Business-to-business marketers who want to pursue brand advocates can increase their usefulness by guiding content and incorporating it in strategic marketing campaigns, Carter Hostelley writes. Marketers can use calls to action to have advocates promote events or content on their own social accounts with related hashtags that tie messages back to company marketing efforts. "[D]ecide in advance how you’d like your advocates to help, and then message them accordingly," Hostelley writes.

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