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What are the benefits and challenges of using customer advocacy as a marketing strategy?

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Customer advocacy is a marketing strategy that involves turning your satisfied customers into promoters of your brand, product, or service. It can help you generate word-of-mouth, referrals, testimonials, reviews, and social media buzz. But it also comes with some challenges, such as managing expectations, measuring impact, and scaling the program. In this article, you will learn about the benefits and challenges of using customer advocacy as a marketing strategy, and how to overcome some of the common pitfalls.

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Camilo Rivadeneira, MSc in Marketing

Sr. Marketing Manager | Driving Customer Retention

1 What is customer advocacy?

Customer advocacy is the process of encouraging and empowering your customers to share their positive experiences and opinions about your brand, product, or service with others. It can take many forms, such as ratings, reviews, testimonials, case studies, social media posts, referrals, or recommendations. Customer advocacy is based on the idea that people trust the opinions of their peers more than those of marketers or advertisers. Therefore, customer advocacy can help you build trust, credibility, and loyalty among your target audience.

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2 Why is customer advocacy beneficial?

Customer advocacy can bring many benefits to your business, such as increased brand awareness, improved customer retention, enhanced customer acquisition, and higher customer feedback. Through word-of-mouth, social media, or online platforms, customer advocacy can help you reach new and potential customers and boost your organic search rankings and visibility. It can also strengthen relationships with existing customers by making them feel valued and appreciated, while attracting more qualified leads and prospects by leveraging the trust and influence of your advocates. Additionally, customer advocacy can help you collect more feedback and insights from your customers to improve products, services, and customer experience.

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Camilo Rivadeneira, MSc in Marketing

Sr. Marketing Manager | Driving Customer Retention
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Actually another benefit is that having advocates will contribute to potentially bring additional revenue in case some proper upsell efforts are put in place

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3 What are the challenges of customer advocacy?

Customer advocacy is far from a one-time or easy strategy. It demands careful planning, execution, and management to succeed. Common challenges include setting realistic goals and expectations, measuring the impact and ROI, and scaling the program while maintaining quality. Setting clear objectives, like what you want to achieve and how you will measure it, is essential. You also need to define and align your key performance indicators (KPIs) and metrics, such as NPS, CSAT, CLV, referral rate, conversion rate, or revenue. As your business grows, you must scale your customer advocacy program while ensuring its quality and consistency. Segmenting your communication and incentives for your advocates and moderating their content and feedback are also important steps.

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Camilo Rivadeneira, MSc in Marketing

Sr. Marketing Manager | Driving Customer Retention
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Having the right metrics and keeping track of them is key but no sufficient if reporting and analysis is not accurate enough to bring good insights about what data tells . Number are nothing if they are not properly used and analyzed

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4 How to overcome the challenges of customer advocacy?

Successfully and effectively implementing customer advocacy requires some best practices and tips. It starts with creating a customer-centric culture and mindset in your organization, which means aligning your vision, mission, values, and goals with your customers' needs. Additionally, you need to build a customer advocacy strategy and plan that identifies ideal customers and advocates, as well as their motivations, challenges, and goals. Moreover, leveraging the right tools and platforms is essential to facilitate and optimize the process. Such tools should suit your business objectives, customer preferences, and budget while enabling you to communicate, engage, manage, and measure your customer advocacy program.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the benefits and challenges of using customer advocacy as a marketing strategy?

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1 What is customer advocacy?

2 Why is customer advocacy beneficial?

3 What are the challenges of customer advocacy?

4 How to overcome the challenges of customer advocacy?

5 Here’s what else to consider

Customer Analysis

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