Advocacy represents the ultimate payoff for marketers, turning current customers into lively and engaging advertisers of your product or service.

Advocacy goes beyond adoption and retention and instead involves customers who have already adopted and retained your products and services and are now using and sharing their experiences with others. This generates buzz for your business and helps educate and inform others from a third-party platform, reaching new markets in a new way at a minimal (or zero) cost to your company.

Advocacy provides the ideal reward for marketers because it represents a built-in audience of passionate users who want to actively spread the word of your products and services. These advocates may utilize YouTube reviews, tweets, Instagram posts, word-of-mouth, or various other methods, but the point remains the same: They’re telling people about your brand — and encouraging them to engage as well.