Is your company running Net Promoter® surveys?
If so, you may be identifying hundreds to thousands of Promoters (customers who answer 9 or 10 in response to the question: “How likely is it that you would recommend our brand to others?”)
So here’s the question:
What are you doing with your Promoters?
If you said “nothing,” you’re missing a major marketing and customer engagement opportunity!
Your Promoters have “raised their hands.” They’re telling you they’re highly likely to recommend your brand to others. They want to engage more with your brand.
Why not take them up on their offer?
Start a “Promoter Mobilization Program”
Here are three simple steps:
Step 1: Invite Promoters to Join Your Customer Advocacy Program
Send Promoters an email inviting them to join your customer advocacy program. They’ll get access to an exclusive “hub” where they can participate in “challenges” and earn rewards like eGift cards. (more on this below.)
Data point: About 5% to 20% of Promoters will accept your invitation to join the customer advocacy program. If you invite 10,000 Promoters, between 500 to 2,000 Promoters will join your program. That’s the start of what we call an “Advocate Army.”
Step 2: Mobilize Promoters
Issue Promoters “challenges” (actions you would like them to complete.) Here are a few examples:
Post a review of our products on third-party sites and elsewhere. This is likely to boost your online ratings and rankings, which is proven to drive sales.
Create a story or testimonial about how our product is helping you and/or your company. This can be a written story, video, or photo
Refer friends or peers to buy our products, get a demo, or download our products
Test or try our products or product features. This boosts engagement, retention, or loyalty plus gives you valuable insights.
Data point: Between 20% to 40% of Promoters will complete challenges. Compare this to less than 2% of customers and prospects who complete requested actions. Promoters are indeed your most loyal, engaged customers.
Step 3: Reward Promoters
Say “thank you” to your Promoters for completing challenges via:
eGift cards
Brand merchandise like branded t-shirts, coffee mugs, hoodies
Product discounts or free products
Donations to charitable causes
What are the Key Metrics?
How do you measure success for a “Promoter Mobilization Program?” The answer depends on what your goals are.
However, here are three ways our customers measure success:
Amount of user-generated content (UGC) (reviews, stories, testimonials, videos, photos, etc.) created by Promoters. UGC is the most trusted, influential type of content. Studies show consumers trust UGC about 2X-3X more than content produced by brands. We use industry standards to place a value on UGC created by Promoters.
Reach/impressions. When your Promoters share the content they create — or links to your content or offers — this creates reach and impressions. We use industry standards to measure and value that reach.
Sales. As mentioned above, one of the challenges you can issue to Promoters is to ask them to refer friends to buy your products. You can also ask them to post your promotional offers on their social media accounts. We give Promoters unique codes so that when referred friends or peers buy, we can track this directly back to Promoters.
Need Some Inspiration?
Fred Reichheld, the Net Promoter guru, once said:
“The only path to profitable growth may lie in a company’s ability to get its loyal customers (i.e. “Promoters”) to become, in effect, its marketing department.”
So we ask again:
What are you doing with your Promoters?
®Net Promoter is a registered trademark of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.