Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”