How to Turn Customers into Brand Advocates

There is no better advertising than delighted customers spreading the word about your business.

An influential factor in the success of a brand is its brand champions. Brands that have devoted fans have them because they consistently go above and beyond. These brands recognise that the difference between customer ‘satisfaction’ and ‘delight’ is night and day, and that customers who are truly delighted, drive profitable business growth.

Brand advocates promote your company's name, encourage word-of-mouth, help to attract new customers, and draw in repeat business. They also help to defend it against negative comments or criticisms. All good stuff…

But first of all, you need them.

The implementation of a referral programme can have a profound effect on your success with word-of-mouth advertising from happy customers being one of the most effective methods for gauging consumer loyalty, predicting future purchases, and bolstering the bottom line. It's a tried-and-true method that the world's most successful companies employ to boost brand loyalty.

In this article, I’ll give you some pointers to help you build (and manage) a base of loyal brand advocates.

What is a brand advocate?

A brand advocate is a happy customer who enthusiastically recommends your product to others.

Their impact is staggering.

They speak positively of your company on social media and other public forums, and proactively influence the purchasing decisions of their friends and families, and your prospects.

Brand advocates are responsible for two to three times as many additional purchases as your average customer so customers who are willing to promote your brand are invaluable. With the advent of social media and constant online access, building brand loyalty among consumers is simpler than ever. Yet, the difficulty lies in maintaining a constant brand advocacy strategy, as modern consumers have short attention spans and will likely forget about your brand if you don't keep them engaged and delighted on a frequent basis.

How to start

You can’t rely on random positive reviews or occasional referrals from satisfied customers. You will need a coordinated strategy to consistently convert the positive sentiments of your customers into tangible business results. Here are a few ways you can develop your strategy:

• Understand what motivates those who advocate

Advocates for your brand will always make up a relatively modest percentage of your total base. Most of your customers will buy from you one or multiple times, but they won't actively participate in your brand's marketing or spread positivity about it. Track the customers who advocate for your company and figure out what makes them tick…and what inspires them to talk.

• Conduct online polls:

If you ask your consumers a straightforward question like "how likely are you to refer us to a friend?" and then ask them to provide a brief explanation of their response, you will have a profound insight of the factors that contribute to the happiness of your customers.

• Engage in social listening:

Engage with the people who are sharing positive feedback about your brand on social media and pay full attention to what they have to say.

• Speak to returning customers:

The key to a successful and sustainable business plan is understanding the factors that inspire advocacy. When customer buys again or renews their contract, it's a good idea to understand their motivation, and what you can do to keep them coming back for more.

Why are brand advocates so important?

• According to a study by Ambassador, 71% of consumers are more likely to make a purchase based on a recommendation from a friend or family member. It also found that companies with a formalised advocacy program see an average increase in customer retention of 19%.
• Brand advocates are 50% more likely to influence a purchase decision than a regular customer, according to a study by Zuberance.
• ?According to a study by Nielsen, 92% of consumers trust recommendations from friends and family, while only 33% trust ads.
• Brand advocates tend to be more loyal customers. According to a study by Harvard Business Review, a 12% increase in advocacy leads to a 2x increase in revenue growth rate.
• Brand advocates can also help improve a company's reputation. According to a study by Ogilvy, 81% of consumers said that they need to be able to trust the brand to buy from them.
• Another study by Deloitte found that customers who are advocates of a brand are 4 times more likely to refer others to the brand.
• Brand advocates can also help increase a company's social media reach. According to a study by SocialChorus, posts shared by employees and advocates have a 24x higher click-through rate than those shared by the brand.
• According to a study by Hootsuite, 75% of consumers trust recommendations from people they follow on social media, which can include brand advocates.

Overall, these statistics demonstrate the significant impact that brand advocates can have on a business, including increased trust, influence, customer retention, and lifetime value. Word-of-mouth marketing is powerful with consumers saying they rely more on friends' recommendations than they do on advertisements when making a purchase.

All these stats mean one thing…turning customers into brand champions is crucial for healthy growth.

12 tips to turn happy customers into brand advocates

1. Deliver a great product or service:

The quality of your product or service is the foundation of your brand's reputation. A company with a reputation for delivering high-quality products or services can command premium pricing and stand out in a crowded market. It is also better positioned to weather economic downturns and competitive threats, as loyal customers are less likely to defect to rivals.

Having a great product translates into repeat business and positive word-of-mouth marketing. Make sure that your products or services are of high quality and meet the expectations of your customers. Focus on providing value to your customers, and they will be more likely to recommend you to others.

2. Create an engaging onboarding experience

First impressions last.

This is why the ease with which new customers can buy, and start using, your product has a bearing on how long they stick with you. The way you bring new users to your product can make or break your ability to keep them as paying customers and, if you get it spot on, can have a direct and positive impact on retention. And when customers become brand advocates, they not only bring in new business but also help build your brand's reputation for delivering that great customer experience.

3. Create a loyalty programme

A loyalty programme is a marketing tactic that gives customers incentives to interact with your business in various ways (such making purchases, upgrading their service, referring friends, submitting photos of their purchases, writing reviews, etc.) in exchange for some form of reward as a way of showing appreciation for their continued support.

For example, a consumer can build a stash, and then redeem their accumulated loyalty points for special offers and discounts after they reach a certain point threshold. Such a loyalty scheme can incentivise customers to keep coming back and refer their friends and family.

• Make it easy to share: The first step to creating a successful referral program is to make it easy for your customers to share it with their friends. Consider using a simple referral link that customers can share via email or social media. You could also create pre-written messages that customers can use to share the program with their network.
• Offer a reward: Incentives are a great way to encourage customers to refer their friends. Consider offering a discount, free trial, or other incentive to both the referring customer and the new customer they refer. It’s a great way to motivate and transform inactive consumers who are generally pleased with the services you provide, into active marketers who spread the word about your company. It also fosters a more positive perception of the brand overall. Just make sure the reward is valuable enough to encourage customers to act, but not so generous that it hurts your bottom line.
• Set clear rules and guidelines: Make sure your referral program's parameters are straightforward and easy to follow for your customers. Provide details on the program's structure, the benefits it offers, and any caveats or limits that may apply.
• Promote the program: Once you have created your referral program, it's important to promote it to your customers. This could include adding a banner to your website or sending out a dedicated email to your mailing list. You could also consider promoting the program on social media or using paid advertising to reach a wider audience.
• Monitor and adjust: As soon as your referral programme is up and running, it is critical to monitor its effectiveness and adjust as required. Make use of analytics tools to keep track of the number of referrals you get and make any necessary adjustments to the programme in order to improve its efficiency.

4. Provide exceptional customer service

Good customer service is crucial for creating happy customers who are more likely to spread the word about your brand.

One of the best ways to turn customers into brand advocates is by providing exceptional customer service. This means being responsive, attentive, and helpful whenever customers need assistance. Train your employees to be empathetic, and knowledgeable. Ensure that your support channels are easily accessible and that you respond to customer queries and complaints quickly. Going the extra mile to solve customer problems and show genuine care can make a big impact on their perception of your brand.

Providing excellent after-sales support is just as important as providing great customer service. Follow-up with customers after their purchase to make sure they are satisfied and help if needed, this will further inform you of where you are getting it right and gaining evangelists, and where you could be doing better.

5. Build a community

Create a community around your brand that your customers can be a part of.

This could be in the form of a social media group or a forum. Encourage customers to share their experiences with your brand and interact with each other. This creates a sense of belonging and strengthens the connection between your customers and your brand.

6. Engage with customers on social media

Social media is an excellent platform for engaging with customers and building relationships. Responding to comments, addressing concerns, and sharing user-generated content can help foster a sense of community and loyalty around your brand.

Prompt users to create content. A wonderful approach to get customers involved with your brand, boost brand loyalty, and spread the news about your business is to have them contribute user-generated content (UGC).

7. Create shareable content

Make it easy for your customers to talk about you.

Creating material that others want to share (like blog articles, infographics, or videos) is a great way to get the word out about your business. Align to your brand values, and make sure material is interesting and useful.

8. Use social proof

Use social proof to demonstrate the popularity of your brand.

This could come from customer feedback, awards, endorsements, or from your own social media following. Consumers are more likely to believe in a brand that has a healthy fan base full of supportive and vocal customers.

9. Host events or webinars

A wonderful approach to interact with customers and give them useful information or resources is by hosting events or webinars. You can establish your brand as an authority, an expert in your field, building trust and winning over potential brand ambassadors.

10. Use influencer marketing

Working with influencers can boost brand recognition and credibility.

You should look for influencers who have an audience that is comparable to your own and who align with the principles of your business. Find those who would benefit from your product or service, who share your core beliefs, and who can help spread the word to their network.

11. Share customer success stories

A compelling strategy to encourage others to recommend your product or service is to share customer success stories. Demonstrating how your product or service has helped others overcome pain points or reach their objectives will help establish your brand as reliable and trustworthy.

12. Ask for feedback and act on it

Asking for customer feedback and acting on it can help build a stronger relationship with customers.

This feedback can help you improve your offerings and build better relationships with your customers. When customers feel heard and see that their feedback is being recognised and implemented to improve the product or service, they are more likely to become evangelists for your brand, so show your customers that you truly value their opinions.

Final thoughts

Although it takes time and work, the rewards of converting customers into brand evangelists are well worth all of the investment.

You will need a combination of exceptional customer service, incentives, engaging with customers and building meaningful relationships to create such loyalty. These loyal customers are more likely to recommend your company to others, which can help bring in new business and further strengthen your company's position in the market. You may also have more flexibility in terms of pricing and product offerings, as your dedicated customers may be more willing to pay a premium for products and services they know and trust.

However, to stay competitive in the long run it's important for you to continue to innovate and improve products and services, even with a strong base of loyal customers. By using these tips as a foundation, you can start to build your customer referral strategy and cultivate a community of loyal brand advocates who will help your business grow and thrive.

Encourage customer feedback, stay true to your brand values, and create real brand advocates. They will always prove to be your best salespeople.

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In today's competitive business landscape, having a solid marketing strategy is essential for the success of any business. Whether you are a seasoned marketer or a small business owner just starting out, the series will cover a wide range of marketing topics. With so many marketing channels and tactics available, it can be overwhelming to know where to start, and even more tricky to stay on top. That's why I have created this series of articles to equip you with the knowledge and tools you need to create effective marketing campaigns, reach your target audience, and drive more leads and sales for your business. My aim? It’s simple – to share my knowledge and the lessons I have learnt along with some tips, tricks, and other growth hacks as well as practical strategies to help you level up. #subscribe for more, and feel free to message for any further help.

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