Study: Advocate Marketing Helps Brands Get 17.5X More Reviews

Chris Newton

Today’s customers don’t trust ads.

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The Impact Of Advocate Marketing On Product Reviews
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Instead, they turn to their inner circle of peers when they need recommendations on new products or services. Nielsen’s “Consumer Trust in Advertising” study shows that, ‘recommendations from people I know’ remains the most trusted form of brand discovery, and ‘consumer opinions posted online’ comes in at third most trusted.

But exactly how great of an influence do peer recommendations have on your business? Does mobilizing your customers, fans and evangelists to advocate on your brand’s behalf really help drive sales?

G2 Crowd – in partnership with Influitive – studied how advocate marketing can influence customer reviews. The Impact of Advocate Marketing on Product Reviews and Leads study analyzed hundreds of thousands of G2 Crowd’s site visitors and reviewers. It then compared how products perform when companies have an advocate marketing program versus when they don’t.

The study found that companies with advocate marketing programs can receive up to 17.5 times more product reviews than the average product on G2 Crowd.

Ray Lau, Customer Advocacy Marketing Manager at PowerDMS, has experienced firsthand the power of advocacy on reviews for his company:

“We had 0 reviews before, and now have over 300 in the 1.5 years we’ve had our advocate marketing program.”

– Ray Lau, Customer Advocacy Marketing Manager, PowerDMS

 

The study also discovered that, compared to other products, companies with advocate marketing programs:

  • Receive 3.5 times more page views to their product listings
  • Generate 200% more leads through the G2 Crowd website
  • Achieve better G2 Crowd Grid℠ placements
  • Rank higher in user satisfaction and market presence

Advocate marketing programs invite a brand’s best customers to create and share relevant content with their colleagues, social media followers, and on review sites. Advocates then receive rewards and incentives for their contributions. This helps brands sustain long-term, mutually-beneficial relationships with their biggest fans. As a result, business can call on their devoted advocates to help bolster marketing campaigns when needed.

“Since launching our campaign, we’ve generated over 200 QuickBase reviews across several review sites. These reviews are used by the marketing team in email campaigns, landing pages, eBooks, and social media campaigns, and by the sales team as validation for QuickBase during sales cycles.”

Davin Wilfrid, Sr. Marketing Manager, Customer Advocacy, Intuit

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This blog was originally posted on April 7th, 2015, and was updated on February 22nd, 2018.

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19 Responses to Study: Advocate Marketing Helps Brands Get 17.5X More Reviews

  1. […] even contact one of your sales reps. Why not make your dedicated brand advocates part of that early decision-making process? Use your customer satisfaction metrics to find your advocates and turn them a positive word of […]

  2. […] as more believable to other customers. Today, it’s so easy for unscrupulous brands to pay for good reviews—and savvy customers are starting to catch on. Suspicions arise if there are nothing but rave […]

  3. […] as more believable to other customers. Today, it’s so easy for unscrupulous brands to pay for good reviews —and savvy customers are starting to catch on. Suspicions arise if there are nothing but rave […]

  4. […] sales prospects, or on the marketing side through supporting case studies, testimonial videos, product reviews, media and analyst opportunities or speaking slots at host company […]

  5. […] customers advocate on your brand’s behalf on forums, review websites and social media can help your product make the initial cut. Also, prospects can use these social […]

  6. […] about how much potential advocate marketing had to increasing referrals, social media shares and product reviews from our customers. He also mentioned that it could serve as a centralized location for internal […]

  7. […] A Google study found that 60% of tech buyers look for reviews during the buying process. Sophie points out that “if you have 66 product reviews and your closest competitor has only six,” it will make your sales team’s job that much easier. They can leverage those reviews to win prospective customers. […]

  8. […] about how much potential advocate marketing had to increasing referrals, social media shares and product reviews from our customers. He also mentioned that it could serve as a centralized location for internal […]

  9. […] we rely on the opinions of friends on social media—or strangers on review websites—to influence how and where we spend our […]

  10. […] as they are yours. And if they like your product or service, this means they can become seriously loyal advocates that go to bat for you—even if it’s in a self-serving […]

  11. […] These acts of advocacy included asking our advocates to share our Dreamforce Most Wanted list, or write us a review. To motivate our advocates, we gamified the experience by offering the person who earned the most […]

  12. […] of 84% of customers look at online reviews before even talking to a sales […]

  13. […] can inspire your users to write a review  by sharing the best ones on your brand’s social media feed. Also, respond to negative reviews […]

  14. […] also provide opportunities for your customers to advocate for your brand by submitting referrals, writing reviews, acting as a reference and anything else you can dream up. This way, when customers log in and […]

  15. […] Educating your advocates can help them get more value from your products or services. Then, they will be more likely to recommend you to others, and be better able to write reviews. […]

  16. […] advocate marketing program, Purple Select, by offering advocates a special branded hoodie if they wrote a review before the event. Seeing the success from these efforts, Marketo then ran the same promotion across […]

  17. […] is a game changer for marketing. Whether you’re looking to grow demand generation, your number of online reviews, social sharing or any other marketing initiative, chances are that advocate marketing can […]

  18. […] you directly, access valuable resources and find opportunities to advocate for your brand—like writing online reviews, sharing your content on their social networks and finally, providing […]

  19. […] that relationship is now outdated. Modern buyers have access to more product information, reviews and peer recommendations online than they know what to do with. That’s why Meagen Eisenberg, […]

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