How to Turn Happy Clients into Brand Advocates
Feb 01, 2023
9 min read
How To Turn Happy Clients into Brand Advocates
According to Qualtrics XM Institute, 94%
of customers will recommend a company whose service they rate as “very good." Considering that referrals are the crux of brand advocacy, there is huge potential for customer acquisition. A brand’s advocates are ambassadors to the world. They spread the message among friends and family, who, in turn, spread the message even further. This ultimately creates more lift than could ever be achieved through an ad or a blog post. For these reasons, brand advocates are the most potent weapon in a company's marketing arsenal. Let’s take a more in-depth look at brand advocates and how to turn your happy customers into brand ambassadors.
What Are Brand Advocates And Why Are They Important?
A brand advocate is a customer who believes in your product or service. They are your best source of new customers and your greatest source of positive word of mouth.
Advocacy starts with a great experience. Your most loyal customers are the ones who stick around and become advocates. You need to do everything you can to keep them happy, cultivate their loyalty, and make sure they have the best experience possible.
Brand advocates are important because they provide social proof, which is a powerful marketing tool. When people see that others are using and enjoying your product, they are more likely to try it themselves. Brand advocates also help to build trust and credibility. When potential customers see that real people are happy with your company, they are more likely to take the leap and do business with you as well.
Engage Customers On Social Media
Every positive comment is an opportunity to engage with a satisfied customer. By responding to positive feedback, you can turn a one-time buyer into a loyal advocate for your brand. A well-timed response to a positive comment can go a long way toward increasing brand loyalty. Don't avoid negative customer feedback. Negative comments present an opportunity to gain an advocate. Responding to negative comments demonstrates transparency and authenticity. Being honest about the shortcomings of your product or service will often go further than trying to gloss over them. Be open about what you are doing to correct the situation and how the customer’s situation will be improved.
Personalize the Customer Journey
In today's digital-first landscape, it's the user experience that matters to customers. Making a truly great experience means personalizing the customer journey from the very first interaction. This means collecting data and using it to deliver a one-of-a-kind experience that keeps customers happy and engaged. An experience tailored to each individual will always be more engaging than a one-size-fits-all offering. According to Statista, 62% of consumers are willing to disclose their e-mail addresses to receive personalized offers.
There are many ways you can start to personalize your experience for your customers, including things like collecting data on what they click on, what they like on social media, and what they choose when offered different services. With the right technology in place, you can deliver a tailored experience that makes every interaction feel like a conversation.
Address the customer by name during any service interaction. Use an email marketing platform to personalize marketing messages to focus on products that matter to them. Suggest additional products that complement previous purchases. Personalizing the customer experience goes a long way toward making a customer feel important.
Using lead management software lets you track important details about your leads and customers. That way, you’ll have the information you need to ensure each customer experience is personalized to the customer’s needs.
Optimize the Customer Experience
Today's digital-first customers expect seamless experiences with the brands they trust. Anything to streamline the customer experience goes a long way towards keeping them happy. One of the biggest things you can do is to create an omnichannel experience.
Provide your customers with a consistent experience regardless of how they interact with the company (web, phone, social media, etc.). Also, give them the option to seamlessly switch between contact channels. The next area to optimize is the website. Make sure the site is mobile-friendly to accommodate customers who use their mobile devices to shop. Also, make sure checkout is quick and easy.
Customers want to know you care. They want to feel valued and respected. One of the best ways to demonstrate that is to listen to their feedback. When you ask for customer feedback, be sure to do so in a way that makes customers feel comfortable.
If you are collecting feedback in person, try to make the setting as non-threatening as possible. If you are soliciting information through email or a survey, make sure to word the questions in a way that reduces anxiety. Also, be sure to leave plenty of time at the end of the survey for customers to write in any additional comments they might have, as these can be the most valuable source of feedback of all. Ask open-ended questions to let them express their thoughts and feelings. Avoid questions that can be answered with a “yes” or “no.”
When you receive information, take the time to truly consider the message behind it. Ask yourself if there’s something you can do to improve your product or service. Collect feedback after each purchase and service interaction. Encourage customers to post comments or share content showcasing their experience with your product or service.
Create a Customer Loyalty Program
Show your customers how much you appreciate them by creating a loyalty program. Offer them discounts, upgrades, or free products based on their past purchasing decisions. Make a positive upfront gesture by welcoming new customers with a discount on their first purchase.
You don’t have to spend a fortune to make a significant impact. It only takes a few seconds to acknowledge your customer’s purchase and leave them with a positive feeling. The key is to make sure the program offers real value so that customers don't see it as marketing "fluff" but as a genuine benefit.
Get Customer Testimonials
Testimonials are important because they show other shoppers that you have happy, satisfied customers. What better way to inspire trust than by showing what others have to say about your product or service?
You can collect these testimonials via email, surveys, or even social media. Once you have them, make sure to display them on your website for maximum exposure and benefit. They also provide social proof that your product or service is effective. Customer testimonials should be included in your marketing and sales collateral, on your website, and on social media. You can also use customer testimonials to create social media content and blog posts.
Create a Referral Program
Brand advocacy is wholly based on word-of-mouth marketing. Referral programs provide a structured and built-in way to incentivize customers for referrals. Consider offering incentives such as points or cash equivalents for each referral they provide.
Giving customers a reason to recommend your brand can be a highly effective way to increase your customer base and grow your business. A referral program can be as simple as offering customers a percentage off their next purchase if they refer a friend. It can also involve more advanced systems, such as offering a cash prize or a percentage of your merchandise sales to customers who refer a certain number of friends.
The best referral programs are ones that let your customers share their love for your brand with their social networks. The more you tailor your program to your customers, the better your results will be. You can use lead generation software to create email campaigns to market to these referrals.
How FiveCRM Fits Into Your Customer Advocacy Strategy
A successful brand advocacy strategy can transform your marketing efforts. With a large brand following, you’ll gain word-of-mouth advertising that is more effective than traditional marketing methods.
FiveCRM can help you manage your brand advocacy strategy. The robust email marketing and lead generation platform keeps things organized so you can focus on growing your customer base. To learn more or book a free demo, visit FiveCRM today.
Michael King says...
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Managing Director, Senior Response
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Operations Director, Team Telemarketing
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