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FEATURED ARTICLE — September 19th, 2017

Can Brands Manufacture Advocates? A Data-Driven Answer

Sales are the lifeblood for every business. In order to bring these sales in, most Internet marketers use a combination of SEO, content marketing and PPC advertising to get their message in front of the right people.

While it’s incredible to have so many technologies at our disposal, this can cause us to forget about one of the most ancient and powerful forms of marketing: word of mouth.

In a report by Nielsen, it was found that 92 percent of Internet users trust the recommendations of their friends above all other forms of advertising.

As marketers (myself included), it’s easy to develop tunnel vision in regards to acquiring new customers. Split testing landing pages, crafting potent sales copy and running ad campaigns can become an obsession.

However, in the long-term, it’s more profitable to focus on pleasing our existing customers rather than acquiring new ones. A loyal army of brand advocates can bring in far more revenue than a highly optimized Facebook ad campaign.

Brand advocacy is something that every business should prioritize. Here are my tried and tested tactics for manufacturing advocates.

Respond to Social Media Queries

In a study by Jive, 46 percent of American executives stated that brand advocacy was one of the most important benefits of using social media.

When a brand realizes the purpose of social media is to maintain communications with its audience (not to shamelessly spam followers with sales copy and product details), advocacy will naturally follow.

People expect a brand’s social media account to be a point of contact for customer service queries. In an era where the average human has a shorter attention span than a goldfish — people want their queries handled quickly and professionally.

As... Read More

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