This is the power of “word of mouth ”, which has always been considered the most effective form of advertising, and which has become even more strategic today precisely because of the constant advertising exposure to which, as consumers, we are subjected on a daily basis.
And if a customer's opinion has so much weight and value for their circle of contacts, how can a brand fuel this word of mouth and encourage the promotional activity of this cluster of users?
The secret is hidden behind an effective brand advocacy strategy .
Let's find out together what it is.
Brand advocates: who they are and how to recognize them
Let's start with an initial definition: the term " brand advocate " defines clusters of customers who are particularly loyal to the brand and who promote the company itself and its products through their channels and in their circle of contacts .
These are not real influencers or ambassadors: brand advocates , in fact, can be considered real fans of the brand who, with their word of mouth, positively influence both brand awareness and brand reputation.
Real customers, therefore, who are not nominated by the company, as in the case of ambassadors, nor paid for their activity, like influencers, but who are perceived as spontaneous supporters of the brand.
The persuasive power of their message is therefore contained in their authenticity and in their being perceived as completely disinterested .
Brand advocacy and customer list of antarctica consumer email engagement : how to turn the customer into an advocate
Although spontaneity remains the defining characteristic of brand advocate activity, as we can well imagine, the role that a company can play in encouraging and fueling word of mouth is fundamental.
The first step, as is easy to understand, is hidden behind an effective profiling and segmentation activity of your customer base : it is essential first of all to know and recognize the most loyal customers , understand what stimulates them to make repeat purchases, what are the elements and peculiarities of the brand that satisfy them the most and work precisely on these levers so that the word of mouth that they have spontaneously triggered can be nurtured.
It is clear that, as with any nurturing activity , also in this case, it is the relationship that is created between brand and consumer that plays an absolutely decisive role .
A brand advocacy strategy in fact cannot materialize in an advertising campaign, but is something that must be nurtured and that strengthens its value over time.
Know your best customers, encourage them to leave comments and reviews , offer them rewards, win them over with exclusive promotions and gifts , send personalized messages and in-depth content that make them feel part of the brand, invite them to exclusive events : they will no longer feel like just customers, but an integral part of the brand and, more easily, they will become true supporters.
