Content is everywhere. Every day, ultra-connected consumers are bombarded from all directions by YouTube videos, Tweets, Facebook posts, and Pins – it’s unavoidable. So in order for your brand’s content to be effective, it needs to stand out against everything else your audience encounters on a daily basis. And one of the best ways to ensure your content is being seen is to encourage your fans and customers to share it with their own friends, family, and connections.
Integrating social media into your marketing plan is a no-brainer, especially considering how much time your audience spends on social channels. According to research from Flurry, 280 million people worldwide are "mobile addicts" who launch applications on their devices 60 times or more per day on average. Whether it’s at home, on a bus, or during their lunch break, your customers are constantly connected.
That’s why advocacy marketing is on the rise for brands with passionate and active audiences. Simply put, advocacy marketing is when you get your brand's biggest fans to market for you, sharing everything they love about you on their own social channels. It’s a method that not only allows you to discover and nurture your most valuable advocates, but one that also helps build meaningful relationships between you and your consumers – relationships that lead to powerful word-of-mouth recommendations. But if you want your fans to start sharing content on your behalf, you need to give them a compelling reason to do so.
Interested in learning how you can start collecting advocates for yourself? Here are 5 ways to encourage fans and customers to share your brand's content.
1. Offer them exclusive ‘first-look’ content they’ll want to see.
Fans of any brand love to feel as though they’re a part of something exclusive. A great way to encourage them to start talking about your brand is to offer them early access to articles, videos, products, sales, or other VIP-type content. The chance to see or participate in something before anyone else will incentivize them to jump on board and start sharing.
2. Let your fans vote on or pick the reward.
One of the best ways to get consumers involved in content sharing is to offer them exactly what they want. But how do you know what that is? Ask them! If you have a variety of rewards you can offer your advocates, let them vote on which rewards they’d prefer to receive. That way, everyone wins.
3. Prove to fans that their opinions count.
Brand advocates like to feel like their opinions matter, and in return they love brands that give value to those opinions. Ask your fans how they feel about a new product, store opening, or social event, then recognize them for giving their input. The more you interact with them, the more they’ll feel appreciated and want to share more of your content in the future.
A great way to recognize advocates is through user-generated content like this from Revolve. They'll appreciate the shout out and be more likely to share.
4. Appeal to their benevolence.
Many people have the desire to do good things for others, especially if it’s made easy. For example, if a non-profit proposes to give $1 to their cause for every share or retweet, chances are most fans will participate. Give your audience the chance to get involved in a way that doesn’t require them to jump through hoops.
5. Create entertaining and shareable content.
If you really want your advocates to share your brand’s content, it needs to be worth their time. Brand advocates will share content for rewards points, but more importantly, they’ll share it on their social media platforms if they truly want others to see it because it’s interesting. Images, videos, and other visually appealing content will likely receive more engagement. Give them a reason to share your content by creating something that’s one-of-a-kind.
An advocacy marketing program is meant to help your brand spread its message through passionate fans who love to share their opinions. In order for your brand to have a strong and positive presence, you need to make sure you're encouraging your advocates to do their part to spread your content across their social networks. If you’ve been looking to do just this, an advocacy marketing program may be just the solution you need.
About the Author
Laura is a content marketing specialist at Spendsetter, the leading advocacy marketing platform that allows brands to engage, incentivize, reward, and track their own database of brand advocates.More Content by Laura Demetrious