Marketing Ecosystem Part 11: Irrational Advocacy

Turning Customers into Advocates: The Final Boss of Marketing

Congratulations—you’ve walked through all the steps of the marketing funnel, converted customers, and now, it’s time for the best part: turning those customers into irrational advocates. These aren’t just repeat buyers—they’re superfans, the kind of people who will tell everyone they know about your brand, fight for your reputation, and even go out of their way to bring new people into your world. They’re your strongest marketing assets, and nurturing them is the ultimate marketing goal.

Here’s the thing: this level of advocacy is possible in any industry. Yes, even yours. Whether it’s an advertising agency, a shoe company, or a restaurant, creating brand advocates starts with the experience you deliver and the emotional connection you build. It’s about making people love your brand so much that they obsess over it.

In this blog, we’ll dive into how to create “irrational” advocates by building deep, meaningful relationships with your customers through values, quality, creativity, and story. Let’s get into it.

Why Advocacy Matters

Advocates aren’t just loyal customers—they’re extensions of your marketing team. Here’s why advocacy is so valuable:

1. Word of Mouth Is Incredibly Powerful:
   • Stat: 92% of consumers trust recommendations from friends and family more than any other form of advertising. (Nielsen)
   • Advocates spread your message organically, amplifying your reach without additional ad spend.
2. They Help You Stand Out in a Crowded Market:
   • Advocacy isn’t just about retention—it’s about differentiation. When people rave about your brand, it creates a buzz that no competitor can replicate.
3. Advocates Have Higher Lifetime Value:
   • Fact: Brand advocates are 50% more valuable than regular customers because they spend more, stay longer, and refer others. (Customer Thermometer)

How to Turn Customers into Advocates

Building advocates doesn’t happen overnight, but it’s worth the effort. Here’s how to get there:

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1. Deliver an Unmatched Experience

The foundation of advocacy is an incredible customer experience. People become superfans when they feel like your brand goes above and beyond.

• Tips for Products:
  • Focus on durability, design, and quality.
  • Include thoughtful extras, like handwritten notes or unexpected gifts.
• Tips for Services:
  • Prioritize clear communication, reliability, and delivering results that exceed expectations.
• Example: Disney isn’t just a theme park—it’s a meticulously designed experience where every detail, from the cleanliness to the customer service, is crafted to wow visitors.

2. Build Emotional Connections

Advocates aren’t born out of logic—they’re created through emotion.

• How to Do It:
  • Tell Your Story: Share your brand’s journey, values, and mission. People connect with authenticity.
  • Reflect Their Values: Support causes or issues your customers care about.
• Example: Patagonia’s commitment to sustainability has created a passionate following of environmentally conscious consumers who not only buy their products but advocate for their mission.
• Stat: 64% of consumers say shared values are the main reason they have a relationship with a brand. (Harvard Business Review)

3. Engage Creatively Across Channels

Creativity is key to building advocates who obsess over your brand.

• How to Engage:
  • Run campaigns that inspire, surprise, or delight your audience.
  • Use humor, emotion, or bold visuals to stand out.
  • Interact directly on social media with personalized replies or shoutouts.
• Example: Oreo’s "Dunk in the Dark" tweet during the Super Bowl blackout became a cultural moment that elevated their brand to advocacy levels.
• Fact: Engaging brands see 30% more brand advocacy than less active competitors. (Social Media Examiner)

4. Reward Loyalty and Advocacy

Show your advocates you value their support.

• Ideas to Try:
  • Create a loyalty program with exclusive perks for repeat customers.
  • Reward referrals with discounts, free products, or early access to new offerings.
  • Spotlight advocates on social media to show appreciation.
• Example: Starbucks’ Rewards Program offers free drinks, exclusive offers, and birthday gifts, keeping their most loyal customers engaged.
• Stat: 77% of consumers are more likely to stay loyal to brands that offer rewards. (Bond)

5. Create Moments That Stick

Memorable moments can turn satisfied customers into lifelong advocates.

• How to Create Memorable Moments:
  • Host unforgettable events that tie into your brand.
  • Go the extra mile with surprise-and-delight tactics, like unexpected upgrades or gifts.
• Example: A Chick-fil-A campaign we worked on led to customers camping overnight in the snow just to attend an event the next day. That kind of loyalty stems from a well-crafted ecosystem that creates meaningful experiences.

How to Measure Advocacy

To ensure your efforts are paying off, track these key metrics:

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1. Net Promoter Score (NPS):
   • Measures how likely your customers are to recommend you to others. High NPS = more advocates.
2. Referral Rates:
   • Track how many new customers come from referrals.
3. User-Generated Content (UGC):
   • Monitor how often customers create content about your brand on social media.
4. Repeat Purchase Rates:
   • Advocates tend to buy more often than regular customers.

Final Thoughts: The Ecosystem Creates Advocacy

Advocacy doesn’t happen by accident—it’s the result of the entire marketing ecosystem working together. From awareness to engagement to delivering an exceptional experience, each step in the funnel builds the foundation for irrational advocates who will sing your praises and fight for your brand.

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Your Next Step:

Identify one way to go above and beyond for your current customers this week. Whether it’s sending a thank-you note, responding to a positive review, or creating a loyalty reward, start building the foundation for your next advocate.

Because turning customers into superfans isn’t just the final step in the funnel—it’s the ultimate reward for all your hard work. 🌱

Marketing success is about constant improvement. Subscribe to our blog updates to get the latest strategies for testing and evolving your campaigns—and don’t forget, you’ll be entered to win a free copy of the Black Wave Book! Keep an eye out for our upcoming blog recapping this series and setting you up for long-term success.

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