Step 8: Promote

Promoters differ from advocates in that they are actively seeking to spread the word about your brands, products, and services.

In some cases, the promoter simply had a great experience with your company and wants to share their story with friends and family. In other cases, they promote because you’ve created an incentive for them to do so.

This puts your message in front of a new audience, the fans, followers, and friends of the promoter. And because this new audience is hearing about you from a trusted source who they already know, they’re much more likely to become customers themselves.

Examples of Marketing That Generates Promoters

Intentionally creating more promoters is important because it creates an army of paid or unpaid salespeople spreading the word about what you sell.

Here are a few examples:

• A man who runs a podcast about fishing earns a 20% commission every time one of his listeners buys fishing equipment using his affiliate link.

• A woman attends a conference for free because she arranged for 5 of her colleagues to go as well.

• A marketing agency partners with a marketing automation software company to resell their software for a commission.

As you can see, promoters help you get more customers at a lower cost. So even when you reward promoters, it’s a win-win.

A good example of this is Dropbox. When it was just starting out as a new company in a new industry, they realized discoverability would be key to their success. So they initiated a referral program that gave its users a strong incentive to promote the service to others.

By generously rewarding users who promoted Dropbox, word spread quickly about the new cloud-storage service.

Simply by inviting your contacts to try out Dropbox, you could increase your own online storage space from 2 GB up to 16 GB. This was such an attractive offer, thousands of new users recruited their friends and family, helping turn Dropbox into a software giant (valued at $10 billion in 2014).

Digital Marketing Disciplines That Generate Promoters

To get more promoters in your company, the marketing efforts you need to work on include:

• Email Marketing

• Copywriting

How To Move Prospects Through The Customer Value Journey

Now that you know what the Customer Value Journey is, the next thing you need to understand is:

How do you seamlessly and subtly move customers and prospects through each phase of the Customer Value Journey?

The short answer? You build marketing CAMPAIGNS that INTENTIONALLY move people from one stage to the next.

And those two words—campaigns and intentionally—are important here. So let’s unpack them one at a time.