Why investing in brand love and emotional attachments may be the best marketing investments that your brand can possibly make.

Who loves your brand the most?

No matter what you sell, you probably have customers who:

Truly care about your company, products or services and content.
Find your products valuable and also see your business as an extension of themselves.
See their own sense of being reflected in your brand.
Sounds great, doesn't it?

If you have fans who sincerely love your brand, they are a lot less likely to churn and leave you for a competitor. On the other hand, they are much more likely to bring you even more business – superfans often become walking marketing campaigns for things they like, spreading word of mouth as much as their connections allow them.

If engaged fans are such a significant business advantage then why aren't most brands investing into fan-oriented campaigns?

Most businesses don't really think about their customers (let alone their superfans) as a marketing channel. Whenever I bring this topic up with marketers, directors, or executives all across the B2B world – I get met with blank stares.

But that's precisely why investing into marketing for and your biggest fans is the biggest growth hack you can possibly implement. Because fan advocacy is such a niche undertaking, especially in channels like content and SEO, if you actually put in an effort – you will overtake your competition in a heartbeat.

So let's take a look at what fan-driven marketing actually is, how it returns such an outsized ROI on marketing spend and why you should incorporate it into your marketing work.