Launching a customer advocacy campaign - Deepstash

Launching a customer advocacy campaign

  • Create a customer-centric campaign. It helps you to know your customer advocates better.
  • Build a loyalty or a referral program. Use quantitative analytics to identify your loyal customer. Then approach them directly or offer rewards or bonuses for promoting your brand.
  • Social community helps. Build a community using social media platforms. Promote a shared sense of belonging, shared goals, and shared responsibility.
  • Gather social proof. Get your case studies from a decision-maker, not a user. It will encourage your advocates to recommend the product to potential customers.

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Simply hoping that your customers will renew is not enough. Instead, you need to work towards that goal from the start using customer advocacy.

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MORE IDEAS FROM Driving value through Customer Advocacy for your SaaS Business

A customer advocacy program is a marketing strategy. The Customer Success (CS) department should co-own advocacy with marketing for the following reasons:

  • They can get more dollars from a customer through renewals, upsells, etc.
  • To increase LTC.
  • To reduce the dollar acquisition cost.

The marketing team can get more leads from video testimonials, case studies, reviews, referrals, etc. People tend to check out the social proofs, not your website. So the higher the number of advocates, the higher the number of leads for acquisition.

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The customer is your greatest asset. When you keep them satisfied, they will become your brand advocates.

A customer advocacy campaign is designed to turn your customers into brand advocates. It encourages your customers to recommend the product to other potential customers.

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Creating customer advocates for your brand

Customer advocacy is one of the best ways to grow your business. Potential buyers search for online reviews and peer recommendations before they decide to purchase.

Harvard Business School research found a 12% increase in customer advocacy can result in a 200% growth in revenue.

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  • Develop a customer-centric attitude: Top management should promote a customer-first approach.
  • Identify customer advocates: Ensure to build and maintain a good relationship with your customers. Involve them in various processes when it is suitable. This ensures that they will be happy with you and your brand.
  • Know your campaign's purpose: Reflect on your brand's purpose. Knowing what, why, and how you want to build the campaign ensures better results.

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Building a community around your brand

Community marketing is the process of designing and implementing programs to engage the customer, company, and other groups in a mutually beneficial way.

Today's businesses attempt to grow their social media following but only consider half the picture. Instead of trying to gain followers, they should connect with people beyond transactional relationships. It's an indirect way to promote your business without using a 'push' marketing strategy.

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Indirectly promote your business with community marketing.

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Voice search is starting to dominate the way people search for information online. Instead of typing your query in the search engines, you simply speak into your device and ask for the information.

45 million people use voice assistants every day. They not only use it to find information but also to discover brands and buy products online. Reports state that voice shopping is set to jump from $2 billion today to $40 billion in 2022. You could lose money by not optimising your business for voice search and voice shopping.

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Easy ways to optimize your content for voice search.

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Digital capabilities are falling short

Digital capabilities in sales and service channels have increased over the last two decades but still fall short of their potential.

Digital technologies, such as websites, interactive voice response (IVR), mobile applications, chat and voice bots are substituting human interaction. However, none of the capabilities is effectively orchestrated. Marketing may own the app. Customer Service teams work on adopting a chat. Bots are built without a clear strategy. It causes limited and inconsistent customer self-serve capabilities.

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Consumer demand for digital is increasing. Companies that use digital capabilities in a customer-centric manner will soar.

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