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Tapping Your Brand Advocates for Word of Mouth

The Internet show about small business marketing.

Podcast Episode #84 – Rob Fugetta on Branding and Differentiation


Now that all businesses have websites and social media, where is word-of-mouth marketing? About the same place as it has always been. Word of mouth has never been about the platform, it’s been about the messenger. How do you get people to talk about, and recommend, your business? In this episode of Power to the Small Business, Rob Fugetta, CEO and founder of Zuberance, and author of Brand Advocates, will share how we can tap our most enthusiastic customers for a simple word-of-mouth marketing plan.

Brand Advocates

Guest: Rob Fugetta, Zuberance, San Carlos, CA.
Length: 24 minutes


You can listen any time if you

Brand Advocates Show Notes:

What are Brand Advocates?  – Highly satisfied customers, or others, who are willing to recommend your brand or product without pay or incentives. They are your most engaged, most enthusiastic, most loyal customers.

How do you find them?
Start by asking the ultimate question for customer loyalty:

“On a scale from 1-10, how likely are you to recommend us to your friends or colleagues?”

Those who score your business with a 9-10 are considered advocates. On average, about 50% of people say they are highly likely to recommend. About 50% of your customers could be brand advocates.

BUILDING A BRAND ADVOCACY MARKETING PLAN

FIRST: Build a data base of brand advocates by asking the ultimate question. Do it on a systematic basis across a variety of customer touch points and communications channels.

SECOND:  Energize and make it easy for your brand advocates ways to recommend you and share your content.

  • Create Ratings and reviews for your products
  • Provide you with advocate stories and testimonials
  • Share your content and offers with their social networks.

Selected quotes from Rob Fugetta on the show:

ON HOW YOU GET BRAND ADVOCATES:

“The way a company can create advocates is to provide compelling and unique customer experiences.”

ON BRAND ADVOCACY:

“True advocacy cannot be paid for or manufactured, it can only be earned.”

ON YOUR RELATIONSHIP WITH BRAND ADVOCATES:

“It’s really not about marketing to your advocates; it’s marketing through your advocates, and with your advocates.”

ON MARKETING:

“Marketing is about more than clicks and impressions; it’s about building a movement around your brand.”

Show Links:

Rob Fugetta – Zuberance
Rob’s Book:
Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

An archive of past episodes of this podcast can be found here: Power to the Small Business

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We’re all marketers in training. Our marketing acumen is the product of the knowledge we pour into our brain + the practical application of that knowledge. I think the best marketers always have a book their hand, a blog post on their monitor, and a magazine in their throne room. To help you pour some