American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

How would you go about finding a brand advocate?

1. Hire a micro-influencer first

2. Study social media, contact repeat customers, and conduct surveys

3. Use traditional advertising

4. Look for major distributors of your product

The correct answer is: Study social media, contact repeat customers, and conduct surveys

Finding a brand advocate involves identifying individuals who are not only familiar with your products or services but also willing to promote them based on their positive experiences. The most effective approach to uncovering these advocates is to study social media, contact repeat customers, and conduct surveys. By studying social media, you can observe discussions, mentions, and sentiments surrounding your brand. This analysis helps pinpoint passionate customers who are actively engaging with your brand online. Reaching out to repeat customers is crucial as they already have a favorable view of your products and are more likely to become advocates if asked. Conducting surveys provides direct insights into customer satisfaction and willingness to recommend your products, creating a clear picture of who might be an effective advocate. This method is comprehensive and taps into existing relationships and community engagement, which is a more organic and lasting approach compared to using traditional advertising, whose effects can be more superficial and less personal. Hiring a micro-influencer might introduce you to new audiences, but they may not have the same intrinsic motivation or authenticity as a passionate customer. Similarly, looking for major distributors could lead you to market reach, but they do not necessarily provide the personal endorsement that a brand advocate embodies.