This week Research released a new report exploring customer advocacy The report details what makes an effective client advocacy campaign and why so many advocacy tactics fail. <- more ->
Using both own experience and research findings Recent research on client advocacy, The Carl Pieri details the different types of advocates (and how to determine yours).
Here are the key takeaways from the report:
Client advocacy strategies are not one size fits all
The report looks at the four types of advocates:
- Status requesters
Each type has different values, motivations for advocating for your brand, and will be receptive to different incentives when participating in an advocacy program.
In fact, when Pieri conducted her own client advocacy experiment, her survey found that participants 'preferred type of incentive depended heavily on their personality type:
For this reason, the incentive program that might work for one company will not necessarily have the desired effects for another.
It It is important to tailor your advocacy program to your clients. A good way to determine the type of yours is to ask them how they would be interested in participating in an advocacy program and to match.nd their response to their personality type.
As with any marketing strategy, the data will tell you if you are on the right track with your strategy or not, and you can adapt your approach over time depending on what works for your base. .
Programs Must First and Foremost Benefit the Client
While it may seem obvious that a client advocacy program should be designed to be client-centered , the report explains that this is one of the most common pitfalls of awareness programs.
Too many companies approach customer advocacy as a business transaction (eg they give a review, you provide them with an Amazon gift card).
It may work in the short term, but if you try to build a loyal army of brand advocates, you won't see lasting results from these kinds of efforts.
The characteristic of an excelslow advocacy program is when the client feels like they get more from the program than the brand. By creating opportunities within your advocacy program for clients to develop personally and professionally, you will create a program that your clients actually want to participate in.
The report also encourages companies to embrace personalization to create unique experiences for customers who participate in the program.
Monetary rewards are not the best solution for long term solutions
Monetary rewards (like the Amazon gift card in the example above) are not not the best approach if you are looking to attract high quality brand advocates.
The report states that the measure of success is not just adherence to the program, but the self-directed advocacy behaviors of your participants.
Take the riskou to have fewer participants without financial incentive? Absolutely.
However, the report states that a smaller, more engaged community is much better for your program. This will give you more data on what your high-quality brand advocates want from your advocacy program and set you on the right track to engage more like them.
A successful advocacy program requires structure and clarity Objectives
Another common problem that companies face with advocacy programs is determining ROI. Since advocacy can be difficult to measure, it is important to define clear SMART goals for your program in advance so that you can track progress and results over time.
The report recommends that programs set goals based on two factors:
Goalsbusiness: How do you want the program to impact your business? Whether it's reviews, referrals, or sales conversations with prospects, set a numerical goal and the time frame in which you expect to hit the number. This way you can see if your program is on track or if any adjustments need to be made to reach the goal.
Advocacy objectives: This objective measures the success that your advocates see from the program. This is an important goal to set and monitor, because if your lawyers don't see the value of it, you are unlikely to meet your business goals for the program. This goal can be as simple as a periodic NPS score and will reinforce the idea of keeping this program focused on customer needs first.
Why Marketers Should Pay Attention to Advocacycustomer
Word of mouth has always been one of the most effective marketing strategies, and with the popularity of review sites like Yelp and Clutch, it's easier than ever for prospects to see what a typical customer experience is like.
We know a salesperson will detail all the great benefits of their product or service - but it is so much more meaningful when that information comes from a satisfied customer.
Advocacy programs can help gender These organic word of mouth interactions that help prospects make buying decisions. When executed correctly, you can create a loyal following that benefits both your customers and your bottom line.