Turn Your Customers into an Army of Brand Advocates

It’s what fuels your most highly satisfied customers to share positive information about the stuff you sell, whether that be online or offline—information that is far more credible than any form of paid advertising.

For this reason, brand advocates are worth twice as much as an average customer and are 75 percent more likely to share a great experience with their personal network. The positive word of mouth generated by advocates is two times more effective than paid advertising and drives 20-50 percent of all purchase decisions. This adds up to $6 trillion in consumer spending each year.

B2B brand advocacy—it’s a thing

And, it’s not just limited to B2C marketing channels. B2B buyers are now putting more weight on peer recommendations when it comes to purchase decisions. According to Google, 60 percent of business technology customers search for peer testimonials during the decision-making process.

The brand advocacy gap

Despite the value, there is still a wide advocacy gap. In the United States alone, less than 10 percent of brands have half of their social media mentions classified as having positive sentiment. To compound this, 80 percent of companies are not leveraging advocacy in their marketing strategies, and 58 percent have not identified who their advocates are.

This gap presents an opportunity for many businesses, despite the industry you are in. If you can cultivate a team of brand advocates, you’ll be much better positioned for success in the market.

But, how do you identify the ideal advocate? How do you cultivate them?

Strategies for building advocacy

There are many strategies your business can use to build advocacy among its customer base. Here are a few:

Focus on the relationship: What makes customers fall in love with a brand? A quality product, great service, and consistent experience. Always start with the fundamentals.

Share successes: Amplify the feedback and current successes of your current advocates—mention them on social media and feature their results in case studies.

Reward customers: Host special invite-only events, provide sneak peeks into new features, create a loyalty program and send exclusive offers. Give them the VIP treatment.

Solicit and act on feedback: Consumers love to feel like their feedback is heard and valued.

Those are a just a few ways you can start to build advocacy among your customer base. To dive deeper, check out the infographic below provided by the team at JitBit Helpdesk. It covers the who, what, where, how and why of brand advocacy, while highlighting its bottom line impact for your business.

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Robbie Richards writes for JitBit, a company that provides live chat and help desk software to help businesses simplify and improve their customer support.

Increasing Traffic To Your Website Organically

There are two ways that businesses can drive traffic to their websites:

Paid Adspace – A lot like renting out billboards or running commercials on the internet

Organically –  Strategically building your site to rank on the search engines

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Let’s take a look at a number of components that factor into helping your website to perform well with search engines! While each of these items can help your company’s SEO Strategy, the real win is when you’ve got them all working together!

CONTENT
Google is in the referral business.  When you go to the internet and search for something, Google’s job is to scrub the web and find the most relevant results for you. Therefore, antiquated tricks of driving traffic to your site are all thrown out the window.  The content on your website is just as important to your SEO Strategy as any other effort you put forth.  Make sure the content on your page is well written, original, and contains some of the keywords and phrases you would actually use in a campaign. That’s right – keywords and key phrases should be built right into the content of your actual site!

RESPONSIVE DESIGN
When a user searches on Google using their mobile device, Google gives preference to mobile-friendly websites.  So, you need to have a mobile website!  The most effective and efficient way to have a mobile presence is to design your website “responsively”. You build a single site, that automatically adjusts based on the device its being viewed on.  Now, you only have to update one website AND you collect the total combined traffic of all visitors to your site which increases your sites’ value.

SOCIAL MEDIA
Social profiles show up on Google too! Increasing your social reputation, through increased engagement and high-quality content syndication, will lead to increased online brand presence.  Couple of Suggestions / Action Items:

  • Create profiles and maintain a good online presence
  • Create posts that encourage “likes” and “shares” (Don’t just sell to your audience)
  • When sharing posts, include strategic descriptions in the post
  • Tag and engage with local establishments – leverage their networks

META
Treat each page individually.  Make sure to include a descriptive page title, page description, keywords and key phrases.  This will help the search engines to know exactly what’s on each of your pages so they can return them as results when people search for your products/ services.

DO THIS:

  • RELEVANT AND OPTIMIZED PAGE TITLES
  • TREAT EACH PAGE INDIVIDUALLY
  • RELEVANT AND OPTIMIZED PAGE DESCRIPTION
  • KEYWORDS SHOULD BE RELATED TO WHAT’S ON THE PAGE, PAGE TITLE & DESCRIPTION
  • KEYWORDS DRIVE CONTENT & CONTENT DRIVES KEYWORDS
  • THINK LIKE A CONSUMER, NOT AN EXPERT
  • FOCUS ON GOOD PHRASES (NOT JUST SINGLE WORDS)
  • VALUE OF REPETITION: “DOG FOOD REVIEWS”, “DOG FOOD RANKINS” ETC
  • INCLUDE DEMOGRAPHICS AND GEOGRAPHICS
  • RUN A REPORT – DO YOUR RESEARCH (GOOGLE TOOLS)
    DON’T GUESS, KNOW WHAT PEOPLE ARE SEARCHING FOR
    CREATE SEVERAL CAMPAIGNS AND GROUP RELEVANT TERMS TOGETHER

AVOID THIS:

  • AVOID “VANITY” OR “ROOT” WORDS (WORDS THAT ARE TOO BROAD)
  • SINGLE WORD TERMS
  • WORDS THAT ARE TOO SPECIFIC / UNPOPULAR– WHICH NOBODY SEARCHES FOR
  • HIGHLY COMPETITIVE TERMS
  • IRRELEVANT KEYWORDS
  • MAKING THE MISTAKE OF ONLY DOING KEYWORDS, USING
    OUTDATED STRATEGIES, IRRELEVANT BACK LINKS ETC.
  • COMPANIES THAT PROMISE YOU RANKINGS
  • COMPANIES THAT RUN ADWORDS WITH REPLICATED SITES (VERSES MARKETING YOUR ACTUAL WEBSITE)

Building up your website’s organic traffic takes time and effort but it’s totally worth it.  Follow these 3 simple steps to do it yourself, or give us a call at 866-WEB-HELP if you’d like to learn more about our Local and Regional Organic SEO Packages.

ASSESS:
YOUR WEBSITE CONTENT, RESPONSIVE & SOCIAL STRATEGY

RESEARCH:
BRAINSTORM AND RESEARCH KEYWORDS & PHRASES

IMPLEMENT:
CONTENT, SOCIAL, RESPONSIVE, META

Visit our YouTube Channel for recorded webinar on Increasing Organic Traffic:

By: Sarah Rose Stack (maWebcenters)