Checking customer temperatures early is vital in achieving a raving fan of your product or service. High levels of satisfaction often need to be nurtured in order to drive advocacy. Advocacy is, hands down, the single biggest source of demand for your product or service. Lower CAC, increased CLTV and higher NRR are 3 ultimate advocacy metrics over the obvious NPS (Net Promoter Score).
Customer Acquisition Cost (CAC) – Customer advocacy can help minimise customer acquisition costs as they hear trusted, reliable confidants telling them how good a product or service is, and, let’s face it, retaining loyal customers is a lot more cost-effective than acquiring new. Customer advocacy is the cornerstone of customer success, creating brand advocates that form a vital extension of your sales team and, as a result, drive new customer acquisition. Customer advocates are often two to three times more effective at persuading others to make a purchase (versus their non-advocate counterparts) through word-of-mouth, you’d be silly not to lean on them to bring new customers into the fold. Plus, if you needed more convincing, a ton of studies show that most people trust content more from “normal people” than brands directly.
Advocacy is basically free customer acquisition and brand building.
Customer Lifetime Value (CLTV) – A direct benefit of customer advocacy is the measure of each of your customers over the time on your books. Loyal customers spend more, in fact, they are less likely to switch to competitors, even when faced with cheaper alternatives or aggressive marketing tactics. Loyal followers also provide candid feedback. Brands can use this to improve products or services, showing that they listen and adapt based on customer needs. Tracking changes in CLTV offers an indication of the impact of customer advocacy on your business.
Net Retention Rates (NRR) – Customer advocacy reinforces customer retention but also drives additional value as a trusted vendor. Loyal customers are bound to stick around for the long haul and not deflect over to the competition but buy more from you. Customer advocacy is all about giving customers more reasons to be loyal to your brand. Brand loyalty drives sustainable, profitable growth, which, in turn, drives value to your business.
The Power of Word-of-Mouth in the Digital Age
People trust people. This simple truth has reshaped marketing in the digital era. Traditional advertising still has a place, but consumers look to their peers, industry experts, and, more importantly, everyday customers to guide their purchasing decisions. Advocacy is now the most valuable form of marketing, and trust marketing is leading the way in shaping brand reputation. In an online world full of competing voices, businesses can no longer rely solely on polished brand messaging. Authentic recommendations from real people build credibility, create meaningful connections, and drive purchasing decisions. Consumers don’t just want to buy a product; they want to engage with the brand in a real, trustworthy way. Word-of-mouth has always been a powerful marketing tool, but its influence has grown exponentially in today’s interconnected world. Social media, online reviews, and peer recommendations have replaced traditional endorsements as the most trusted source of information. Firsthand testimonials and experiences from real people engage prospects in moving down the funnel.
Trust is earned through real interactions, honest reviews, and consistent customer experiences. A business that engages with its audience and responds to feedback demonstrates authenticity. This builds a heightened level of confidence. Businesses invest in trust marketing to focus more on relationship-building that, in turn, creates love and trust in your brand.
How Brand Advocacy Drives Growth
Brand advocacy takes trust marketing a step further. Businesses don’t just need consumers to believe in a product; they need them to share it with others. The most successful brands are those that create loyal communities of advocates who voluntarily promote their product or service. These advocates amplify a brand’s reach through user-generated content, referrals, or positive word-of-mouth. Specifically in B2B marketing, we are still consumers. Brands operating in the B2B space should now call on their customer success teams to be accountable for driving advocacy. Brand advocacy also builds resilience. Businesses with a loyal advocate base can rely on their community in times of crisis to reinforce positive brand messaging. This support network helps brands recover quickly from setbacks and maintain their reputation in an ever-changing marketplace.
Creating a Culture of Advocacy
Advocacy doesn’t happen overnight. It takes consistent, positive customer interactions and a strong brand identity. Businesses looking to create advocacy need to prioritise customer experience at every touchpoint, from initial awareness to post-sale customer success teams. A company with exceptional service creates a ripple effect. Satisfied customers share their experiences and lead to new customers who are already primed to trust the brand. This cycle expands as businesses nurture relationships and appreciate loyal customers. For brands that truly understand the value of advocacy, it becomes more than just a marketing tactic—it becomes a core business philosophy. Prioritising transparency, encouraging open conversations, and rewarding loyal customers all contribute to a strong foundation of trust that fuels long-term success. Empowering employees to be brand advocates is another key factor. When employees believe in a company’s mission, they naturally become ambassadors who share their positive experiences with friends, family, and professional networks. Internal advocacy enhances external trust, reinforcing a company’s authenticity.
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