Advocacy Marketing: How to Do It (Well) in 2021

脱下您的商业帽子，戴上客户帽子。

让我们考虑你的品牌previously purchased from that have gone above and beyond. Remember the experiences you've had with these companies and why they motivated you to tell your network about them.

当您促进客户企业时，您将成为品牌拥护者 - 品牌拥护者就是您希望客户成为的东西。

您已经听说过口碑（WOM）营销的力量 -over 90% of consumers信任WOM营销建议对任何其他类型的营销。此外，其他客户转介的客户有一个37% higher retention rate, making customer advocacy a particularly strong acquisition play.

继续阅读以了解更多有关如何向这些客户推销成长和成功不可或缺的客户的信息。

Advocacy marketing is a marketer’s dream — cost-effective和high-yielding. Did you know that, on average, brands see a每美元的650％ROI投资于倡导营销？这种方法是吸引新客户并以非常低成本的收入增加收入的最佳方法之一。

品牌拥护者是高度宝贵的品牌资产。他们不仅花费比普通客户多的钱，而且通常对您的品牌和产品进行了精通，使其成为潜在客户和潜在客户的重要信息来源。客户倡导者还提供积极的评论，并围绕您的品牌进行自然对话，从而提高意识和有机流量。

倡导营销策略

倡导营销的结构不如其他类似的营销方法，例如影响者或大使营销。我没有逐步的公式，而是编写了这些倡导营销原则，以帮助您激发您的战略。

1. Provide an excellent product or service.

It doesn’t matter how fantastic your marketing or customer experience are — without a top-notch product or service, customers won’t become advocates and fans. More importantly, an excellent product or service can make up for not-so-great marketing or negative customer experiences.

在研究如何营销之前，请专注于什么你在卖。

2.提供难忘的品牌体验。

无论是您的客户在您的实体店里走路时首先看到的，打开产品包装还是与您的客户服务团队交谈，他们与您的业务进行的每一次互动都会为他们的体验做出贡献。这些难忘的经历使客户可以轻松地在同行中促进您的业务并分享有关您品牌的积极故事。

3.以客户优先的心态运作。

客户首先的文化创造了一种自然感bob全站app忠诚和您的品牌与客户之间的互惠。建立这种文化的一种关键方法是真正地倾听您的客户，并使他们在此过程中感到听到。您可以通过公开回答社交媒体的问题和评论来做到这一点。发布博客文章或社交媒体内容，这些内容反映了您的公司如何构成某些客户建议。bob全站app将问题添加到您的常见问题或知识库真正的客户询问了这一点。

建立这种文化的另一种方法是始终如一地坚持自己作为品牌。准时运送您的产品，尽快响应支持查询，并始终履行折扣和销售的承诺。当客户认为他们可以依靠品牌时，他们就更有可能倡导它。

Moreover, advocacy is born and fostered by customer service and support, as reps talk directly to your customers on a consistent basis. So, make sure your support teams are on board and understand your customer-first mentality goals.

4.使客户轻松提倡。

When it comes to advocacy marketing, you can split your customer advocates into two groups: those that are so thrilled by their experiences with your brand they’ll do whatever it takes to share them, and those who love your brand but will only share their experiences if it’s easy — or incentivized.

Neither group is better than the other. In order to capture both, however, it’s best to make it as easy as possible for your advocates to share information and experiences about your brand. What do we mean by “easy”?

这里有一些想法：

• Create a brandedhashtagthat customers can include in captions and comments when posting about your products or services.
• Offer some pre-written content that customers can copy and paste on social media.点击图表是一个有用的工具。
• Incorporate social sharing links on every website page.
• 提供“值得Instagram”的照片或视频机会。

5.积极寻求拥护者。

You can’t use brand advocates to spread awareness and excitement about your brand if you don’t know who they are. Take the time to identify your customer advocates so you can reach out to them when it's time to run a campaign or ask them to provide feedback on your messaging or products in the meantime.

这里有几种方法：

• Create a campaign designed to identify your customer advocates, such as用户生成的内容（UGC）。纳入参与的竞赛或奖励，以最大程度地提高客户参与度。
• Use software to track who’s engaging with and advocating for your brand online, such as the集线器营销枢纽社交收件箱。
• 设置一个忠诚或奖励计划。
• Run the净启动子得分®（NPS®）调查经常。

倡导营销实例

1. 苹果
2. Uber
3. 西南

1.苹果的倡导营销

苹果可以说是最受欢迎的全球品牌之一。它每年发布新产品，大多数Apple商店都与一群巨大的客户交战，等待最新的智能手机，平板电脑，并在发行后观看。苹果创建了一个人们喜欢分享的品牌，该公司在他们的bob全站appiPhone X的活动。

在全球范围内，顾客与广告牌，电视广告和带有华丽图像的付费广告面对面，并获得了“ iPhone X上的自拍照”。就是这样。然而，这些广告与众不同的是，精选的照片和视频是由真实客户和真实iPhone捕获的。

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这些广告的真实性猛增了它们的受欢迎程度和影响力，推动了更多的iPhone客户分享自己的录像。该公司还bob全站app跟进教学信息帮助客户充分利用他们的新设备并贡献自己的内容。

2. Uber的倡导营销

Uber倡导营销的方法反映了您的基本忠诚度和奖励计划，这使公司可以轻松识别和利用其客户倡导者。bob全站app该品牌向骑手和驾驶员提供该计划，从而使客户倡导能够帮助发展其业务的两个领域。

By simply sharing your code (as a rider or driver), you can give a friend a discount — and receive your own. Uber has made this推荐朋友计划无缝且易于使用。它是在Uber应用程序中构建的，并使双方受益。

3. Southwest’s Advocacy Marketing

A 2017 CX Solutions study found that超过50％的西南航空公司customers were highly engaged, as compared to 41% of Delta customers and just 26% of United Airlines customers.

研究发现，虽然定价是主要的差异化因素，但西南客户还发现该航空公司提供了最简单，最令人难忘的经验和员工。西南航空（Southwest Airlines）以其友好的员工和有趣的品牌而闻名，这是社交媒体和频繁客户在社交媒体上最受关注的两件事。

西南creates experiences that are easy and fun to share — like a witty napkin on Instagram or arapping flight attendanton YouTube — therefore transforming happy customers into brand advocates.

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Advocacy marketing isn’t as much a marketing strategy as a way of doing business. When you offer a top-notch product, unforgettable customer experience, and customer-first culture, it’s easy for customers to fall in love and tell others why they feel the way they do — and customer advocacy is the best marketing.