
Categories Advertising

How brand advocacy programmes are proving to be the best investment your business can make

In the digital age, with fleeting customer attention, businesses and brands are looking for new ways to engage with their customers, keep them loyal and prolong their customer/brand relationship. Loyalty cards are no longer enough.

Customers want to engage with their brands of choice in a multi-dimensional, informative and interactive way. Marketing professionals realise that an engaged existing customer presents a better ROI than forever filling up the sales funnel with new customers.

Digital advocacy programmes just may be the solution.

How an advocacy programme can benefit your brand.

Advocacy programmes are used by brands across sectors to stay in touch with customers, to deepen relationships and to increase loyalty. What’s more, advocacy programmes go beyond loyalty, to create long-term advocates who not only purchase your products and services, but also recommend them to their customers, communities and friends.

What does an advocacy programme consist of?

No two advocacy programmes are the same, but all well-structured and successful advocacy programmes probably include content at their core. Critical to all advocacy programmes, though, is personalisation. Each user needs to feel like the programme is created especially for them as they receive personalised content delivered to them at the right time and to their preferred means of communication.

Quality content deepens advocacy

At the heart of most advocacy programmes is good, engaging and informative content that keeps users interested, informed, invested and most importantly drives them to recommend your products and services. Your advocacy programme may include a mix of the following:

  • Long articles
  • Short articles
  • Infographics
  • Newsletters
  • Videos
  • Case studies
  • Polls and surveys
  • Interactive experiences

Interactive methodology deepens results.

Smart advocacy programmes make use of tried and tested methodologies to initiate, ignite and reward users for engaging with the programme, and importantly keep them coming back for more. Unlike websites that users may visit once or twice, advocacy programmes are designed with the primary objective of recurring communications and engagement. Smart advocacy programmes may make use of the following strategies:

  • Surveys
  • Questionnaires
  • Gamification
  • Rewards and incentives
  • Points
  • Tests
  • Comments

Deep data, smart actionable insights.

Beyond building meaningful and lasting relationships with customers, advocacy programmes provide marketing professionals with deep insightful data, that surpasses any other communication channel.

Advocacy programmes and their applications.

Despite prevailing belief, advocacy programmes offer value across industries and sectors. Both B2B and B2C brands have seen rapid success using advocacy programmes for the following,

  • Internal programmes
  • Customer acquisition
  • Customer retention
  • Customer recommendations

Here are the top 7 reasons why you should consider advocacy.

  1. Stay in touch with customers with personalised, relevant content that adds value, builds trust and creates loyalty.
  2. Acquire new customers.
  3. Reward customers for their loyalty with giveaways, special offers and exclusive experiences.
  4. Engage with customers via challenges, experiences, learning opportunities and keep them coming back for more.
  5. Position your brand as thought leaders.
  6. Prove a strong return on investment and increases brand value.
  7. Most importantly, drive advocacy and recommendations as customers share their experiences with friends, family and their social community and recommend your brand.

Advocacy programmes are proving to add massive ROI to brands and marketing professionals across industries are seeing the short- and long-term results.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more