Long-term brand engagement, much less brand advocacy, can be hard for a brand to achieve and maintain. The brand has to switch from short- to long-term incentives as the advocate’s relationship with the brand progresses.
When coordinating your social media strategy with your email strategy, be sure to factor the cost of loyalty rewards into your budget.
- Run several test campaigns to gauge how many of your email subscribers will share a campaign with their social media followers.
- Identify the number of advocates that will engage with your brand’s emails. A simple formula: Campaign Volume * Advocate % = Advocate Subscriber #. This will give you insight into how many advocates you have to work with for each email campaign.
- Estimate your brand’s advocacy buy per campaign by multiplying the number of advocate subscribers by the average reward per advocate. For instance, the advocacy buy for a campaign would be $10,000 if your brand anticipates 1,000 advocate subscribers per campaign and the average incentive for each advocate is a $10 discount. As marketers track and learn more about advocate subscriber behaviors, they should optimize their reward strategies to maintain relationships for the long-haul.