Unlocking the Power of Customer Advocacy: Why It's Easier Than You Think

Customer advocacy is often seen as the elusive unicorn of marketing strategies—beautiful in theory but tricky to capture in reality. On this week’s episode of “Blame It On Marketing,” Emma and Ruta dive deep into why some organizations find investing in customer advocacy too challenging. Spoiler alert: Emma and Ruta, along with their expert guest Dana Alvarenga, vehemently disagree with that notion.

What Exactly is Customer Advocacy?

Before we get into the nitty-gritty, let’s clarify what we mean by customer advocacy. According to Dana, who serves as the Vice President of Customer Experience at Slap5, customer advocacy is about mobilizing your loyal customers to drive strategic growth initiatives. This can range from influencing product direction to participating in speaking engagements or even advisory boards.

"Customer advocacy is all about nurturing the relationships with these loyal customers that have been successful and engaged in your customer marketing initiatives." – Dana Alvarenga

In other words, it's creating meaningful experiences that not only retain and expand your customer base but also turn your satisfied customers into your biggest champions.

The Shift from Old-School to New-School Advocacy

Emma paints a picture of how customer advocacy used to be perceived versus its current, more dynamic form.

"It's like the old-school marketing that it's just the big logo, the flashy quote... But the new way is a two-way exchange of value where the company's gonna get great insights and the customer is elevating their brand." – Dana Alvarenga

Gone are the days of just begging for a logo or a generic testimonial. Modern customer advocacy is reciprocal. Your company gains valuable feedback and authentic endorsements, while your customers boost their own personal brands and professional networks.

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Why Isn’t Every Company Jumping on the Advocacy Bandwagon?

The question remains: if customer advocacy is so beneficial, why do many companies hesitate to invest in it? Dana points out a couple of major roadblocks:

• Data Silos: Companies often have their customer data scattered across spreadsheets, Salesforce, and other platforms. This fragmentation makes it hard to track and attribute advocacy efforts to revenue.
• Lack of Executive Buy-In: Without top-level support, customer advocacy programs can struggle to get the necessary resources and attention.
• Old Mindsets: Many organizations are stuck in the old ways of doing things, viewing customer advocacy as less impactful compared to direct sales or traditional marketing.

Dana emphasizes the importance of breaking down these silos and getting everyone on board to see advocacy as a key driver of growth.

"If you're not able to tie it to revenue, that's why companies aren't investing in it." – Dana Alvarenga

Building a Scalable Customer Advocacy Program

So, how do you go from skeptic to advocate? Dana outlines a four-phased approach to rolling out a successful customer advocacy program:

1. Internal Planning: Conduct thorough research to understand what your customers want and how you can support their advocacy.
2. Building the Program: Create a structured program that invites customers to participate in various advocacy activities.
3. Managing the Program: Continuously oversee and refine the program, ensuring it remains relevant and effective.
4. Measuring Success: Track key metrics to evaluate the impact of your advocacy efforts on revenue and growth.

Emma adds that defining what you want your customer advocacy program to look like is crucial, as there's no one-size-fits-all solution.

"It's not one size fits all... it's about what you want to happen as your end outcome." – Emma

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Collaboration is Key

Customer advocacy isn’t just the responsibility of the marketing team. It’s a collective effort that involves sales, customer success, product, and more.

Emma shares her experience of acting as a bridge between these departments to create a successful advocacy program.

"You become the lynchpin between product, sales, and customer success." – Emma

Dana agrees, emphasizing that customer success and customer marketing should be “siblings, not cousins.” This close relationship ensures that advocacy efforts are seamlessly integrated into the customer journey from the get-go.

Measuring the Impact

What gets measured gets managed. Dana recommends tracking both basic and advanced metrics to gauge the success of your customer advocacy program:

• Basic Metrics: Number of advocates per customer, industries represented, and types of advocacy activities.
• Advanced Metrics: Sales win rate, sales cycle time, renewal size, and revenue attributed to advocacy efforts.

"If you can tie advocacy back to influenced revenue, you're on the right track." – Dana Alvarenga

These metrics help demonstrate the tangible value of customer advocacy, making it easier to secure ongoing investment and support.

Avoiding Common Pitfalls

Not every advocacy program hits the mark. Dana outlines some common mistakes to watch out for:

• Data Inconsistency: Inconsistent tracking across platforms can lead to missed opportunities and unclear results.
• No Executive Support: Without buy-in from key stakeholders, your program may lack the necessary resources and visibility.
• Overreliance on Traditional Tactics: Simply asking for logos or generic testimonials won’t cut it anymore.

Addressing these issues head-on can set your program up for success from the start.

Earned vs. Paid Advocacy

Finally, the conversation touches on the crucial difference between earned and paid advocacy. Dana makes a compelling case for authenticity:

"You want earned advocacy, not paid. Authentic endorsements are far more impactful." – Dana Alvarenga

Building genuine relationships where customers willingly share their positive experiences leads to more trusted and effective advocacy than any paid arrangement ever could.

Final Thoughts

Customer advocacy is not only achievable but also a game-changer for businesses willing to invest the time and resources. By fostering authentic relationships, breaking down internal silos, and measuring your efforts effectively, you can turn your satisfied customers into your best marketing asset.

As Emma aptly puts it:

"If you can just remember that the conversation you want to influence makes such a difference, then you’re doing the right stuff."

So, if you're on the fence about customer advocacy, take a page from Dana’s book and give it a shot. You might just find that it’s easier and more rewarding than you initially thought.

Take Action Today

Ready to dive into customer advocacy? Start by evaluating your current customer relationships and identifying potential advocates. Engage with your teams to secure executive buy-in and streamline your data tracking. Remember, the key is to make it a collaborative, company-wide effort that benefits both your business and your customers.

Stay tuned to “Blame It On Marketing” for more insights and strategies to elevate your marketing game!

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