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.
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.
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.
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:
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
So, how do you go from skeptic to advocate? Dana outlines a four-phased approach to rolling out a successful customer advocacy program:
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
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.
What gets measured gets managed. Dana recommends tracking both basic and advanced metrics to gauge the success of your customer advocacy program:
"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.
Not every advocacy program hits the mark. Dana outlines some common mistakes to watch out for:
Addressing these issues head-on can set your program up for success from the start.
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.
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.
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!