BUILDING BRAND
ADVOCATES
When it comes to B2C companies we’re all potential customers.
Which is helpful when trying to sell to ourselves.
So ask yourself why are you loyal to certain brands?
I am a loyal customer of
Texas Roadhouse.
Their filet mignons melt in your mouth.
Their service is quick, friendly, and fun.
But I mainly return because…
We are loyal because of great customer experiences,
What’s your favorite restaurant?
but only really advocate when we are asked a relevant question.
How can brands proactively create triggers to transform
loyal customers into brand advocates?
:a customer who shares their positive experience, influencing the creation of more customers.
First, let’s define a brand advocate.
Brand advocates increase the profitability of existing customers,
and economically acquire new valuable customers,
who are likely to advocate.
So yeah brand advocates are
pretty awesome. Here’s how to get some…
1. Engage customers using more than the
overused discount.
so think of creative ways to add value, not reduce it.
Your best customers already believe you are worth the price
Create shareable customer
experiences by offering soft
rewards like…
Free gift wrapping for big spenders,
VIP parking for frequent visitors,
and early access to products for
active social sharers.
The more you focus on the overall customer relationship,
rather than monetary discounts, the stronger the bond.
2. Promote advocacy with a Refer-A-Friend
program.
Offering customers an incentive to advocate can significantly increase
customer acquisition.�
Yet one of the greatest aspects about paid referrals is not only the rise in
customers,
but encouragement for advocates to increase their own frequency and spend.
�By rewarding with credit, companies are able to drive
advocates back to their business at a higher frequency and spend rate.
�
Once the advocate has used up all their rewards they continue �
their trained spending habits at a lower but similar rate.
Meanwhile the customers they helped acquire
follow their lead and advocate,
building a vast network of engaged customers.
3. Drive conversations with social media.
Paid advocacy is great, but organic
advocacy is even better.
Potential customers are more trusting when their friends willingly advocate brands without incentive.
What kind of posts engage you as a customer?
The most engaging pages create a variety of content and present it in a
variety of ways.
The key is to not post unless you have something valuable to say.
Too many companies post
frequently because they
think they have to.
They don’t.
In fact, an empty post is more detrimental than saying nothing at all.
Content must provide value for the follower.
It can be thoughtful,
funny, inspiring- anything that provokes a reaction.
Thank your customers for their support, ask for their opinion, make
it about them.
Just make sure you keep the content fresh by utilizing questions, pictures,
videos, infographics, links, and SlideShares, of course.
The great thing about social marketing is the ability to learn as you go.
Watch what competitors do, try various strategies, measure the success, and do
more of what works.
Develop a customer-centric �product or service
and your business will be good.
Leverage your loyal customers with a comprehensive brand advocacy
campaign and your business will be
great! �
Learn more by downloading the “25 Must
Haves To Supercharge
Your Customer Experience”, at clutch.com/25
Must Haves To Supercharge Your Customer Experience
25
If you’re a B2C marketer ready to take your customer experience to the next
level please contact us on the next page.