The art of brand advocacy
ABdigital is founded on an actual painting, have a look: In focus we ladder your goals into a sales funnel. We achieve clarity by isolating your “dot” or essential truth, then give it the dimension to crush Key Performance Indicators (KPIs) in multiple media. This is the “big picture” behind brand community.
Brand Advocacy is built on communities.
While these “tribes” are drawn together in many ways, talk is the ultimate tie that binds. Companies must create content that people talk about and stories that people share. That is why advocacy, not advertising, is what really counts. ABd builds brand advocacy, artfully. We’re not talking about a few pleasant ripples, but a “one-of-a-kind”* roar across the conversation prism depicted below. The more you work with us, the more those conversations scale, till eventually you build an entire community of brand advocates. All for the price, more or less, of a traditional TV spot.
Getting people to talk about your brand requires a bold knowledge of the big picture. We use the process below to help clients envision opportunities. We encourage clients to look, literally, at this picture to shift their perspectives from chaos to clarity. The four cornerstones of our ecosystem are called out below.
The Science of Search. (It’s all buzz.)
Being highly ranked organically on Google and Bing (sorta) is key to online marketing. Without a top search ranking other options are ineffective. Why? Because organic search drives more business that any other web channel–by a substantial margin. You probably know that over 90% of all web activity begins and often ends with search. Not everyone knows the difference an organic ranking offers over paid search and placement.
A paid search listing, a sponsored story or a paid tweet vanishes once you stop paying for it. A web presence that has been generated through buzz never will. Without getting too far into the weeds, our success in getting pages to rank involves seeding buzz worthy stories into online conversations. Then we add the more basic, sweatworthy science of SEO. The content on your site will simply be tagged, taxonomized and optimized more effectively than your competitors.
And naturally the content itself will be great. In fact, it will be created in a manner that amplifies your brand messaging through artful advocacy. There are very few agencies that can combine art, advocacy and your search strategy under one roof–online or offline. We can’t imagine it working any other way. Can you?