Are you using your customers as marketers?
Consumer behaviour trends are changing at an incredibly rapid pace. As consumers find new social media platforms to flock to, consume video content more and more, and continue to choose mobile devices over their desktops, the marketing teams that work quickly, adapt, and innovate, are the ones who will come out ahead.
Some of the most innovative companies are using customers to market to their audience, leveraging the channels most widely used by their audiences to bring an authentic presence directly to the customer.
This strategy, known as customer advocacy, doesn’t feel forced or like a traditional form of advertising because it uses customers. That’s why it’s so effective.
Customer advocacy marketing is a strategy that leverages your customers as a means to more authentically engage with your audience. The strategy is best-known for leveraging UGC (User Generated Content). Companies often interact, share, and engage with customers that have mentioned that company in a tweet, a Facebook post, an Instagram photo, or on any other social media platform. This increases organic social reach and also demonstrates a company’s willingness to listen to and engage with customers. Its biggest benefit, however, is in the word-of-mouth support it provides, which is near priceless to any company.
But customer advocacy doesn’t stop at a UGC strategy. Reviews, testimonials, and collected feedback should all be used as part of a broader customer advocacy strategy that leverages multiple channels to ensure your audience is learning about your company on various platforms. Because the information is coming from your customers, it’s trusted and more likely to be an effective piece of marketing.
With all companies employing a digital presence, it’s harder and harder to stand out. The companies should be prioritising their digital presence and taking a consumer-first approach by providing speedy delivery, great customer service, and a fantastic customer experience. These are the qualities a company needs in order for customers to advocate on a company’s behalf.
By integrating customer advocacy in your existing marketing strategy, you’re optimising all conversion points and giving your customers much more effective reasons to choose your company. Now, more than ever, customers are looking for a way to make their purchasing decisions easier and it’s the companies that take time and effort to differentiate themselves that will end up winning in the long-term.
If you don’t think you have the resources you can dedicate to start a customer advocacy strategy, start with these small steps.
- Take inventory of your social media accounts. What low-effort change can you enact to make a big impact? Think about whether or not you’re capturing feedback and work on a short-term engagement strategy.
- Check your points of conversion - product pages, landing pages, etc. Is there space for testimonial or review? If there is, start by testing variations to conclude efficacy.
- Are you collecting reviews? If not, start there. Reviews are one of the best ways to improve your visibility and click-through rates across paid and organic search, and on the product, landing, and home pages.
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