Nothing builds trust like a third-party endorsement — especially an endorsement from someone the consumer knows and trusts. Brand advocates extend your brand to their personal networks, generating more inherent trust among prospects. Customer advocacy, or brand advocacy, occurs when companies cultivate brand advocates in a dedicated effort.
A customer advocacy program aims to build consumer trust by increasing the volume of trusted voices on behalf of the brand. Brand advocates are most likely to be your customers or employees, but they could also be analysts, partners, writers or others involved with your industry, category, company, or products and services.
While advocates can appear naturally and organically, a successful customer advocacy program requires the structure, funding, time and talent to find, recruit and nurture these valued relationships. The program must meet the needs of both new and long-time advocates, from various locations, across target populations, in different channels, with different motivations and different response triggers.
It may seem like a monumental amount of work, but it will be worth it. All evidence suggests that quality personal recommendations and objective reviews highly impact buying decisions. And the results are even more exaggerated in decisions regarding technology, high-ticket items and B-to-B.
As consumers become less reachable through traditional advertising methods, a customer advocacy strategy becomes a necessity. The crux of a consumer advocacy program is finding the right advocates to engage in strategic brand conversations. These advocates may have a lot of followers and influence, or they may serve a niche audience. Most importantly, you want them to have passion and knowledge of your subject area and relevant topics to assure credibility. These advocates are often found on social media, but can also be gleaned from customer email lists and other channels.
Dedicate social listening and other research efforts to look for those with digital influence, quality content and brand affinity. You want them to already have a platform that you can enhance with product trials or betas, special access to company leadership, partnership opportunities and special offers for their followers. But reward their brand participation only through a completely transparent relationship, so as to protect the your public integrity and trust.
A brand with a customer advocacy mindset thinks of their advocates as more than opportunistic sources of content, leads or sales. Smart brands cultivate customer advocates as precious resources that create credibility and positive sentiment, reaching into and influencing populations the brand can’t touch as effectively itself. If a brand is authentic and responsive to these advocates, the relationship can start dialogue that returns immediate value.
The brand derives value from customer advocacy in numerous ways, including:
- Frank feedback from knowledgeable and objective resources.
- Reviews and testimonials that ring honestly to broad audiences.
- Increased referral rates.
- Humanization of the organization or brand.
- An empowered staff.
- Personalization of the customer experience.
- Development of third-party resources, knowledge bases and assets.
- Increased positive brand sentiment.
- Increased overall awareness, share-of-voice and influence in your industry.
- Increased leads and sales.
Tracking the value of an advocacy program requires the same strategic approach as other marketing program analytics. Start by crafting a goal statement that outlines specific, quantifiable objectives and then benchmark the appropriate KPIs. Regularly track and report against goals to keep the program performance on target, and to understand the relative value of different advocates. Look for impacts on business outcomes, not just measures of activity, to draw a straight line between this critical effort and your strategic business goals.
It is likely that your program analytics will identify some assets and channels that have more activity than others. Share these great stories and numbers with your team to develop key insights about your audiences and inform content planning across the organization.
Many organizations are investing in some of the activities that define a customer advocacy program but have yet to combine the elements into a cohesive plan under dedicated leadership with appropriate goals and funding. Plant the seeds for a true customer advocacy program by following these few key rules for advocacy within your organization:
- Earn Trust: Brand trust is essential to advocacy success. Organizations or brands challenged by scandal or disappointed customers should reform their business practices before attempting to encourage word-of-mouth marketing.
- Show Empathy: Understanding and communicating an emotional brand message will resonate with audiences in a way that other messaging approaches cannot.
- Focus on Quality: You don’t need the biggest network of advocates — you need the most impactful.
- Think Long Term: You will need to dedicate resources and incorporate advocacy activity into strategic planning.