This document discusses how to create an effective inbound marketing strategy using brand advocates and loyal customers. It notes that while inbound marketing is popular, content can get lost quickly online. An effective solution is to engage existing brand loyalists and advocates to help spread content through their own networks. The document provides examples of how companies have successfully engaged advocates and outlines strategies for identifying, engaging, and recognizing advocates to help push marketing content.

1. Creating an
Inbound
Marketing
Strategy
that Sticks

2. Over the past few years, Inbound
marketing has been very hyped.

3. For Good Reason…
of chief marketing officers
think custom content is very
or somewhat valuable
of consumers find custom
content useful
- Roper Public Affairs & Corporate
Communications
87%
90%
And on the other end of the spectrum

4. “Inbound delivers 54% more leads in the
2013 marketing funnel than outbound
sources” - Hubspot

5. But it’s not all rainbows and
sunshine

6. The reality is that you're
competing in a sea of continuous
updates.

7. Within minutes, your wonderful
piece of content has vanished
into social media’s backlog.

8. When our tweet included
#marketing
After 5 minutes: 37 tweets
were pushed ahead of ours
under #marketing.
After 1 hour: 461 tweets
were ahead of ours.
When tweet included
#B2Bmarketing
After 1 Hour: 22 tweets were
pushed ahead of ours
Case in point…

9. Feeling like your content’s missing
the longevity needed to spread
outside of your close circle?

10. Is even your kick-ass content
getting stuck?

11. Smart companies are focused
on inbound marketing, but
many lack the ability to have
their content rise above the
rapid stream of clutter.

12. Which makes us sad.

13. But there’s a solution!

14. What if you could
add sales reps and
promoters for free?

15. What if you could
add sales reps and
promoters for free?
The kind that
would gladly help
you out, simply
because they
love your
product.

16. They’re out there, and
there’s a good chance your
company has them.

17. They’re out there, and
there’s a good chance your
company has them.
They’re called
Brand Loyalists

18. They’re out there, and
there’s a good chance your
company has them.
They’re called
Advocates
Brand Loyalists

19. They’re out there, and
there’s a good chance your
company has them.
They’re called
Advocates
Enthusiasts
Brand Loyalists

20. They’re out there, and
there’s a good chance your
company has them.
They’re called
Advocates
Enthusiasts
Brand Loyalists
Fans

21. 5 reasons your
inbound marketing
needs a push from
your most loyal fans

22. Advocate Marketing is more
cost-effective than traditional.
Advocate marketing is 10X more cost-
effective than traditional marketing
1.
Source

23. Advocates refer new business
For 45% of B2B companies, the majority (60%)
of their new customers come from referrals.
2.
% of new sales which come from referrals
Non-­‐referred
customers
Referred
customers
60%
40%
Source

24. Advocates reach a broad audience
Advocates are 3X times more likely to share
product info with someone they don’t know.
3.
Source

25. Advocates are
the most trusted
form of
advertising
96% trust
recommendations
from people they
know vs 24% of whom
trust online ads
4.
Source

26. Advocates work for you even
in their downtime
Advocates are 3X more likely to view
sharing as a form of relaxation
5.
Source

27. Wow! That’s convincing!
But how do I start?

28. First, gather your advocates…
• Use email marketing
• Connect over social
• Call them
• Survey them
• Ask for referrals

29. Give them things to do (1/2)
Social
– Follow on Twitter
– Join a LinkedIn
group
– Comment on a
blog post
– LinkedIn discussion
– Follow other
advocates on
Twitter
– Tweet a #hashtag
Content
– Share an article
– Newsletter
subscription
– Write a blog post
– Share a success
story
– Create a video
– Speak to the press
Demand Generation
– Refer an advocate
– Refer a prospect

30. Give them things to do (2/2)
Events
– Join an event group
– Event testimonials
– Tweet at the event
– Crowdsource event
content
– Event feedback
– Event scavenger
hunt
– Speak at an event
Customer
experience
– Product release
notes
– Product
feedback
– Product
enhancements
– Mentor a new
customer

31. Recognize their contribution
Networking opportunities
Tickets, events
Access to key staff
Charity & donations in their name
Services, education, training
Prizes
Points & badges

32. Many B2B & B2C companies
understand the importance of
brand loyalists

33. Walmart created a “Walmart Moms” program. It’s
a portal that directs users to 20 different “Mom
blogs” (All of which advocate for Walmart, and
have a “Walmart Mom” badge on their site).

34. renewal rate
for customers in
the advocate
program
more stories
for marketing
and sales
100%
300x
content!

35. Ford had great success with their advocate
program. Its most loyal customers participated in
fun challenges and were required to document
their journeys through various social channels.

36. value!
Feedback
Content
Development
Professional
Development
$130,000
total value
returned by
each
influencer

37. Don’t stress over Twitter
followers and Facebook likes.
Instead focus on harnessing
your most loyal customers.

38. The goal shouldn't be to
have a lot of people to yell at,
the goal probably should be
to have a lot of people
who choose to listen. Don't
need a bullhorn for that”
– Seth Godin
“

39. Build one-to-one
relationships today!
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