... Knowing the value of advocates versus influencers is key to making the right decisions when it comes to your marketing strategy. But most importantly, you need to be honest with yourself about the true purpose behind your marketing efforts. “Do I invest my limited budget into a one-time burst and get a lot of short-term buzz? Or do I build a bespoke network of advocates and engage, direct, and activate them long-term, which may require commitment beyond a three-month campaign?”
We see our customers struggle with this question every day. You need to be clear from the outset what your goals are before deciding whether to harness the passion of your existing fans or to turn to the broader--but arguably less committed--reach of an influencer. Both can be a hugely important part of a marketing campaign, but only if their capacities are used effectively.
My advice? Build movements, not campaigns! Don’t just stimulate buzz, ignite passions through engaging the true believers who “get” who you are and are fanatical about your brand. Identify them, listen to them, engage them. It is worth the effort.