Turning happy customers into loyal advocates: A guide to marketing through service
In a hyper-competitive market, the customer is king, and businesses should do all they can to earn loyalty.
Instead of employing discounting marketing tactics or spending money on influencer partnerships, the Vocus team believes that traditional acquisition plays second fiddle to focusing efforts on turning happy customers into loyal advocates – a tactic they argue can and should be leveraged more actively.
Repeat business is great but word of mouth from loyal customers is one of the most solid forms of marketing. Committed to customer delight and utilizing quality service, companies can turn runway customers into quasi-marketers for their solutions.
1) Create memorable experiences
Great customer service starts with creating positive and memorable experiences that stick in customers’ minds. Fulfilling expectations is nice, but it needs more personalized and careful to stay on customers with repeated visits. Perhaps, this involves remembering a customer’s preferences and providing bespoke solutions or maybe just reacting with an overall understanding of what is important to the client.
If customers feel that they are valued and someone cares, there is more of a chance for them to come back or recommend the business. When you establish deep emotional relationships with your audience, they are more likely to become loyal customers and see you as a member or voice in their community.
2) Encourage and reward advocacy
Even excited customers need a nudge now and then to get them into the advocacy stage. Instituting referral programs, loyalty rewards or other exclusive offers for returning customers can help encourage them to spread the good word with friends and family across their social networks.
Incorporating platforms for customer reviews and/or testimonials allows your satisfied customers to be heard. According to research, “customer satisfaction is the building block of [advocacy],” reinforcing that pursuit to inspire excitement and support through exemplary service delivery regularly.
3) Engage for results: Enable your customers
Advocacy is more than just rewards; it goes after deeper engagement through developing building opportunities. Brands can do this through engaging customers in the building of products, by asking for feedback, or by inviting them to certain community events. This degree of engagement elevates the relationship from transactional to contributive and creates a true allegiance.
Engagement is key to building a sense of connection and loyalty among your customers. Inviting them to share feedback, participate in surveys, or join loyalty programs makes them feel valued and heard. For instance, a PPC agency might actively involve clients in discussions about campaign strategies, empowering them to take ownership of the results and feel like collaborators in the success.
Social media platforms are a great platform to facilitate this engagement, as they provide an opportunity for brands to connect with their audience directly; acknowledge trends among them, and share publicly the stories of such people. A well-equipped customer is likely to feel a stronger association with the brand and therefore recommend it.
In conclusion, one of the most effective customer acquisition techniques is turning your happy customers into unpaid advocates for your business, in a way that helps you efficiently market and engage with them. Businesses that provide excellent service, memorable moments and increased value will also drive their customers into being raving fans.
Not only do loyal advocates drive new customers to your business through positive word-of-mouth, but they also serve as testimonials that enhance the credibility and trustworthiness of your brand. In the end, advocating for customers with an impact on lasting change and a growing market foothold.
