Consumers often turn to industry professionals, retail associates and other passionate users of every kind for advice when making purchase decisions. Are your current marketing strategies reaching your MOST desirable brand ambassadors though?

For some time, marketers have suspected that certain opinions matter more than others when it comes to swaying consumers’ buying habits. Influence is far from a level playing field, but it isn’t necessarily for the reasons you might expect—fame, fortune, and celebrity status. According to author Malcolm Gladwell, more influential individuals are known as mavens or “information brokers” who have a wealth of knowledge and know how to share it. In other words, influence is about authenticity, access to information, and the drive to empower others.

This article will help you understand the importance of building relationships at scale with your most influential advocates using the ExpertVoice Advocacy Platform.