Advocacy marketing: What it is and how to do it well

Advocacy marketing is a marketing strategy that focuses on getting your customers, employees, and other brand loyalists to promote your products or services to their networks. This can be done through a variety of channels, such as social media, word-of-mouth, and employee referral programs.

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advocacy marketing

Advocacy marketing is effective because it’s based on trust. People are more likely to listen to recommendations from their friends, family, and colleagues than they are to traditional advertising. Additionally, advocacy marketing can help you to reach new audiences that you might not be able to reach on your own.

The different types of brand advocates

There are three main types of brand advocates:

  • Customer ambassadors: These are customers who have had a positive experience with your brand and are willing to share their story with others. They can be found on social media, customer review sites, and in your own customer base.
  • Brand ambassadors: These are people who are passionate about your brand and its values. They may be celebrities, influencers, or simply people who love your products or services.
  • Employee ambassadors: These are your employees who are proud to work for your company and are willing to advocate for it to their networks. They can be found on social media, at industry events, and in their personal lives.

How to build a successful advocacy marketing program

There are a few key things you need to do to build a successful advocacy marketing program:

  • Identify your advocates: The first step is to identify your potential advocates. This could be customers who have left positive reviews, employees who are active on social media, or industry influencers who have expressed interest in your brand.
  • Develop a program: Once you have identified your potential advocates, you need to develop a program that will help them to advocate for your brand. This could include providing them with exclusive content, early access to new products, or simply giving them the tools and resources they need to share their story.
  • Measure your results: It’s important to measure the results of your advocacy marketing program so that you can see what’s working and what’s not. This could involve tracking social media engagement, website traffic, or sales leads generated from your advocates.

Example of an advocacy marketing campaign

One example of an effective advocacy marketing campaign is the Sephora Beauty Insider program. This program rewards customers for shopping at Sephora and engaging with the brand on social media. Members of the program receive exclusive discounts, early access to new products, and other perks.

Sephora also has a dedicated team of Beauty Advisors who help customers to find the best products for their needs and who are active on social media. These Beauty Advisors are a valuable resource for Sephora customers and they help to promote the brand to their followers.

Sephora’s advocacy marketing program is successful because it provides value to its customers and it makes it easy for them to advocate for the brand. Sephora also does a good job of recognizing and rewarding its advocates, which helps to further motivate them to promote the brand.


Advocacy marketing is a powerful way to reach new audiences and build trust with potential customers. By developing a strong advocacy marketing program, you can encourage your customers, employees, and other brand loyalists to become your best salespeople.


J Oct 2023


Ekrem Duman

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