Brand Advocates

Turn one-time customers into lifelong fans

While every business is different, all have the same goal: to make and keep a customer. 

This is basically the only way for a business to stay in…well…business. 

Every business may do it differently, but they’re all trying to do the same thing. Make and keep a customer. 

It’s good to have such a simple concept leading our brand’s direction.

Marketing should also have a singular, simple end goal. And that is to develop and reproduce brand advocates. 

Focusing on brand advocates can be one of the most profitable things a business can do. 

Why is that?

There are 3 main reasons why brand advocates are so valuable and worthy of your time and intention:

They buy based on value

Some customers buy based on price. That means they only open their wallets when they think something is cheap or inexpensive. 

Brand advocates buy on value. If you’re a brand focusing on offering genuine value to its customers, then this difference is everything. 

They stay your customer for longer

The lifetime value of your customers is immense to a business’s bottom line. 

Getting a new customer is (usually) expensive. The longer they’re your customer, the more you get in return for that initial expense. 

This is why tracking the lifetime value of your customers is essential. 

They tell your story

Lastly, brand advocates care about your story. When a brand has a story and a personality, that’s the thing that sticks with people. 

And brand advocates go out of their way to share that story whenever they can. This is usually called a referral. Referrals, as you know, can be THE lifeblood of a company, meaning having a fully fleshed-out story is paramount. 

As you can tell, the more brand advocates a company has, the more successful it’ll be. You can see this in the 80/20 rule, also known as the Pareto Principle. 

Named after economist Vilfredo Pareto, the principle specifies that 80% of consequences come from 20% of the causes. In other words, for businesses, 80% of sales most likely come from just 20% of your customers. 

That 20% could be your brand advocates. 

Brands find long-term success by intentionally focusing on brand advocates. We’ve seen brands double their revenue simply from focusing on building value and creating advocates. But brands must have a complete, customer-centric marketing strategy in place to get this done. 

Luckily, any brand can start the process of identifying, developing, and empowering brand advocates, no matter their size or industry. 

Start for free by checking out the rest of our Customer Journey Approach masterclass, designed to put you on the path to creating your own army of advocates.