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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:

What Role Do the Press and Analysts Play in Customer Advocacy?

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.

What Is Customer Advocacy Marketing?

You are here: Main Customer Advocacy Marketing Programs What Is Customer Advocacy Marketing? What Is Customer Advocacy Marketing? Customer Advocacy Marketing (CAM) is a discipline

Hungry for customer advocacy marketing knowledge?

Browse through our resources library to learn about inbound recruitment, automating engagement tasks, getting internal buy-in, setting program goals and everything else you need to know to recruit, nurture and engage customer advocates.

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