What is advocacy marketing?

Turn satisfied customers into brand advocates to boost trust and growth.

Advocacy marketing is a strategy where companies encourage satisfied customers to promote their brand. Instead of relying on traditional advertising, businesses leverage the positive experiences of happy customers to generate new leads and build trust. This can manifest as referrals, testimonials, online reviews, or user-generated content.

In Customer Success, advocacy marketing is especially relevant because when customers achieve their desired outcomes, they’re more likely to recommend your product or service. Loyal customers who become advocates not only help you grow but also foster long-term customer retention.

In this blog, we'll break down what advocacy marketing is, how it works, and why it’s essential for building trust with your customers. We’ll also explore practical steps to create a successful advocacy marketing program and cover common challenges you might face along the way.

Why advocacy marketing matters

Advocacy marketing goes beyond traditional promotion by tapping into the genuine relationships customers have with your brand. When they share their positive experiences, it builds credibility and fosters long-term engagement.

Let’s explore the key ways advocacy marketing impacts business growth:

1. Builds trust

Customers are more likely to believe recommendations from peers than from companies. When advocates share their experiences, it helps create authentic connections, making your brand more relatable.

2. Enhances retention

Advocacy marketing doesn’t just attract new customers; it also strengthens relationships with existing ones. Customers who feel valued and connected to your brand are more likely to stay loyal.

3. Lowers acquisition costs

Traditional advertising can be expensive, but customer advocacy is a more cost-effective solution. When happy customers promote your brand through word-of-mouth, referrals, or testimonials, the cost of acquiring new customers decreases.

Advocacy marketing matters because it reinforces the customer’s connection with the brand. But understanding why advocacy marketing is impactful is only the first step. Now, let’s explore how you can transform happy customers into passionate advocates for your brand.

How advocacy marketing works

Advocacy marketing works by turning satisfied customers into advocates for your brand. The process involves three main steps: identifying advocates, creating advocacy programs, and rewarding participation.

1. Identify advocates

Use feedback loops, customer satisfaction metrics (like customer satisfaction scores), and customer interactions to pinpoint those who are enthusiastic about your brand. These customers are most likely to recommend you to others.

2. Create advocacy programs

Once you’ve identified potential advocates, develop structured programs that encourage and support their participation. This can include opportunities to share testimonials or refer new customers. Programs work best when they feel organic, so offering multiple ways to participate keeps engagement genuine.

It’s important to make the process of advocacy as seamless as possible for customers. For instance, you could include a link in your product or service they could click to quickly advocate for you on social media.

3. Reward participation

While advocacy is often voluntary, offering recognition or incentives can sustain customer engagement. This doesn’t always have to be financial; exclusive content or public recognition can be equally motivating.

For example, you could launch a referral program where advocates earn points for every successful referral. These points could be used to unlock exclusive content, sneak peeks into upcoming features or early beta access to your product or service. 

These steps create a framework for effective customer advocacy. In the next section, we will explore types of advocacy marketing programs that can help you leverage your happiest customers.

Types of advocacy marketing programs

There are several types of advocacy marketing programs that help businesses utilize their happiest customers to promote their brand. Each type offers a unique way for customers to get involved.

1. Referral programs

These programs encourage satisfied customers to introduce others to your product or service, often in exchange for rewards like discounts or exclusive offers. Personal recommendations are trusted by potential new customers and can grow your customer base more efficiently than traditional marketing methods.

This type of program was extremely effective for Dropbox, who had a 3900% growth in user base thanks to their referral program. 

2. Testimonials and case studies

Customer testimonials and case studies highlight real-life success stories, demonstrating the value of your product or service. Sharing these across marketing materials builds credibility and trust with prospective customers.

Zendesk uses this strategy to build confidence among their customers, featuring well known brands that use their service as testimonials, 

3. User-generated content (UGC)

UGC involves customers creating their own content-like social media posts or videos-that showcase their experiences with your product. This authentic content builds a sense of community around your brand.

GoPro encouraged customers to create content by having a Million Dollar Challenge where users made content with GoPros to win a competition, which in turn led customers doing the marketing for them. 

4. Reviews and ratings 

Online reviews and ratings allow customers to provide honest feedback, which can influence potential buyers. Engaging with reviews demonstrates that you value feedback and are committed to improving.

These advocacy marketing programs empower customers to share their positive experiences, creating a cycle where their advocacy drives new engagement and loyalty. In the next section, we will discuss common challenges with advocacy marketing and how to overcome them.

Common challenges with advocacy marketing and how to overcome them

Advocacy marketing can be beneficial, but it comes with its own set of challenges. Addressing these hurdles effectively is crucial for maintaining a successful program.

1. Misidentifying advocates

Ensure you’re identifying true brand promoters. Use data analytics, such as net promoter score and customer satisfaction metrics, to pinpoint those customers who genuinely advocate for your brand.

2. Low engagement

If your advocacy program feels stale, engagement can dip. Regularly refresh your offerings and consider introducing relevant rewards that resonate with your audience.

Segmenting advocates by interests or needs can be helpful in tailoring advocacy programs to maximize engagement across demographics. 

3. Inconsistent feedback

Regular communication is key. Advocates are more likely to provide valuable insights when they feel connected to your brand. Make it a habit to solicit their opinions consistently.

By being aware of these challenges and proactively addressing them, you can create a more effective advocacy marketing program. 

Key takeaways

1. Advocacy marketing is a strategy where companies encourage satisfied customers to promote their brand.
2. It lowers acquisition costs, enhances customer retention, and builds trust.
3. You can structure programs around referrals, testimonials, UGC, and reviews.
4. A successful program involves identifying your advocates, engaging and rewarding them, and amplifying their voices through various channels.

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