This is a three part guest post by Shawn M. Miller, CXO at Smync and Author of The New Face of Your Brand: Social Brand Advocacy grows Business with Customer Community and Co-Created Marketing.
Imagine standing on one of the striped lines on the 405 freeway in Los Angeles at 5 o’clock in the afternoon as thousands upon thousands of cars buzzed past you as quickly as they possible. Now, imagine one of those vehicles flying past is one of your promotional social media posts.
This is the overwhelming volume that content marketing strategies have fueled, one that fills our News Feeds on every social media site. Top marketing experts suggest that on average you have 6 seconds to capture the attention of your reader.
Jay Baer recently put this into perspective saying, “You’re not just competing with other brands for their attention, you’re also competing with friends, family, music playlists, soccer games, breaking news and nights out on the town.” It’s a noisy News Feed and the deck is stacked against you unless you pay and pay dearly.
The better answer is right under your nose. You’re ignoring the people who have the ability to gain that Stop Swipe (the ubiquitous sideswipe motion which means you have already lost a person’s attention) attention from your audience. This is where the goldmine lies in word of mouth marketing. It is customers and friends of your brand and their close relationship to new prospects, your brand advocates.
Brand Advocates provide trusted, relevant message delivery that drives sales. They amplify your brand story for little to no cost. They can and will put your message into the hands of your consumers.
Advocacy empowers your customers to deliver your message right into the eyes of an ideal prospect at the ideal time. Cutting through the noise and overwhelm because it’s coming from someone who has the ability to get mind capture. Fred Reichheld—the father of Net Promoter Score—says: “The only path to profitable growth may lie in a company’s ability to get its loyal customers to become, in effect, its marketing department.” This is why I maintain firmly that social brand advocacy is the holy grail of marketing today, not more content and not any magical noisy ‘Influencer.’
Growing your company’s engaged Brand Advocates by just 6% can increase your revenue growth rate of your consumer brand by 4X. Effective brand advocacy activity from just 6% of your client base will increase your market share by nearly 10% and at a much more profitable operational cost than your competition.
Accept the fact that organic reach is dead and stop ignoring the people who have the attention of your ideal clients and prospects.
We hope you enjoyed this adapted excerpt from The New Face of Your Brand: Social Brand Advocacy grows Business with Customer Community and Co-Created Marketing, by Shawn M. Miller, CXO at Smync. For more information about social word-of-mouth-marketing and brand advocacy, please visit http://smync.com/.
- The Social Marketers Axis of Evil (Part 3): Distrust - March 8, 2017
- The Social Marketers Axis of Evil (Part 2): Disconnection - December 28, 2016
- The Social Marketers Axis of Evil (Part 1): Distraction - December 5, 2016