8a Advocacy PDF

Making Your Funnel Work
Advocacy
Advocacy
Advocacy
© https://e-commercemanagers.com 2
ADVOCACY
▪ Reviews
▪ Testimonials
▪ Affiliate programs
▪ Loyalty (Points and Rewards)
▪ Exclusives
▪ Influencer marketing
▪ Ambassador Program
Advocacy
ADVOCACY
A customer advocacy program is a marketing initiative that is designed to turn
customers into spokespeople for your brand.
A formalised advocacy program does this by offering customer incentives. By

doing this, you can encourage your customers to promote and talk about your
company and products.
Stimulate, facilitate and measure word of mouth
Word of caution
Investments in advocacy only return money if you have a great product
Advocacy
STATS
Source:
Rocketdata on Medium
Advocacy
STATS
Source:
Advocacy
IMPACT REVIEWS ON CONVERSION RATES
▪ Star rating increase from 3.7 to 4.4 can increase an enterprise’s conversion
rates by 80% and global brands — by 120%
▪ From 4.3 to 4.4 is the point where the growth of conversion rate is the
highest — 25%.
Replying on reviews
▪ For both SMBs and enterprise businesses had nearly the same conversion
rate (~3%) when their reply rates were about 10%
▪ However, when enterprise businesses respond to at least 32% of reviews
they achieve 80% higher conversion rate than companies that respond to
10% of reviews.
Source:
Advocacy
WHO TO ASK FOR A REVIEW
Reviews have a high impact on key metrics like conversion rates. So you want to prevent bad
reviews. Pre-qualification is essential for that reason.
Behavior based
▪ Frequent / recurring buyers
▪ Intensive / engaged users
▪ Social media behavior indication (mentioning, liking/sharing)
Survey and other methods

▪ NPS method → ask only high ratings
▪ Pop-up with how much they like you→ high rating? → External review
Advocacy
REVIEWS - TYPES OF BEHAVIOR / TRIGGERS
Purchasing Social/sharing
▪ Buy a product ▪ Share a link on social media
▪ Upgrade a product ▪ Write a review
▪ Extend a product (subscription) ▪ Place a link on a website
▪ Forward an e-mail
Engagement
▪ Visit the website
▪ Viewing a page or product
▪ Publish or comment on
▪ Clicking on links
▪ Download
▪ Data-enrichtment / Profile completion
Advocacy
REVIEWS – WHERE TO SEND THEM?
SaaS B2C
▪ Trustpilot ▪ Trustpilot
▪ Capterra ▪ GoogleMyBusiness
▪ G2 Crowd ▪ Facebook
▪ FinancesOnline ▪ Yotpo
▪ GetApp ▪ Powerreviews
▪ TrustRadius ▪ Trusted Shops
▪ Feedback company
B2B Non-Saas
▪ Upcity.com (US only) Apps
▪ Clutch.co (Global) ▪ Play Store (Google)
▪ Goodfirms.co (Global) ▪ App Store (Apple)
▪ Upfirms.com (IT services)
Advocacy
POINTS AND REWARDS B2B Purchaser Both roles User
▪ Mostly B2C Example CFO Business Project

▪ Close knit to gamification owner manager
Rewards Product Product Company
Benefits discounts, upgrades, swag,
▪ Build automatically Store Digital gift exclusive
▪ Slowly build buy-in / lock-in credit cards access,
▪ Stimulate engagement Personal
▪ Users are automatically assigned to a support
loyalty program
Why Concerned Concerned Product
with cost with cost value and
How to use for advocacy?
savings savings personal
▪ Extra points for bringing in new clients
and rewards
▪ Referral links
product
▪ Extra points for social sharing (hashtag +
value
social media account)
Advocacy
TESTIMONIALS
Besides getting them, also test with
position, usage and highlights.
[quote from the testimonial]
Source case
VWO (Visual Website Optimizer)
Advocacy
AMBASSADOR PROGRAM
The name ambassador is used in very many ways:
▪ Paid affiliate programs (pay in $)
▪ Programs that create value in exclusives and monetary value items (coupons, gifts), more like a
loyalty program
▪ Brand extensions (core features of the final product) mostly part of distribution strategy
▪ Volunteers / Community engagement persons
▪ Community members (digital)
How to use for advocacy?

▪ Any activity or program that stimulates loyalty of advocacy should be considered rewarded,
when ROI business case is positive
▪ Like you see FIT
Advocacy
EXCLUSIVES
Content Training
▪ VIP area ▪ Extra one-on-one training
▪ Special training ▪ Free certification
▪ Access to beta launches
Commerce
Events ▪ Free shipping
▪ Product launches ▪ Faster delivery
▪ Exclusive webinars ▪ Extra features
▪ Always a discount (!)
▪ Free services
▪ Extra month
Advocacy
INFLUENCER MARKETING
Influencer marketing involves a brand collaborating
with an online influencer to market one of its
products or services.
Some influencer marketing collaborations are less

tangible than that – brands simply work with
influencers to improve brand recognition.
Payment models are based on:

▪ Followers (price per 1.000 ~watch organic reach)
▪ Platform (Facebook, Instagram, Snapchat, etc)
▪ Engagement (likes, shares, comments
▪ Reach
Overview of networks
Advocacy
AFFILIATE MARKETING
Affiliate marketing are advertising
programs that are based on performance.
Most used methods of rewarding are:
▪ CPC (Cost Per Click)
▪ CPA (Cost Per Action)
▪ CPL (Cost Per Lead)
▪ CPS (Cost Per Sale)
Pro
▪ Only pay for value
▪ Brand effect is ‘free’ side-effect
Con
▪ Brand control
Advocacy
AFFILIATE MARKETING NETWORKS
▪ ShareASale
▪ ClickBank
▪ CJ Affiliate (formerly Commission Junction)
▪ Amazon Associates
▪ eBay Partner Network (EPN)
▪ FlexOffers
▪ Pepperjam
▪ Rakuten Marketing (formerly LinkShare)
▪ Awin
▪ Tradedoubler
Whitelabel
▪ https://www.postaffiliatepro.com/
▪ https://tapfiliate.com/
Advocacy
Advocacy
THE END
▪ Next session about:
▪ 8B: PPC + Google Search Ads
Advocacy

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Making Your Funnel Work

A formalised advocacy program does this by offering customer incentives. By

Stimulate, facilitate and measure word of mouth

Survey and other methods

▪ Mostly B2C Example CFO Business Project

[quote from the testimonial]

How to use for advocacy?

Some influencer marketing collaborations are less

Payment models are based on:

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