33 minutes | Dec 8th 2020

AMP 214: What Marketers Can Learn From Nonprofits About Building Brand Advocacy (and Why They Should Start Now) With Spencer Brooks From Brooks Digital

What strategies can marketers learn from nonprofits about building brand advocacy? Successful nonprofits know what it takes to get people to rally behind a belief or cause. Brands that turn their best customers into advocates build brand loyalty and drive sales. Today’s guest is Spencer Brooks from Brooks Digital, an agency that helps health-focused nonprofits grow a digital presence and turn patients into advocates.   Some of the highlights of the show include: What is an advocate? Highly engaged customer doing work on brand’s behalf Passive to Active Promoters: How to turn customers into brand advocates Why do brands need advocates? Free marketing saves time and money How? Gift products and provide positive referrals, reviews, recommendations What makes nonprofits effective? Fewer resources rely on constituents Meaningful Why: Nonprofits use emotional storytelling to create advocates Company values solve some philosophical problems when things are done right Foundational Concept: Brand advocacy resonates product/service with identity   Links: Spencer Brooks on LinkedIn Brooks Digital Building a StoryBrand by Donald Miller Traction by Gino Wickman Lean Customer Development: Building Products Your Customers Will Buy by Cindy Alvarez Why Digital Marketing Tactics Are a Waste of Time for Nonprofits Actionable Marketing Podcast: Free Resources From Ben & Spencer’s Interview Squatch Ben Sailer on LinkedIn CoSchedule   Quotes by Spencer Brooks: “It’s this push from passive to active that I think really represents turning a customer into an advocate.” “Advocates are important because they provide a leverage point. They are doing, a lot of times, free marketing for you.” “Creating advocates is work, and you have to recognize when that is an appropriate strategy to be using.” “Nonprofits are really good about using emotional storytelling to turn people into advocates.”
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