I’m currently designing and developing a dental website, and recently discussed the project with a friend. She comments that she would never go to a dentist based on their website. She would research a dentist’s website, but would only go there based on a recommendation from someone else. So, how do you get those recommendations? Answer: Turn satisfied customers into brand advocates. Check out Fast Company’s article, “5 Ways to Foster Fanatical Brand Advocates”. There is nothing more powerful than a trusted recommendation from a brand advocate, and with social media the reach far exceeds advertising.
Oh, and what do Google, Trader Joe’s, and Facebook have in common? They all built their brands without advertising. Advocates used social media to recommend them to their friends.