Customer Advocacy - How to Uncover, Nurture, and Leverage Brand Advocates
In today’s world of cluttered brand communications, customer advocacy and word-of-mouth recommendations have a vice-like grip on our subconscious minds and help shape (and sometimes trigger) our purchasing decisions.
Here’s a short personal story that demonstrates this extraordinary power of brand advocacy:
A few months back, I bought a pair of overpriced running shoes. Purple running shoes. The guy in the store smiled apologetically, saying they were the only ones in my size. That was cool, I said, whipping out my credit card.
Now, the slightly weird part is that I don’t run. It’s not my type of exercise. So, why did I end up paying close to 200 euros for something I probably wouldn’t use?
I did it because my colleague (and friend) Senne could not shut up about this brand for a month. During Zoom calls and even during the happy hour at the pub, he would harp on about ‘the best running shoes’ he’s ever tried out — how they mold the insert on your foot in the store, how the shoes are super cozy and fit like a glove, how they’re almost weightless, etc.
Now think of all the times you’ve spent your hard-earned money? How many times did a recommendation from a friend, a colleague, or a total stranger (online reviews, anyone?) influence your decision?
The purpose of this guide is to awaken you to the incredible sales and brand-building power of brand advocates — the power of correctly and consistently leveraging your Senne-level customers and superfans and using them to:
✔ raise awareness of your brand both online and offline;
✔ create an army of efficient spokespeople and salespeople;
✔ grow your bottom while cutting back on paid advertising
"A committed brand advocate is almost like an evangelist — and they’re worth their weight in gold. They’re an essential component of brand-building, marketing, and sales, especially now when people trust each other way more than they trust brands"
Koen Stevens, CEO Ambassify
Imagine having just 15 customer advocates that are as passionate about what you do as Senne is passionate about that brand? Or 50 who are slightly less passionate but still as loud and vocal as a chatty parrot? Or — imagine it — hundreds who are half as passionate but willing to put in a good word for your brand when the opportunity arises?
How much would those customers be worth to you?
I’ll tell you how much — 10X more than what they spend with you. And especially if you can harness their goodwill and direct it towards those actions that will benefit your brand the most — social media reach, referrals, references, or content.
That’s because customers are reluctant to trust brands today — according to an Edelman Brand Trust Survey1, most of those who do business with you don’t put much stock into your messaging…they don’t trust brands, but they do trust other people, especially their peers.