ompanies spend billions of dollars each year employing a variety of marketing tactics, but there’s one that always yields excellent results: the shoulder tap. Ok, that’s not the technical term, but that’s in essence what it is.The simple truth is that creating brand advocates who tell their friends and family about your product and service is the most effective marketing strategy regardless of industry.It happens naturally all the time. People pose questions on social networks asking for recommendations for a local and get plenty of feedback. You have amazing service and a delicious meal at a new local restaurant and proceed to tell your friends about it at your next social gathering. A co-worker just got the latest mobile gadget and can’t wait to show it off.

Brands can use this natural behavior to their advantage, but it takes a little extra effort.Here are Three Steps To Create Brand Advocates:

1. First and foremost, give your customers a noteworthy or standout experience.

Customers are unlikely to brag about an expected experience with a product or service. But if you delight them with the unexpected, their tendency to share will be much higher. For a few ideas of how to make your business stand out, see out our previous post on customer service lessons.

2. Ask your customers to share their experience, and reward them for it.

Create and promote a referral program where you offer discounts or freebies for your faithful fans. If they already love your brand, they’ll be even more likely to give you a stellar recommendation if they are getting something out of it.

3. Create shareable content.

Whether you design beautiful social media graphics or postcards that people can hand to a friend, giving your loyal customers a tool to sing your praises will help them spread the word.

As I mentioned, it takes a little effort, but “shoulder tapping” can be cost-effective and powerful, especially for small businesses.

What other ways do you create brand advocates for your clients or business?