What is Brand Advocacy? How Do You Cultivate Brand Advocacy?

Every business faces the challenge of attracting customers and creating loyal advocates who actively promote their products or services. Brand advocacy has become a cornerstone for sustainable growth, with advocates driving awareness, trust, and revenue in ways traditional marketing efforts cannot achieve. This guide explores brand advocacy, benefits, and actionable steps to foster it within your business.

What is Brand Advocacy?

Brand advocates are delighted customers who go beyond loyalty to recommend your business to others actively. These individuals willingly share their positive experiences without expecting anything in return. They are your most effective promoters, acting as trusted voices in their communities.

Advocates are 75% likelier to share a great experience than average customers. By leveraging their enthusiasm, businesses can create a ripple effect of trust and credibility, driving new and repeat customers to their brand.

The Value of Brand Advocacy

Brand advocates are invaluable because their influence extends far beyond traditional advertising. Here’s why they matter:

• Trust and Influence: A staggering 83% of people trust recommendations from friends and family over advertisements, and 50% of purchases are influenced by word-of-mouth. Brand advocates amplify this trust, helping you cut through the noise of competitive markets.
• Word-of-Mouth (WOM) Drives Sales: Research shows that 90% of people are more likely to purchase from a brand recommended by someone they trust. Even better, these referrals can increase spending by 20-50% compared to customers acquired through other channels.
• Advocates as Sales Reps: Your advocates can act as a top-performing sales force, often driving 2-10 times more purchases than traditional advertising methods. They are particularly effective at influencing high-value and repeat purchases.
• Economic Impact: Brand advocacy drives $6 trillion of annual consumer spending, underscoring its critical role in business success.

Despite these benefits, 58% of businesses fail to prioritize brand advocacy, and 80% of customers report that their favorable experiences with a brand do not get recognized or rewarded. Closing this gap is vital for staying ahead of the competition.

Visualizing the Sales Experience: Cold Call vs. Brand Advocate Referral

Imagine two scenarios: a potential customer receives a cold call from a salesperson and another where they hear about your brand from a trusted advocate. Let’s explore the differences in how these interactions unfold and their impact on the customer’s decision-making process.

In the cold call scenario, the salesperson must fight for attention and credibility, often facing resistance. In contrast, the advocate referral begins with trust, making the sales process faster, easier, and more effective. This is the power of brand advocacy: it transforms a transactional sales experience into a seamless, trust-driven journey that builds lasting customer relationships.

By creating exceptional customer experiences, you’re not just earning a single sale—you’re empowering advocates to become your most compelling sales team.

How To Cultivate Brand Advocacy

Creating a loyal network of brand advocates requires intentional effort. Here’s how to cultivate them:

• Deliver Exceptional Value: Your product or service must provide genuine value to meet or exceed customer expectations. Ensure quality, innovation, and reliability to establish a solid foundation for advocacy.
• Provide Outstanding Customer Service: Memorable experiences often begin with excellent customer service. Train your team to be responsive, empathetic, and solution-focused to leave a lasting positive impression.
• Build Authentic Relationships: Engage with your customers on a personal level. Tailor communications, acknowledge milestones and show genuine appreciation to create meaningful connections.
• Encourage Social Sharing: Make it easy for your customers to share their experiences online. Use branded hashtags, shareable content, and incentives to encourage advocacy on social media.
• Surprise and Delight: Small acts of generosity—like unexpected discounts, gifts, or personalized notes—can leave a powerful impact. Such surprises foster emotional bonds with your brand.
• Showcase Customer Stories: Highlight testimonials, case studies, and user-generated content to celebrate your customers’ success and show appreciation for their advocacy.
• Reward Advocacy: Develop referral programs or loyalty incentives to reward those who actively promote your brand. Tangible recognition reinforces their enthusiasm.
• Act on Feedback: Listening to customer feedback and implementing changes demonstrates that you value their input. This strengthens trust and increases their likelihood of becoming advocates
• Keep the Relationship Alive: Advocacy is not a one-time achievement. Regularly engage with your advocates through newsletters, exclusive updates, and events to maintain their enthusiasm.

Measuring Brand Advocacy Success

To determine the effectiveness of your brand advocacy efforts, track the following metrics:

• Net Promoter Score (NPS): This measures how likely your customers are to recommend your brand to others.
• Referral Rates: Monitor how many new customers are coming from advocate referrals.
• Customer Lifetime Value (CLV): Advocates tend to have a higher CLV, so track the long-term revenue they generate.
• Social Media Mentions: Observe how often your brand is organically mentioned and recommended online.

Analyzing these metrics allows you to refine your strategies and ensure that your advocacy program delivers maximum impact.