Building Brand Advocates

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.