In today’s competitive business landscape, customer advocacy can significantly enhance your brand’s reach and reputation. By transforming satisfied customers into dedicated advocates, you create a powerful network of promoters who voluntarily spread positive word-of-mouth about your business. Here’s a comprehensive guide on how to achieve this transformation.
1. Ask for Referrals
Make the Ask Simple and Direct
You’ve wowed your customer and perhaps achieved repeat business. Now, it’s time to ask for referrals. However, don’t just ask—make it ridiculously easy for your satisfied customers to share your business information.
- Email Referrals: Send an email that your customers can easily forward to their contacts. Include all necessary details and a clear call to action.
- Social Media Sharing: Create shareable content such as images or short videos and tag your customers in them. Encourage them to share this content with their networks.
Provide Easy Sharing Tools
The simpler you make the referral process, the more likely your customers will engage. Provide pre-written messages or links that they can effortlessly share on their social media profiles or through email.
2. Offer an Incentive
Types of Incentives
Incentives motivate your customers to act as advocates. Here are three effective types of incentives:
- Coupons or Discount Codes: Offer coupons or discount codes for your products or services. For instance, Weight Watchers has a referral plan where the referrer gets a free month and the referred gets up to 50% off their membership.
- Swag and Exclusive Event Invites: Provide branded merchandise or access to exclusive events. Naming your customer advocates adds a sense of belonging. For example, a dog treat company could host “Yappy Hours” for their advocates and their dogs, offering exclusive treats and a fun experience.
- Cash Rewards: Monetary incentives can be highly effective. Offer cash for leads that convert, such as $50 for every five paying customers.
Creating a Win-Win Situation
Incentives should benefit both your advocates and the new customers they bring in. This strategy not only helps in acquiring new customers but also strengthens the relationship with your existing ones.
3. Stay in Touch
Regular Communication
Maintaining regular contact with your loyal customers keeps them engaged and more likely to become advocates. Here are a few methods:
- Automated Emails: Schedule emails for birthdays and customer anniversaries. For example, send a “Happy Anniversary” email with a coupon on the one-year anniversary of their first purchase.
- Text Messages and Snail Mail: Send updates and news about upcoming events via text messages and traditional mail.
- Personal Phone Calls: A phone call can make a significant impact. It shows a personal touch that is often missing in digital communication.
- Surprise Care Packages: Send care packages to your most frequent customers. Include social media handles and relevant hashtags to encourage unboxing videos.
Leveraging FOMO (Fear of Missing Out)
People love exclusivity. When they receive something unique, they are more likely to share it. Encourage your customers to post about their exclusive items on social media, increasing the visibility of your brand.
4. Nurture the Relationship
Continuous Engagement
Even as new leads come in, continue to nurture your relationship with existing customer advocates. People appreciate feeling valued, and when they sense genuine interest, they are more likely to support your business actively.
Show Gratitude
Regularly thank your advocates for their support. Personalized gestures, such as handwritten notes or special discounts, can go a long way in maintaining a strong relationship.
5. Turn New Customers into Advocates
Building Relationships from the Start
Once you start converting referrals into new customers, begin the process of turning these new customers into advocates. Focus on building relationships, making attractive offers, and delivering outstanding service.
Creating a Cycle of Advocacy
By continuously nurturing relationships and providing exceptional service, you create a cycle where new customers become advocates, bringing in more leads. This cycle helps in building a strong, loyal customer base that actively promotes your business.
Frequently Asked Questions (FAQs)
How can I make it easy for my customers to refer others?
Provide pre-written messages or referral links that customers can easily share via email or social media.
What type of incentives work best for customer referrals?
Coupons, exclusive event invites, and cash rewards are effective incentives that motivate customers to refer others.
How often should I stay in touch with my customer advocates?
Regular communication through automated emails, text messages, and occasional phone calls or surprise packages keeps your advocates engaged.
What should I do if a customer advocate stops engaging with my business?
Reach out to them without pitching any sales. Show genuine interest in their well-being and express gratitude for their past support.
How can I ensure new customers become advocates?
Focus on building strong relationships from the start, providing exceptional service, and offering attractive incentives to encourage advocacy.
Final Thoughts
Transforming satisfied customers into advocates requires a strategic approach that includes asking for referrals, offering incentives, maintaining regular contact, nurturing relationships, and converting new customers into advocates. By following these steps, you can create a powerful network of customer advocates who will help grow your business through positive word-of-mouth.
