Before making a purchase, you want to be sure you’re making the right decision. The same rings true for your customers. Oftentimes that means seeking out the advice of people who already made the purchase and can offer some perspective and insights. These are individuals who are familiar with a product, can speak about it thoroughly—and champion the company as well. Enter brand advocates.
Start with knowledgeable customers who are thoroughly satisfied, essentially brand loyalists, and you have brand advocates in the making. Brand advocates can be cultivated—if you know the right way to do it.
Here are three ways to convert your brand loyalists into brand advocates:
Find out where they’re hiding
Monitor your social platforms to find those customers who are truly engaged with your brand and follow them. Look for customers who constantly have good things to say about your brand. Seek out brand enthusiasts who consistently take to social media to mention your name, say positive things about your products, and share content from your social media sites with their network.
Another possible source of brand advocates are self-appointed power users who love to teach others how to best use your products and offer guidance. These are people who help others with technical challenges or explain how they can maximize the value of your product offerings. Power users tend to congregate in online communities and user meetups where they can have more direct, and lengthier, on-topic conversations.
Reach out to these sources and find out if they’d be willing to take on the role of brand advocate by burnishing your brand via social media or even heading up and moderating brand-sponsored user groups. Start the relationship by asking for a follow on Twitter or participating in blog comments. Once you’ve established a rapport (and assessed their interest) you can expand the conversation and explore additional possibilities.
Give them a platform
The value of brand advocates is that they are out there freely endorsing your brand. Their actions enable you to gain credibility, garner loyalty and grow your customer base. Why not make it even easier for brand advocates to propel your brand forward by giving them a proper forum.
Designate a space for them to share their voice and their experiences with your product. Make them a contributor to your blog, recruit them to answer questions during a Twitter chat, or moderate a Google+ Hangout. Provide them with ways to deeply engage with your community and gain their acceptance.
Make it worth their while
To properly reward your brand advocates, you’ll need to think beyond a gift card or product discount. A better way to acknowledge their efforts is to offer an exclusive experience or an opportunity that will help them build their profile.
This could be a speaking opportunity at an upcoming conference, a chance for a sneak peak at a soon-to-be-released product, or an invitation to meet with your chief executive officer or product managers and contribute insights and feedback.
Brand advocates want everyone they meet to experience the value your brand has provided to them. The presence of brand advocates means your brand is doing it right. Maximize the benefits of your success by cultivating those customers who can’t wait to tell others just how right you are—for them.
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