3 Secrets for Converting Customers to Brand Advocates

If the new wave of Instagram influencers is proof of anything, it’s that word-of-mouth marketing is still as relevant as ever in the digital age. 

Word-of-mouth marketing takes many forms – reviews, testimonials, social media comments, and between friends and family at the dinner table. Today’s consumers rely on word of mouth more than ever -78% of consumers trust information about brands that they get from friends and family, according to Kantar Media.

In the marketing world, that person who sings your praises to anyone who will listen is called a brand advocate, and he or she is a valuable player in your success. Brand advocates are critical to shaping the way brands communicate with and earn the loyalty of consumers.

In this post, we cover three strategies for converting your customers into brand advocates.

1. Seek Out Your Potential Brand Advocates

Your first step is identifying those customers who are die-hard fans. You know the type – your loyal customers who show up for their daily latte or regularly praise you on social media. 

Aside from the handful that comes to mind, how do you find other potential brand advocates?

• Use a survey to ask this key question: “On a scale of 1-10, how likely are you to recommend us to your friends, family, or colleagues?” Known as the net promoter score, this simple survey can identify your most loyal customers. If someone gives you the highest marks – a 9 or a 10 – they are very likely to be an advocate for you. Consider grouping these mega-fans into their own segment, and offering them additional reasons to remain loyal.
• Run a focus group or consumer panel to learn more about your audience. When you really hone in on your audience’s needs and wants, brand advocacy increases. Brands that are responsive, transparent, and adaptive resonate best with today’s consumer.
• Listen on social media to find those mega fans. Pay attention to your mentions, reviews, and shares. Engage with fans who comment on your posts, and ask for regular feedback via your social platforms. Brands that display personality and have meaningful interactions with followers will quickly earn customer loyalty.

2. Build Relationships

Relationship marketing is key for brands today. When customers trust you, you’re able to connect with influencers, harness user-generated content, and drive brand loyalty. How do you go about building genuine relationships with your customers? 

• Have conversations online. The first step is to clarify your social media strategy (hint: it’s not just about selling)! Make sure your company has a plan for regular social media content, engagement, and response to customer feedback. Use your platforms to learn what your audience responds to. Create quizzes, engagement-driving posts, and giveaways. Track the response and review your strategy regularly to make sure you’re meeting your audience where they are.
• Learn from your negative reviews. When you display a willingness to improve, customers take notice. People genuinely want to be heard when they have an unsatisfying experience. Take time to address complaints personally. Whatever you do, don’t act defensively! Instead, show a willingness to listen and improve. 

3. Create a Stellar Customer Service Experience

When it comes to word-of-mouth, the negative is usually louder than the positive. People are 21% more likely to leave a negative review than a positive one, and a whopping 94% of consumers stay away from companies based on bad reviews. 

Brands that go above and beyond for their customers with stellar service and customized experiences can be the exception to this rule. Your goal should be to deliver service so great, your fans want to shout it from the rooftops. So how do you accomplish this? 

• Listen for friction points and come up with solutions. Constantly seek ways to improve, and use customer feedback to anticipate problems before they arise. 
• Pinpoint their needs. Customized market research can identify the needs of your specific audience. When you are able to provide a solution to your customers’ pain points, their brand advocacy grows.
• Pay attention to detail. From the website experience to the ease of customer service communication, consumers want every aspect of their contact with your brand to run smoothly. 
• Develop a customer loyalty program to keep customers coming back. Offer rewards your audience craves, and keep it simple to participate and redeem.
• Remember names, birthdays, and favorite purchases. Personal touches like these make your customers feel appreciated and valued – a powerful step towards turning them into loyal brand advocates. 

Thoughtfully engaging with your audience goes a long way, and brand advocates can launch your business into the next level of success. Need help converting your customers to loyal advocates? Reach out today for a consultation.