Advocacy Marketing

Definition

Advocacy marketing is a strategy that involves leveraging the enthusiasm and loyalty of a brand’s existing supporters—such as customers, employees, partners, or influencers—to promote the brand organically. It focuses on encouraging and amplifying positive word-of-mouth by turning satisfied individuals into proactive promoters who share their genuine experiences across personal networks, social platforms, review sites, or through direct referrals.

Unlike traditional advertising or influencer marketing, advocacy marketing is grounded in authenticity. It prioritises trust-building over persuasion, aiming to enhance brand credibility and customer acquisition through peer recommendations rather than paid placements. The strategy may be informal, relying on spontaneous customer referrals, or formalised through structured programmes such as brand ambassador initiatives, referral incentives, or online communities.

Effective advocacy marketing begins with identifying potential advocates—typically those with high engagement or satisfaction levels—and equipping them with the resources, content, or tools to share their stories. Metrics commonly used to evaluate advocacy marketing include referral traffic, conversion rates from referred leads, engagement on shared content, and Net Promoter Score (NPS).

This approach is particularly valuable in saturated markets where consumers seek reassurance from trusted peers. It also supports long-term brand loyalty by deepening relationships and fostering community. While advocacy marketing can include incentives or recognition, the authenticity of the advocate’s voice is paramount to its success.

Example sentence

“The company’s advocacy marketing strategy focused on empowering loyal customers to share their experiences, leading to a 30% increase in referred sales within three months.”

Related Terms

• Brand Ambassador
• Brand community
• Customer Advocacy
• Referral marketing
• Word-of-mouth marketing