How to Recruit Expert Advocates for Your Brand

It’s not that I don’t trust you but…

For me to believe you, I need to see social proof.

And not just any social proof will do. I’m looking for expert advice.

That’s what Tom Stockham, CEO of ExpertVoice, has created for hundreds of thousands of expert advocates for over 500 brands.   

These experts are not being paid for their advocacy, but they do get specialized instruction or access to products before the general public does.

If you want to create such expert advocates for your brand:

  1. Think about who are the most influential advocates on your behalf. Whose advice do your prospects seek? Where online (or in the real world) do these experts gather?
  2. Make them better at recommending you. Make these people more knowledgeable and experienced with your products so that they can be a more effective advocate on your behalf.
  3. Put their recommendations to work where it matters to your business, where  consumers look for advice: retails stores, ecommerce sites, professional organizations, social media, etc.

This post is based on a SaaS Academy Podcast with Tom Stockham, CEO of ExpertVoice.  To hear this episode, and many more like it, you can subscribe here.

If you don’t use iTunes, you can listen to all episodes of the podcast here.


Mallory Merrill is product manager and editorial director for DevSquad, a true Agile software development company in Salt Lake City, Utah. Working for more than a decade in the technical world of content- and software-writers, Mallory aims to bridge the gap between code and copy. Her work is driven by a passion for language, and the belief that effective communication is the backbone of all healthy businesses.

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