In this age of social web disruption, what should marketers focus on? SEO has constant capricious changes, buyers are drowning in a sea of content, the social mob is difficult to harness for our advantage. Buyers are tuning out email and ads. My hypothesis is the best way to cut through the clutter is to surround buyers with social proof, and the best way to do that is mobilize customer advocates to generate more referral leads, online reviews, social media buzz and customer stories.
Advocates are more than just a great way to generate sales efficiently. I believe that they are the best way to organize a company - advocacy should be the goal of a company. Evidence is presented highlighting how a focus on advocacy drives better marketing results, company performance, and helps everyone in the company align with a feeling of integrity.
How to mobilize advocates? What makes advocates tick? Some insight is provided on these items as well.