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How to Choose the Right Customer Advocacy Marketing Agency?
In order to get the most out of customer advocacy, marketers should perceive customers like co-creators of value and your trusted partners. Aside from that, at the beginning of this strategic marketing decision, most companies need to assess whether the necessary levels of customer trust and satisfaction are met.
They also need to weigh in on the potential negative effects of distributing the ownership of their brand trust across a network of advocacy partners. But as difficult as it may seem to decide to implement a customer advocacy marketing program in your organization, choosing the right team for the job might prove even harder.
Most companies have a marketing team or a team member who takes responsibility for the customer advocacy program. However, with the war on talent and the low retention rates these days, role continuity is a gamble, and taking risks is simply not an option anymore. Whether new opportunities come along, or life gets in the way, some employees might decide to quit, leaving you buried under a pile of work, dealing with more tasks than initially forecasted. Employee retention is not something you can control or count on especially with today’s constant shift in paradigms and global job opportunities. Employing an agency with clear processes in place that values long-term partnerships and can help you budget your expenses transparently throughout the year, may prove a much more sustainable and safer alternative.
Working with a Customer Advocacy Marketing Agency that acts as an extension of your team can also help infuse fresh ideas into your brand’s vision and initiatives. And this works both ways because you also have direct access to its continuous developing knowledge base. Most advocacy agencies are relatively small teams with simple and transparent processes and their dynamics is slightly different from that of a large corporation.
Besides, having a specialized Customer Advocacy Marketing Agency supports the work of your in-house team and transfers valuable know-how at every level of the implementation process. But before booking a Customer Advocacy Marketing Agency, we recommend that you consider other aspects:
- Before deciding, we encourage you to ask around in your industry. Check for reputation, skill set, references, client portfolio and other relevant information that might help you decide on the right type of agency for your company which can bring the best results and maximize your ROI.
- Select an agency that has expertise in your industry and your niche. The better they understand your clients, their needs and the more specialized they are in your area of interest the more efficient the partnership will be in the long run due to the already time-tested and optimized workflows you’ll have access to.
- Another important asset that a good agency carries is the opportunity to develop deep levels of customer satisfaction thanks to their straightforward, collaborative yet transparent approach leading to greater levels of relationship, value, loyalty, and trust.
There are many other things you can consider based on your individual needs, but often the selection process boils down to chemistry, first impression, expertise and:
- How knowledgeable the agency is.
- How well it communicates.
- How friendly and supportive the team is.
These are all paramount elements for the success of such partnership.
Key takeaways about how to choose the right customer advocacy marketing agency:
- An agency with clear processes in place that values long-term partnerships and can help you budget your expenses transparently throughout the year, may prove a much more sustainable and safer alternative than employees.
- A Customer Advocacy Marketing Agency can support the proper knowledge transfer to the newcomer, as well as ensure proper brand exposure and overview.
- Working with a Customer Advocacy Marketing Agency that acts as an extension of your team can also help infuse fresh ideas into your brand’s vision and initiatives.
- Most advocacy agencies are relatively small teams with simple and transparent processes and their dynamics is slightly different from that of a large corporation.
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Customer advocacy marketing agencies and consultants use specialized software to help you discover, nurture, and mobilize advocates, that they have either licensed in-house or that your organization has access to, to audit customer advocates by methods like tracking the number of activities each advocate is involved in, and by cataloguing all your content so as to trace touchpoints and create new content as required.
In the 21st century, growth means setting yourself apart, where countless others are jostling for elbow space – this is true whether you are an individual professional, a startup looking for funding, or a well-loved consumer brand in the market. This is where customer advocacy can help your brand.
The press and industry analysts are an important voice in marketing and brand communications. They influence purchasing decisions in all verticals and business models. But possibly B2B tech more than any others. A robust customer advocacy marketing program will broker interactions between advocates, press, and analysts. It will also help prepare the advocates for the interview and make them comfortable.