The role of the customer has evolved beyond just being a passive recipient of products or services. Now, they are active participants who can significantly influence a brand’s reputation and growth. This is where the concept of customer advocacy in marketing comes into play. But what exactly is customer advocacy? How does it shape the dynamics of contemporary marketing strategies? In this blog, we will explore the benefits of customer advocacy in marketing, shedding light on its importance and how businesses can effectively leverage it to foster stronger customer relationships and drive sustainable growth.
Customer advocacy marketing, or brand advocate marketing, is a strategy that focuses on creating and nurturing strong relationships with customers, encouraging them to promote and advocate for a company’s products or services. This can be done through various channels such as social media, online reviews, word of mouth, and more. The goal is to turn satisfied customers into advocates who can help increase brand awareness and generate new business.
Why is customer advocacy important?
Like any other industry, knowing and understanding your ideal market is essential for achieving success. There is no better way to build a strong foundation of loyal and brand-devoted customers than by prioritizing them and showing appreciation for them.
The benefits of customer advocacy marketing
Here are some of the major benefits of prioritizing customer advocacy:
Building strong customer relationships
Strong customer advocacy attracts new customers and forms the beginning of long-term customer retention.
Boosting awareness is a critical aspect of any marketing strategy, and customer advocacy plays a pivotal role. When customers become advocates for a brand, they voluntarily and enthusiastically share their positive experiences with their network, including friends, family, colleagues, and even their followers on social media.
Like influencers, customer advocates help brands expand their reach. Customer advocates encourage new consumers to purchase from a brand as they are seen as more persuasive. This organic word-of-mouth marketing not only reaches a wider audience but also carries more weight as it comes from a trusted source.
Shows customer appreciation
A great way for brands to maintain loyal customers and prompt them to advocate for their brand is to shower them with love. Through free items, badges, perks, new products, discounts, and more, brands can boost their customer advocate base and nurture long-term relationships.
Obtain user-generated content
UGC is a cost-effective form of marketing that encourages advocates to highlight their appreciation of products and services on social media. The content can be incredibly influential in shaping public perception and increasing brand visibility.
Enhanced brand reputation
One of the best benefits of customer advocacy programs is that it allows brands to improve their online reputation. Customer reviews can raise a product’s rating on third-party sites, encouraging other buyers to purchase. During times of crisis, such as product recalls, brand advocates can champion the brand.