Something To Talk About How To Reach Brand Advocates
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Something to Talk About: How to Reach Brand Advocates
Summary:
Opinions MatterWord-of-mouth advertising remains a powerful marketing tool because consumers trust the opinions of others when choosing products. In the digital age, social media and brand advocacy represent this form of marketing online. A significant 76% of online shoppers depend on feedback from fellow buyers. From detergents to cereals, people use social media to connect with others whose opinions influence their purchasing decisions.
Understanding Brand Advocates and Their Importance
A Yahoo study identified a group known as brand advocates, who play a critical role in shaping social trends and buying habits. According to Edwin Wong, Senior Manager of Market Research at Yahoo, these advocates have always existed, but Web 2.0 tools amplify their influence. They passionately recommend good brands, and although they make up a small portion of consumers, their impact is significant. Brand advocates show a two-to-one conversion rate, making them an invaluable sales force once convinced of a product's worth.
How to Engage Brand Advocates
Find Their Hot Topics
To engage the most vocal and influential buyers in your niche, identify what truly matters to them and position your brand accordingly. Transform your product into something meaningful. For instance, if you sell nutrition bars, market them around lifestyle, health, and weight loss, connecting with online groups focused on these areas. Look into hot topics in your niche and tailor your marketing message to address these issues.
Utilize Portal Sites
Brand advocates tend to conduct extensive online research, exploring a wide range of options. This provides an opportunity to reach them by offering detailed, engaging information on numerous platforms. Portal sites allow users to share opinions and passions while providing marketers a space to demonstrate product superiority.
- Enthusiast groups and countless reviews cater to people looking to connect with like-minded individuals who love particular brands.
- Blogs, online groups, product review sites, and forums help advocates discover and support brands they are passionate about.
Wong advises, "Engage these knowledgeable consumers during their research process. Use every available means to connect with them because they can drive product sales and elevate your brand's bottom line."
By effectively reaching brand advocates, you can turn them into powerful allies who champion your brand and influence others to follow suit.
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