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Using Social Media to Boost Advocacy

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According to Pew Research Center, 81% of U.S. adults from ages 18-29 use Facebook. It’s no doubt that Facebook is the most-widely used social media platform. Other websites like Instagram and Twitter only got 64% and 40% respectively.

Word of mouth is an effective marketing strategy. However, you can’t ignore the power of social media. In fact, if you need a competent brand ambassador, social media is the answer. Those with the most number of followers will surely be able to entice other people. With over 70% of Americans using social media to communicate, this proves that social media plays a significant role in our daily lives.

Social media apps on a smartphone.

Social media apps on a smartphone.

Choose the Social Media Website that Works Well with Your Business.

This first step is very important. Not because a competitor is on Instagram, then, you should start a posting on Instagram. Don’t follow other people; you just need to follow your audience. If they usually hang out on Facebook, then, focus on Facebook. Carefully study where you get more interaction and engagements.

Carefully Choose Content to Publish.

After you have found your niche, think of what you should publish on social media. “Will this post offer help?” “Does this post address a concern?” If the answer is yes, go ahead and hit post. Remember that your social media posts should have a certain goal, and it shouldn’t be there for aesthetic purposes. It should offer tips and tricks.

Be Responsive.

If someone gave you a positive review on social media, at least, say thank you. They went out of their way to tell the world how great your product is. Reward their efforts because their social media post could reach people you weren’t able to reach. If a customer wants to interact with you, find time to reply. Show them how much you appreciate their love and support.

Share Your Customers’ Social Media Posts.

This is probably the best way to promote customer advocacy. When customers share a positive review or comment, don’t hesitate to share it. Sharing on Facebook or Twitter is very easy to do. On Facebook, you can simply click the share button and add your own caption. On Twitter, you can easily retweet a tweet.

Today, in the digital age, being mentioned by a brand is really meaningful for many customers. It becomes an important highlight of the day. As a loyal customer, it’s fulfilling to know that your efforts were recognized by the brand you look up to.

So, if your customers share stunning reviews or photos, share their wonderful memories. It’s a way of telling the world that “Hey! They had fun. You should too. So, give our product a try.”

Solve Your Customers’ Problems.

Social media is not just about rainbows and butterflies. It is also a great avenue to address certain issues and concerns that your customers may have. Since they are on social media, they can easily post complaints. This is your chance to save the day and offer an immediate response.

Being able to solve a problem right away, you are proving to your customers that your business is not just about making money. You are genuinely concern about their well being. The more problems you will be able to solve, the more happy customers you will gain. That’s something money can’t buy!

Who Should Be Your Brand Advocates?

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We already talked about how advocates can help your brand, and how to gain more advocates. Now, we will dig deeper into who are qualified to be brand advocates. Obviously, your loyal customers are the best suited to be the best endorsers of your brand. Let’s go into specifics and group the kind of customers you will be dealing with:

  1. Referrers. These people introduce your products to new people.
  2. Committed customers. These are the people who are commenting sensible opinions whenever you publish new content. They will engage with you, and try your products. Basically, they are very involved in everything.
  3. Social media sharers. These people are quite different from #2. They prefer to stay on the side, but these people are very active on social media. Whenever you have a new post, they are always ready to “share” or “like” any new posts.
  4. Honest reviewers. These people tell you their honest opinion. Whether it’s a good or bad review, you are sure that they will be forthright about their critique.
Finding the right people to become product advocates.

Finding the right people to become product advocates.

How to Encourage Your Customers to Talk About Your Brand

Other things may change, but one thing stays the same. New web visitors trust the opinion of the existing customers. In order for your customers to entice more people, they need to leave a review. Here are a few tips to encourage more reviews:

  • Don’t just require your customers to leave a review right away.

    • Because if they love your product, they will surely let you know. It’s not something you should ask. It’s freely given to you. Just wait maybe the customer is still collecting his thoughts.

  • It’s not about the number of reviews.

    • Potential customers won’t be convinced of a perfect rating without some comments. They will focus on detailed reviews. If you have glowing reviews that tell a story, highlight them on your website or social media.
  • To encourage existing customers to leave a review, start a loyalty program. It’s a tried and tested method to raise your brand advocates:

    • You can’t avoid negative experiences.

      • When someone encounters a problem, a loyalty program comes in handy. Yes, you have to address the issues, but offering loyalty points may help ease the bad situation. Because of your loyalty program, you may win back their hearts and end up as one of your product advocates.

    • Encourage sharing it on social media.

      • Give your customers a nudge and encourage them to share their experience on social media. For example, you can reward customers with points every time they share on Twitter, Facebook, or Instagram.
  • Aside from having a loyalty program, you can also build a referral program.
    • You can motivate your existing customers to refer people to your website in exchange of rewards. For instance, once someone successfully signs up on your website, the referrer can get rewards points and freebies.
    • A referral program is like hitting 2 birds with one stone. You get new customers, and at the same time, you transform your current clients into advocates.

How to Acquire More Brand Advocates

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Previously, I’ve discussed the importance of having brand advocates. This time around, I will elaborate more on the tips in gaining brand advocates for the services you offer. The aim here is not just to gain customers, but we are here for the dedicated advocates. In order to do that, as a business owner, you need to follow certain rules to ensure the happiness of your advocates.

  • Tip #1: Don’t impose.

  • People don’t like being told what to do. Usually, when you want them to do this, they do the exact opposite. Product advocacy should be as natural as breathing. You will eventually attract the right people for your product or service.
  • Once you find your people, they will be willing to promote your brand. So, don’t worry too much. Most importantly, don’t force people to be your brand ambassadors.

  • Tip #2: Think of your customers.

  • When you are designing a product, think of ways to improve user experience. After all, you are not the user of the product, but you are the seller. There should be an affirmative response when they are using your products.
  • Through your product, you should be able to gather positive emotions from your users. If it is rewarding for them, I’m sure that they will always come back. Plus, they will surely recommend it to other people because we like to talk about things that make us happy.
  • Lastly, you should be able to find the balance between creating a product that’s both functional and pleasurable.
Work together with your brand advocates.

Work together with your brand advocates.

  • Tip #3: Establish trust.

  • This tip is the most important in pursuing brand advocates. These are not paid, but they are risking their reputation to vouch for your product. They are aware that they will be blamed if things go awry. What you can do is that reassure them that you are there every step of the way even if things do not go according to plan. Erase their fears and develop trust instead. How to do that?

  • Stick to your promises.

    • Many businesses fail to do this. They are just good in selling, but they do not offer immediate assistance when you need help. We all have been there, right? So, when you are selling something, make sure you are able to fulfill what you promised to your customers. If you can’t ship in 2 days, then, don’t advertise it on your site.
    • If you are selling home products, offer a return policy if customers think it’s not for them. You can also let people sign up for a FREE trial so customers can openly test the without buying it.
    • When you are honest with your policies, your customers will also leave an honest review.

  • Be approachable.

    • Customers do not like brands that do not respond to their inquiries. They are asking because they are interested in your products. Don’t just give them a cold shoulder. Keep your lines open in case they want to ask about something.
    • Be available to your customers and provide an email, a phone number, or a social media profile where they can voice out their concerns. It should be easy to contact you whenever a problem arises.
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