The importance of brand advocacy

Social selling is all about using social media platforms to build trust, but nobody will listen to a brand that blows its own trumpet. This is where brand advocacy comes in.

Brand advocates elevate your brand through word of mouth marketing, including leaving positive reviews, referring new customers and creating content on your behalf. This not only lessens your efforts, letting others do the talking is more credible, as 76% of people say they’re more likely to trust content shared by ‘normal’ people (Sprout Social).

Advocacy marketing via social media offers you a wide range of opportunities to maximise your SEO strategy.

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Brand advocates can create content and backlink to your website which influences your search rankings.

And, if you create and share content that resonates with your audience, they may even link to it in their own conversations on their networks. The increase in backlinks and SEO ranking through brand advocacy leads to increased branded traffic to your site.

For B2B brands, LinkedIn is the top platform to leverage brand advocacy and boost SEO.

The key to social selling on LinkedIn starts with expanding your relevant network by sending out personalised connection requests. Not everyone will accept, but this will build your following gradually.

Once you’ve built a decent base of followers, you can promote your brand content and use advocates to spread your message. Updates with lots of comments get more exposure, so it’s a good idea for you and your advocates to get connections to share their opinions and encourage further conversations with their extended networks.

But, for brand advocacy to be successful on any platform, you must support it. There are brand advocacy tools such as Origin Blurbs that support advocates by curating content for them to share, reward advocates and it enables you to easily track your campaigns. 

If you would like to find out more about implementing a brand advocacy campaign, please email me at philip@origingrowth.co.uk. Alternatively, call a member of the team on 01926422002 to discuss your social selling strategy.

 

Philip Hesketh

Consultant

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