Many of us are witnessing a paradigm shift in the sale of products or services. More specifically, we are experiencing a transformation in the way sales and marketing departments work, as the value of an informed and trained customer is becoming a highly relevant value for companies. In this article we wanted to focus on Advocacy Marketing , whose concept can be defined as the power of recommendations by satisfied customers.
Aside from the seismic impact this could freeemaildatabase have on the way organizations are run and marketed, it is also creating new opportunities for those whose voice was previously limited to their personal conversations.
Advocacy Marketing, the effective methodology for generating clients
Customers, or at least a very specific subset known as brand ambassadors , are now taking the lead as primary marketing focuses due to their maturing place in the buyer’s journey .
This new appreciation and search for more advocates begins with identification within a database, cultivation based on shared values, and finally recognition. Beginning with the last part of this process; recognition, we ask ourselves how best to keep “ Advocacy ” clients attached to our efforts and keeping them engaged. Do we pay them, reward them in some other way, or simply recognize them privately or publicly (or both)? The answer lies in the motivation of that individual.
Without a doubt, our ongoing role as a brand or marketing entity is to ensure that we deliver on our brand promise. This means going so far as to acknowledge that we are human, and occasionally make mistakes with the encouragement of advocates. Surprisingly, correcting those mistakes often strengthens a brand in the eyes of its customer base.
In short, aligning marketing messages with a customer’s expressed interest or passion on social platforms starts an ongoing conversation.