Customer Advocacy Marketing
As we mentioned before, trust is at an all-time low between people and businesses.
So, you’ll want to think about turning your happiest customers into promoters for your brand.
One way to identify your happiest customers is to run NPS (net promoter score) surveys.
These surveys measure how likely someone if to recommend your product or service to someone else.
Getting Started with Customer Advocacy Marketing
Survey your customers
NPS is determined by asking customers, “On a scale of 0-10, how likely are you to recommend to a friend?” and asking them why they gave the answer they did.
In order to get an accurate NPS, you must ask the above question and provide a 0-10 numerical scale customers can choose from.
It’s customary and helpful to provide a blank field where customers can elaborate on why they gave the answer they did, and although this qualitative feedback doesn’t impact the overall NPS, it gives you an idea of areas of improvement you can focus on to raise your overall score.
Categorise their responses
Once you’ve collected responses to the question, tally how many answers you have in each of the following categories:
- Promoters: People who respond with a score of 9 or 10
- Passives: People who respond with a score of 7 or 8
- Detractors: People who respond with a score between 0 and 6
As you may have already guessed, promoters are happy customers who will sing your praises to friends and family, while detractors are unsatisfied and not only might churn, but they could dissuade potential new customers from learning more about you.
Passives aren’t highly satisfied, so they’re at risk of switching to a competitor.
Calculate the score
Determine what percentage of your respondents are promoters and what percentage are detractors.
Then, subtract the detractors percentage from the promoters percentage to figure out your NPS.
If you survey 100 customers, and the result is made up of 70 promoters, 10 passives, and 20 detractors, your NPS would be 50.
Pro Tips for Customer Advocacy Marketing
Once you’ve identified your NPS, you can measure how your marketing efforts (and overall customer success efforts) contribute to turning more of your customers into advocates. Consider tracking this score over time.
Identify where your potential customers learn about reviews. Where do they go to compare you against your competitors? This could be a review site that’s specific to your industry.
Now that you’ve identified Promoters, you’ll want to reach out to them to ask if they could leave you a review (or advocate in other ways) about their experience with your company. Encourage your Promoters to speak on your behalf.
Ready to go!
Bearing in mind what we said about the importance of keeping things simple and light-touch when you’re starting out, don’t be afraid to use a combination of marketing techniques and ideas.
It’s useful to think of your marketing activity as an ecosystem – when all your tactics (online or offline) work together, the whole is greater than the sum of the parts.
You might not get it right every time, but if you keep a keen eye on the performance of your activity it’s possible to minimise your risk since you can more or less switch your tactics on and off at will.
And, while it’s important to focus your attention on what’s working, as you start to gain confidence in digital marketing, and your strategy starts to pay dividends, let yourself have some fun and experiment with different tactics too.
Good luck!
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