How to Create Marketing That Turns Customers into Brand Advocates

If you’ve got happy customers who love your business, you’re already on the right track. But what if you could take things a step further and turn those customers into brand advocates—people who naturally spread the word about your brand without you even asking? In digital marketing, this is part of the Advocate stage in the Customer Value Journey, where loyal customers become your biggest cheerleaders. And here’s the best part: you can actually design marketing strategies to make this happen!

In this beginner-friendly guide, I’m going to show you how to create marketing that inspires your customers to advocate for your brand. We’ll cover what advocacy is, why it’s so powerful, and practical ways to encourage it, with real-life examples, relatable analogies, and actionable tips to keep things engaging and easy to follow. Whether you’re new to digital marketing or looking to boost your growth, this article will give you the tools to turn happy customers into a word-of-mouth marketing machine. Let’s dive in!

What Is Brand Advocacy?

The Basics of Brand Advocacy

A brand advocate is someone who loves your business so much that they talk it up to others without being prompted. They’re not paid influencers or aggressive salespeople—they’re just delighted customers who share their positive experiences naturally. This could mean leaving a glowing online review, recommending your product to a friend, or posting about you on social media. In digital marketing terms, these “passive promoters” are gold because their enthusiasm is authentic and trusted.

Think of brand advocates as the friends who can’t stop raving about their favorite taco spot. They’re not on the restaurant’s payroll—they just love the food and want everyone to know. Your goal is to create marketing that inspires your customers to feel that same excitement about your brand.

Why Advocacy Is Part of Marketing

You might think advocacy is something that just happens organically, outside your control. Not true! While you can’t force customers to advocate, you can create marketing that makes it easy and rewarding for them to share their love. It’s like setting the stage for a great party—you provide the music, snacks, and vibe, then let your guests have fun and spread the word.

Why Brand Advocacy Is a Game-Changer

The Power of Trust and Word-of-Mouth

In a world full of ads, people are skeptical. They’re more likely to trust recommendations from real people than a flashy billboard. In fact, studies show that 88% of consumers trust online reviews and word-of-mouth recommendations as much as personal referrals. That’s where advocates come in—they’re your secret weapon for building trust and attracting new customers.

Advocacy is like having a team of volunteers handing out flyers for your business, except their “flyers” are heartfelt reviews, social media posts, or casual conversations. Each mention reaches new audiences, driving organic growth without extra marketing costs.

The Business Benefits of Advocates

Advocates don’t just spread the word—they save you money and boost your bottom line. Acquiring new customers through ads can be pricey, but advocacy is essentially free marketing. Plus, customers referred by advocates tend to be more loyal and spend more. A study by Wharton found that referred customers have a 16–25% higher lifetime value than those acquired through other channels. It’s like getting a free coffee every time a friend brings someone new to your café.

How to Create Marketing That Generates Advocates

The key to inspiring advocacy is to make your customers’ experience so amazing that they can’t help but talk about it—and then give them easy ways to share their enthusiasm. Here are practical strategies to design marketing that turns happy customers into brand advocates.

1. Deliver a Wow-Worthy Customer Experience

Advocacy starts with a customer experience that’s worth shouting about. High-quality products, stellar service, and unexpected delights create stories customers want to share.

Real-Life Example: A small online jewelry store includes a handwritten thank-you note and a free polishing cloth with every order. A customer is so touched by the gesture that she posts a photo of her new necklace on Instagram, tagging the store and raving about the experience. Her post gets dozens of likes and drives new visitors to the store’s website.

Practical Tip: Look for small ways to surprise and delight. Offer personalized packaging, fast responses to questions, or a free sample with purchases. These moments make your brand memorable and share-worthy.

2. Ask for Reviews and Testimonials

Happy customers are often willing to advocate, but they might need a nudge. Asking for reviews or testimonials is a simple way to encourage them to share their positive experiences.

Real-Life Example: Designer Shoe Warehouse (DSW) sends a post-purchase email with the subject line, “Tell Us What You Think!” The email thanks the customer for their order and includes a link to leave a review on their website or Google. To sweeten the deal, they offer a chance to win a $50 gift card. Customers leave glowing reviews, which attract new shoppers.

Practical Tip: Make reviewing easy by including direct links to platforms like Google, Yelp, or your website. Offer a small incentive, like a discount or contest entry, but keep it ethical—never pressure for positive feedback. Timing matters too; ask shortly after a purchase when the experience is fresh.

3. Run Contests and Campaigns

Contests are a fun way to engage customers and inspire advocacy. By asking them to create content about your brand—like a video, photo, or story—you encourage them to share their love publicly.

Real-Life Example: A beauty company launches a contest called “Lipstick Love,” inviting customers to submit a short video reviewing their favorite lip gloss for a chance to win a year’s supply of products. A customer posts her video on TikTok, gushing about the gloss’s long-lasting shine. Her followers see the post, check out the brand, and some even enter the contest themselves, creating a ripple effect of advocacy.

Practical Tip: Keep contests simple and aligned with your brand. Ask for user-generated content (UGC) like photos or videos, and promote the contest on social media and email. Offer exciting prizes, but ensure the effort required (e.g., posting a photo) matches the reward.

4. Create Shareable Content

Content marketing can fuel advocacy by giving customers something worth sharing. Think fun videos, helpful guides, or inspiring stories that naturally tie back to your brand.

Real-Life Example: A local coffee shop creates a series of Instagram Reels called “Coffee Hacks,” sharing tips like how to make a latte at home. Customers love the videos, share them with friends, and tag the shop when they try the hacks. The shop gains new followers, and customers feel like part of the brand’s story.

Practical Tip: Design content with shareability in mind. Humor, tutorials, or relatable moments work well. Include your brand’s logo or a subtle CTA (like “Visit us for more tips!”) to ensure shares lead back to you. Tools like Canva or CapCut make creating polished visuals or videos easy.

5. Build a Community Around Your Brand

Communities give advocates a place to connect, share their passion, and amplify your brand. This could be a Facebook group, a subreddit, or even in-person events.

Real-Life Example: A fitness apparel brand creates a private Facebook group for customers who’ve bought their workout gear. Members post photos of themselves in the brand’s leggings, share workout tips, and cheer each other on. The group becomes a hub of advocacy, with members naturally promoting the brand to their networks.

Practical Tip: Start a community on a platform your audience uses, like Instagram or Discord. Encourage engagement with prompts like “Share your favorite workout!” or “What’s your go-to gym look?” Moderate to keep the vibe positive, and join the conversation to show you care.

6. Reward Loyalty and Advocacy

Show your customers some love, and they’ll be even more eager to advocate. Loyalty programs, exclusive perks, or simple thank-yous can inspire them to spread the word.

Real-Life Example: A produce supplier sends a thank-you email to their warehouse manager, asking her to review the local courier service they use. They offer a $10 gift card as a token of appreciation. She writes a glowing review on Yelp, praising the courier’s reliability, which helps both businesses gain credibility.

Practical Tip: Create a loyalty program with tools like LoyaltyLion or Smile.io to reward purchases, reviews, or referrals. Even a personalized email saying, “Thanks for being awesome—here’s 10% off your next order!” can make customers feel valued and encourage advocacy.

7. Make Advocacy Easy with Referral Programs

Referral programs are a win-win: customers get rewarded for sharing your brand, and you get new customers. They’re a powerful way to turn advocates into active promoters.

Real-Life Example: An online pet store includes a “Refer a Friend” link in their post-purchase emails. When a customer shares the link, both they and their friend get 15% off their next order. Customers happily refer friends, and the store sees a steady stream of new shoppers.

Practical Tip: Use referral software like ReferralCandy or Ambassador to simplify the process. Promote your program through email, social media, or your website, and make the rewards enticing but sustainable, like a discount or store credit.

Real-Life Success Story

Let’s look at a real-world example of advocacy marketing done right. A small skincare brand wanted to grow without a big ad budget. They focused on creating an unforgettable customer experience, packaging each order with eco-friendly materials, a handwritten note, and a free sample of their new moisturizer. They also launched a loyalty program where customers earned points for purchases and reviews.

To spark advocacy, they ran a campaign called #GlowUpChallenge, asking customers to share before-and-after photos of their skin after using the brand’s products. They featured the best submissions on Instagram and sent participants a free lip balm as a thank-you. They also added a referral program, giving customers a $10 credit for every friend who made a purchase.

Within four months, their Instagram engagement tripled, customer reviews doubled, and referrals accounted for 15% of new sales. Customers became passionate advocates, sharing their love for the brand’s products and mission, which fueled organic growth. That’s the power of smart advocacy marketing.

Common Mistakes to Avoid

Creating advocacy marketing is exciting, but there are a few pitfalls to watch out for, especially as a beginner:

• Neglecting the Customer Experience: If your product or service isn’t top-notch, no one will advocate for you. Prioritize quality and service first.
• Being Inauthentic: Pushy or overly scripted requests for reviews can feel fake. Keep your tone genuine and customer-focused.
• Overcomplicating Things: If sharing or referring is too hard, customers won’t bother. Simplify processes with clear instructions and user-friendly tools.
• Ignoring Feedback: Advocates often share valuable insights in reviews or posts. Respond to show you’re listening and value their input.

When to Hire a Professional

If advocacy marketing feels overwhelming or you want faster results, consider hiring a pro. Freelancers on platforms like Upwork or Fiverr can create campaigns, manage communities, or set up referral programs. Marketing agencies are another option for larger strategies. Prices vary, but you can find experts starting at $100 for a small project or $1,000 for a full advocacy plan.

Practical Tip: When hiring, ask for examples of past advocacy or community-building campaigns. A good professional will align their work with your brand’s voice and goals.

Bringing It All Together

Advocacy marketing is like turning your customers into a megaphone for your brand. By delivering exceptional experiences, asking for reviews, running fun campaigns, and rewarding loyalty, you’ll inspire your happiest customers to share their love naturally. This not only brings in new customers but also builds a community of fans who fuel your growth.

You don’t need to tackle everything at once. Start small—maybe send an email asking for reviews or launch a simple hashtag campaign. Experiment, listen to your customers, and refine as you go. If you need help, there are plenty of tools, tutorials, and professionals to support you.

Final Thoughts

Creating marketing that generates advocates is one of the most rewarding parts of digital marketing. It’s about building relationships so strong that your customers can’t help but talk about you. By focusing on exceptional experiences and making advocacy easy and fun, you’ll turn happy customers into a powerful force for growth.

So, what’s your next step? Maybe it’s crafting a thank-you email or brainstorming a contest idea. Whatever you choose, take it one step at a time, and you’ll be amazed at how quickly your advocates start spreading the word.