Zealots And Advocates: The Few That Influence The Many

Many companies are so driven to find new customers they ignore their existing Heavy Users and Advocates who help drive performance Photo by Christopher Burns on Unsplash

Heavy users and advocates play important roles in marketing as they can help companies to reach new customer targets, increase brand awareness and loyalty, and drive sales. But you have to know them to love them, so here’s a closer look at their roles:

Heavy users are customers who use a company’s products or services frequently and spend a significant amount of money on them. They are valuable to companies because they provide a steady stream of revenue and can be a source of insights and feedback on the company’s offerings. Heavy users can also act as brand ambassadors by sharing their positive experiences with others, which can lead to new customer acquisition and increased sales.

Examples of heavy users might include a sports fan who is passionate and dedicated to their interest in sports and invests a significant amount of time, energy and self-esteem in keeping up-to-date with the latest news and events in the sports world. They might wake up early to check the latest scores and news before work, listen to sports podcasts during their commute, check their fantasy sports league during breaks, and then spend evenings watching live games or highlights.

Social media enthusiasts can spend several hours a day scrolling heavily through different social media platforms, liking, commenting, and sharing…