The idea is to create “customer advocates” for your brand. A successful customer advocacy campaign turns loyal customers into your brand advocates. Although Customer advocacy is not a cakewalk, it is one of the best ways to grow your business. A 12% increase in customer advocacy can bring 200% growth in revenue for companies.
What is a Customer Advocacy Campaign?
A customer advocacy campaign is a process that is designed to turn your customers into brand advocates
- This encourages your customers to recommend your product to other potential customers
- Different names for this include account-based, advocate marketing, etc.
Gather social proofs
Get your case studies from a decision-maker, not a user
- Social proof is vital to spread the message from your happy customers
- This will encourage your advocates to recommend the product to potential customers, who in turn, will recommend it to others
Who owns customer advocacy?
Marketing or Customer Success (CS) department
- CS should co-own advocacy with marketing
- Aim: get more dollars from a single customer through renewals, upsells, etc.
- To Increase LTV
- Reduce dollar acquisition cost
- Get video testimonials, case studies, reviews, referrals
Build a loyalty or a referral program
Quantitative analytics helps in identifying loyal customers.
Develop a Customer-Centric Attitude
A customer-first approach should begin from the top management
Social Community helps
Building a community induces customer engagement
Final thoughts
In today’s day and age, “hoping” that your customers will renew one day is unproductive
Identifying customers advocates
Maintain a good relationship with your customers throughout their journey
- Treat your customers as partners to your business by involving them in various processes as and when suitable
- Once this process is in place, identifying customer advocates won’t be tough
- Provide the right direction
Know your campaign’s purpose
Reflect on your brand’s purpose to define the objectives of the program, measures, and success criteria
