We know it’s a noisy online world with everyone vying for attention.
In this final part of our series to use social media to win more business we are looking at advocacy.
In Part 1 we identified that one of our objectives for our social media strategy was to turn people who know nothing about our business into brand advocates.
This is important because it is reported that 92% of customers seek social recommendations because they trust them more than any other form of advertising, therefore advocates can be a powerful part of our marketing strategy.
QUESTION: What is a brand advocate?
According to Sprout Social:-
“A brand advocate is someone who elevates your brand through word of mouth marketing.”
These days word of mouth marketing might mean not only telling friends and family face to face about your product or service, but also:
- Leaving a positive review online
- Creating a post on social media showing your product or highlighting your service (so-called user-generated content ‘UGC’)
- Recommending your business in response to an online forum or a question in a group
QUESTION: Who is a brand advocate?
Brand advocates generally fall into four groups; customers, employees, business partners (suppliers etc) and influencers.
Your employees should be brand advocates. They are more likely to repost because they are personally invested in your business’s success. Make sure they know what the company objectives are for social media and reward success.
The average person on social media is connected with more than 400 friends and family, Therefore, a brand advocate can broaden your reach, amplify your message on social media and give you access to new potential customers.
In order to turn happy customers into brand advocates, excellent customer service is required throughout the whole customer journey, So that at every interaction and touch point you exceed expectations and go the extra mile.
QUESTION: How can we use these 6 types of social media post to maximise our brand advocacy?
SUGGESTION: Personal stories from customers, or posts showing transformation (before and after) can be inspirational, especially if they are accompanied by the customers own photos (user generated content UGC)
EXAMPLE: Garden design and landscape maintenance company Instant Scenery screenshots their reviews from Google and reposts them to Facebook along with photos.
SUGGESTION: Putting customers in the spotlight, either by interviewing them or by telling their story can be a great way to increase brand advocacy.
EXAMPLE: Bewater create beautiful reusable water bottles with gemstone crystals sparkling at their core. On Instagram the company use story highlights to feature UGC and there are loads! Great stuff!
SUGGESTION: You may have discovered an innovative way to do something or a new way of using an existing product.
EXAMPLE: Worcester cookery school How To Cook uses straws to hull strawberries and her video on Instagram demonstrates it really is child’s play!
SUGGESTION: A refer a friend scheme is an excellent way to spread the word about your business. By offering a reward or gift to the customer referring a new prospect to your business, so everyone wins, including you!
EXAMPLE: Beacon Healthcare post about their refer a friend scheme on Instagram.
SUGGESTION: Often customers can have the best ideas when using your product. They may use it in an innovative way that you never expected or imagined, use their suggestions and feedback to educate new customers but also to feed into your development of new iterations. Why not run a competition to see who can come up with the wackiest way to reuse your product? Or packaging?
EXAMPLE: Pack it in, the zero- waste shop in Worcester use a Facebook post to demonstrate how crisp packets can be flattened for recycling and to ask for volunteers.
SUGGESTION: Share your customers hints and tips or hacks to help support your customers.
EXAMPLE: Pauline Wolfe at The Malvern Healing Tree uses curated content to position herself as a subject matter expert on the menopause. As well as setting up a ‘Meno Lounge’ group on Facebook, (in addition to face to face events) Pauline posts helpful hints and tips to assist women with the symptoms of menopause and perimenopause.
The nature of social media means we can put our brands in front of our prospective customers at multiple touchpoints in the customer journey, on a variety of platforms. Whether it is a short video on Facebook, a recipe guide on Pinterest or an Instagram story, the opportunities are huge.
Use Instagram Stories to offer a fun, down-to-earth connection with your target audience. You can share meaningful moments from growing your business, the experience or profiles of employees who stand out, and any other real-life stories of your business that help your audience feel closer to you. Make a customer the centre of your story.
QUESTION: Which ideas will work best for your audience?
Let me know!
If you’ve missed the previous parts of this series, you can read them here:- part 1, part 2, part 3, part 4. Now you should more than 30 ideas that you can use in your business, to win more sales through social media. I hope I’ve demonstrated ways that local Worcestershire businesses (like you) are using social media to get their story out there.
QUESTION: Do you still need inspiration?
No problem! Why not work with me one to one? I have launched 4 new fixed price packages, to help you, whatever stage you are at in your business to supercharge your social media strategy.