One major mistake business owners often make is neglecting to build a solid business-client relationship after making a conversion as order completion is not the end of the purchasing process. Brands must take care of existing customers and seek their loyalty. Just like brand equity, brand advocacy plays an essential part in growing a business; it is about promoting your brand through word-of-mouth (WOM). Clients of a business with good brand equity can easily become brand advocates of that business by sharing their positive reviews and experiences on social media which would influence sales and promote the business to new clients or customers. To actively adopt the brand advocacy strategy, you need to ensure that your brand, products and services are perceived positively by consumers. Once this is achieved, the chances of client retention will be very high, in addition, they will also be happy and willing to refer your brand to friends and family members. Unintentionally, brand advocates tend to become marketers of brands that have earned their trust and loyalty overtime. Some merits of incorporating brand advocates into your business marketing strategy include:
- Create user-generated content
- Offer free publicity from reviews, product video demos, social media updates and blog posts specifically mentioning your brand.
- Boost brand awareness
Clients go from consuming your brand’s marketing or public relations to helping to create same for your brand in every capacity they can as they evolve into advocates and this produces organic influence that will go a long way as they become in sync with your branding initiatives. Your brand will always be represented positively and this will be of great benefit to you and your business.