The Digital Marketing Podcast: Influencers Vs. Advocates - Building Brand Advocacy

Release Date: May 7, 2025
Hosts: Ciaran Rogers, Daniel Rowles, and Louise Crossley

Introduction

In this engaging episode of The Digital Marketing Podcast, hosts Ciaran Rogers, Daniel Rowles, and Louise Crossley delve into the critical distinction between influencers and advocates, exploring how building brand advocacy can significantly enhance digital marketing efforts. The discussion is rich with insights, practical strategies, and real-world examples, making it an invaluable resource for marketers aiming to cultivate genuine connections with their audience.

Defining Influencers vs. Advocates

Daniel Rowles begins the conversation by addressing the often-misunderstood concepts of influencers and brand advocates. He clarifies:

"Influencers are those people that have access to your potential audience... whereas advocates are just people that say nice stuff about you."
(00:21)

Ciaran Rogers adds nuance to the term "influencer," distinguishing between traditional influencers and those who have organically built their following:

"It's not that just everyone is an influencer... genuine, genuine people here with real passions and really great content."
(09:54)

Louise Crossley emphasizes the authenticity of advocates compared to paid influencers:

"People can just see straight through paid influencer posts... advocates are doing it for free because they actually really believe in what you're selling."
(02:55)

Importance of Brand Advocacy

The trio underscores the growing significance of brand advocacy in the digital landscape. Daniel Rowles explains:

"Online reviews... from that point of view, they are of equal value."
(05:33)

Louise Crossley highlights trust as a cornerstone of advocacy:

"It's a big trust thing... people who are actual advocates of your brand are doing it for free because they actually really believe in what you're selling."
(03:15)

Generating and Nurturing Advocacy

Building brand advocates requires intentional strategies. Daniel Rowles outlines the necessity of engaging with customers across multiple touchpoints:

"You need to look at the engagement points that you have... literally a comment on a podcast episode... thank people and... really saying I really appreciate it."
(22:22)

Ciaran Rogers shares personal experiences from his time at Lizelle, illustrating the power of genuine customer relationships:

"Word of mouth is what grew that company... genuine passion... incredible explosion of advocacy."
(25:15)

Louise Crossley adds that opening communication channels can unlock untapped advocacy potential:

"You open that communication up and you'd be surprised when you invite people to talk back to you."
(23:28)

Role of Reviews and Online Platforms

The conversation shifts to the impact of online reviews and the evolving landscape of search engine optimization (SEO). Daniel Rowles discusses "Generative Engine Optimization (GEO)":

"Brand sentiment is important because when you ask a question of a large language model... the amount of people talking about your share of voice is going to have an impact."
(15:28)

Ciaran Rogers advises against relying solely on single review platforms:

"Don't just get into bed with one review platform... Your strategic approach needs to involve a whole bunch of them."
(16:58)

Daniel Rowles reinforces the importance of diverse positive conversations across multiple platforms:

"Google look at multiple review platforms... you want to be in as many places as possible with as many positive conversations."
(17:42)

Case Studies and Examples

Drawing from real-world examples, Ciaran Rogers recounts his experience at Lizelle, demonstrating how a single advocate can trigger exponential growth:

"She was literally... started a chain reaction... genuine passion... incredible explosion of advocacy."
(26:32)

Daniel Rowles echoes this sentiment, explaining the concept of true amplification as diffusion:

"True amplification is diffusion... one person influences 100 people who each influence... exponential growth."
(27:02)

Generative SEO and Future Trends

The hosts explore the future implications of AI and large language models on brand advocacy. Daniel Rowles mentions:

"Google is looking at reviews and forms part of their algorithm... focus on this as well."
(14:07)

Ciaran Rogers warns against manipulative practices by review platforms and stresses the importance of authentic, widespread positive reviews:

"Search volumes are shifting into people asking AI about a company rather than just doing their own research."
(15:28)

Practical Strategies and Tips

Providing actionable advice, the hosts discuss how to effectively cultivate and leverage brand advocates:

1. Engage Personally with Customers
   Daniel Rowles emphasizes the value of personalized interactions:

   "Respond to them... people replying have cared enough to bother replying."
   (22:22)

2. Surprise and Delight
   Ciaran Rogers shares strategies like unexpected gifts to foster loyalty:

   "Little thoughtful effort... can be massive."
   (28:03)

3. Diversify Review Platforms
   Ensuring reviews are spread across multiple platforms to enhance GEO.

4. Leverage Traditional PR
   Ciaran Rogers advocates for integrating traditional PR with digital strategies:

   "Traditional media personalities have some of the greatest levels of influence."
   (35:08)

Conclusion

The episode concludes with a powerful reminder of the timeless value of genuine relationships in marketing. Ciaran Rogers reflects:

"What you need is... create really, hopefully really great content... genuinely helping people."
(32:01)

Daniel Rowles encourages listeners to prioritize meaningful engagements over chasing superficial metrics:

"I know that's actually going to move the needle... have a little sticker on my screen now that says, have you moved the needle?"
(31:04)

Louise Crossley and Ciaran Rogers reinforce the idea that authentic advocacy is not only more impactful but also sustainable in building a loyal customer base.

Final Thoughts

The Digital Marketing Podcast episode on "Influencers Vs. Advocates - Building Brand Advocacy" offers a comprehensive exploration of how brand advocacy surpasses traditional influencer marketing in fostering genuine and impactful customer relationships. By prioritizing authenticity, personal engagement, and strategic use of multiple platforms, marketers can cultivate a robust network of advocates that drive sustained growth and brand loyalty.

For more insights and resources, listeners are encouraged to visit TargetInternet.com and explore the upcoming masterclasses and episodes.

Notable Quotes:

• "Influencers are those people that have access to your potential audience... whereas advocates are just people that say nice stuff about you."
  — Daniel Rowles (00:21)

• "People can just see straight through paid influencer posts... advocates are doing it for free because they actually really believe in what you're selling."
  — Louise Crossley (02:55)

• "True amplification is diffusion... one person influences 100 people who each influence... exponential growth."
  — Daniel Rowles (27:02)

• "What you need is... create really, hopefully really great content... genuinely helping people."
  — Ciaran Rogers (32:01)