For anybody interested in social media marketing for their business, turning potential customers into brand advocates is right at the top of the list of Most Wanted outcomes.
They may not have as many followers as an influencer, but one thing separates brand advocates from influencers: Brand advocates are genuine. Out of that authentic passion for your brand comes content, recommendations, and a lot of sharing. Brand advocates are 83% more likely to share information about a product than typical web users, 50% more likely to influence a purchase, 75% more likely to share a great product experience, and three times more likely to share product opinions with someone they don’t know.
According to a new study by the University of Rhode Island and the accompanying infographic by BzzAgent, brand advocates write and share more than twice as much about brands as other online communicators.
How do you find brand advocates and activate them? First, you start by listening. Use keywords that normal people would use to talk about your product, product category, or brand. On what websites are people talking about you?
Next, analyze the tone and sentiment of conversation. Is it positive or negative? What topics are they bringing up? Analyze the language and the most-used topics to figure out what you can capitalize on? Let your audience determine the social media outreach campaign you create. Everything you do going forward should be based on the social media data you are bringing in. What kind of communication will they respond favorably to? Do you need to pass valuable customer info on to product development? Create a strategy from the online feedback that will be targeted to hit them where
After you reach out to the people talking to you, measure their response. How are they reacting to your strategy? What adjustments do you need to make?
There’s a lot to be gained from activating your brand advocates and this infographic from BzzAgent goes into more details about their characteristics, in case you’re still not convinced!