Advocacy Marketing

Why Build a More Inclusive Influencer Strategy?

March 12, 2021
Blaine Farr

The one-size-fits-all approach to Influencer marketing is no longer enough. Instead, the leading brands are creating "Programs" to harness the power of all the advocates.

Over the last year, we have seen a dramatic shift in how Wooly's customers and prospects are thinking about influencers. For leading brands, it's no longer an all-or-nothing club for people with lots of followers. The trend now is to have an open brand community where people of all types are welcome. The shift is powerful and inclusive; everything a brand should strive to be in 2021.

We're here to help you stay ahead of the curve. Watch the video to see how Programs are a game-changer for advocacy strategies. 

The Old Influencer Marketing Way

Historically, many brands have used Wooly to create ambassador programs with 50 to 300 carefully selected ambassadors. These people generally have a large social following, pretty content, and some affinity for the brand.

From the application process to automating referral links/codes and sending campaigns, Wooly makes this type of Program incredibly easy to manage.

Great, right!?

For the most part, it is great. This is a phenomenal start to advocacy and is far more scalable and authentic than traditional influencer marketing. But this model runs into a few challenges:

  • What should you do with applicants who don't fit the mold?
  • How do you scale with limited budget and bandwidth for personal relationships?
  • How do you ensure great advocates aren't rejected and go to another brand?

The answer to each of these issues is -- Programs.

The New Advocacy Strategy

Instead of just one influencer program, brands are designing holistic Advocacy Strategies that open the door for all their fans to participate and find a home.

The following pyramid depicts the paradigm shift and illustrates how everyone builds strong brands.

The New Approach to Advocacy Strategy

Just as pyramids have layers and sections, programs also organize different types of advocates. With this arrangement, you can continue to scale your strategy, engage new people, and reach fresh audiences. The Pro Team might be all personal touch, and the Fan program may be almost fully automated, but everyone feels like they are wanted.

Ultimately, from Serena Williams to your everyday customer, all of your brand advocates can help contribute in one or all of these ways:

  1. Referral sales
  2. Content
  3. Awareness
  4. Personal purchases

Wooly Programs tailor the experiences, incentives, and perks to engage everyone. Each benefit getting you closer to reaching your brand's greatest potential.

See our latest blog post about how programs work in Wooly, Manage All Your Brand Advocates With Programs.

Over the next few weeks, we'll share how leading brands are using programs to grow compelling advocacy communities.

download the free brand ambassador guide and playbook

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