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Why Are Customer Advocates Important And Why You Should Be Part Of Their Community?
These days, most companies have a dedicated marketing department focused on driving brand awareness, promoting their products or services, and generating leads for the sales team to take over.
These are all great strategies to get the word out in today’s overcrowded marketplace, but research shows that 96% of consumers admit to not trusting advertisements anymore.
Clearly, potential customers are becoming skeptical about self-promotion and outreach tactics—also popularly known as “tooting one’s own horn”. Instead, they are more likely to trust content shared by their friends, family, or wider social network. Brands who really delight their customers will benefit from the word of mouth these champions drive on social, forums, or review sites.
Industry leaders and pioneers that have made a name for themselves in their fields, such as Tesla, Uber, Netflix and Apple have done so by engaging with their customer base, setting them apart from other users of similar products, technologies or services. Their customer advocates are not merely early adopters, but evangelists within their community, keen to educate their network on the benefits of becoming a customer, as well as improve the lives of others and become a part of the larger solution.
So if your brand is a shared passion for your fans, you should actively participate in their advocate community, supporting them, harnessing their enthusiasm and encouraging them to share their thoughts.
Don’t burden them with finding a platform, recruiting members, marketing the community towards peers, staying current with relevant product updates. You can do all that. Give them a platform, enable their conversation, empower them to provide feedback and content, be part of their overall experience. Chances are, you will pocket one of the most effective marketing forces of all times.
But try to keep a low profile in their presence and give the floor to your advocates. Authenticity is the number one reason buyers trust your advocates.
Key takeaways about why are customer advocates important and why you should be part of their community:
- Customer advocates help you create better products, take them to the market, and even improve your company’s culture.
- They are the bedrock of your business and the more honest and open your relationship is with them, the greater the rewards.
- Not only are they loyal to your brand and its values, but they also inspire others to adopt this loyalty, given their almost infectious, positive energy.
- Communication and community are essential for capturing and amplifying their enthusiasm.
- Organizing the logistics of the community will give you the opportunity to interact with your champions and direct their positive energy towards the projects and initiatives that matter to you.
Related Knowledge-Base Articles:
Brand advocates don’t come easy. It takes commitment to customer experience. It also takes a team of engagement specialists to recruit advocates and keep the communication flowing between them and your brand. But, if you take the time to develop a customer advocacy marketing program, you will certainly reap a lot of rewards.
Customer advocacy marketing services can boost your program with strategy, reference recruitment, requests fulfillment, and content creation
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.