Just like every team has a fan base, so does every company.

 

From the moment you start a business, your goal is to find customers that believe in your company and will support you by not only buying your product or service, but also convincing others to buy your product or service. If nurtured properly, these customers can develop into brand advocates. Brand advocates are dedicated customers who help build your brand and shine a positive light on your brand for others. Brand advocates often promote companies through ‘word of mouth’. This can be sharing information about your company in person or online often times using social media. Not to be confused, brand advocates differ from employee advocates because you have a bigger risk of losing them to a competitor.

 

Follow these few tips to build a brand advocacy program so you can leverage your fans in the most effective way:

 

• What is your goal? 
• Do you want more reviews on your social media channels? Are you trying to get more sales? Make sure you have specific goals for what you want your brand advocates to help you achieve.
• What kind of fans do you want representing your brand?
• You should have criteria that helps you narrow down your advocates to help you focus on the ones who will help your brand the most. You should also have a select few that you focus on maintaining a strong relationship with.
• Do you have a signed partnership agreement with your advocate?
• You should. This should contain all terms and conditions of your agreement with your advocate and have a clear mission for them.
• Do you have a relationship with your brand advocates?
• Focus on maintaining and growing your relationship with your brand advocates. Check in with them periodically and continue to engage with them.

 

Brand advocates are a great way to prove loyalty to potential customers. They can make a difference in someone’s buying decision based on what they say online about your brand. Building and maintaining a relationship with them can help your brand both short term and long term.