Turning Customers into Raving Fans: Nurturing Advocacy
The sale is complete. You’ve successfully guided your customer through the awareness, consideration, and decision stages. But the journey doesn’t end there. In fact, it’s just the beginning of a potentially beautiful relationship. The advocacy stage is where you transform satisfied customers into enthusiastic brand ambassadors who sing your praises and bring in new business. Think of this as the “honeymoon” phase – a time to solidify the relationship and cultivate long-term loyalty.
What is the Advocacy Stage?
In the advocacy stage, the customer has experienced your product or service and is genuinely happy with the results. They’re not just satisfied; they’re impressed. They’re ready to share their positive experiences with others, becoming advocates for your brand. This stage is about nurturing the relationship, showing appreciation, and empowering customers to spread the word.
Relevant Digital Marketing Components for the Advocacy Stage
Several digital marketing tools are key for cultivating advocacy:
- Email Marketing (Personalized Follow-Ups): Send personalized follow-up emails to thank customers for their business and request feedback. Offer exclusive content or early access to new products or services.
- Social Media Marketing (Community Building): Create a strong social media presence where customers can connect with your brand and each other. Encourage user-generated content and actively engage with your followers.
- Review Management: Actively solicit reviews from satisfied customers and respond to both positive and negative feedback. Show that you value customer opinions and are committed to providing excellent service.
- Loyalty Programs: Implement a loyalty program to reward repeat customers and incentivize them to refer new business. Offer exclusive discounts, special perks, or early access to sales.
- Customer Testimonials and Case Studies: Feature positive customer testimonials and case studies on your website and marketing materials. Social proof is incredibly powerful for attracting new customers.
Industry-Specific Examples
Let’s revisit our industry examples:
- Dentist: The dentist might send a follow-up email a few weeks after a procedure to check on the patient’s progress and request a review. They might also offer a referral bonus for existing patients who refer new clients.
- Plumber: The plumber might send a thank-you note after completing a job and include a small gift, like a branded tool or a discount on future services. They might also offer a maintenance plan to ensure long-term customer satisfaction.
- Tire Shop: The tire shop might send a reminder email a few months after a tire purchase to schedule a tire rotation or check-up. They might also offer a loyalty program with discounts on future purchases.
Tactics to Intercept Queries
Here are some tactics to “intercept” potential customers’ queries in the advocacy stage:
- Run contests and giveaways: Encourage customers to share their positive experiences with your brand on social media for a chance to win a prize.
- Create a referral program: Offer incentives for customers who refer new business.
- Host exclusive events for loyal customers: Show appreciation for your best customers by inviting them to exclusive events or workshops.
Addressing Queries Effectively
Here are examples of how to address queries in the advocacy stage:
- Instead of: “Thanks for your business!”
- Try: “We’re so glad you chose us! We’d love to hear about your experience. Leave a review on Google and help others discover the benefits of [your business].”
- Instead of: “We appreciate your patronage.”
- Try: “Thank you for being a loyal customer! As a token of our appreciation, enjoy 15% off your next service.”
- Instead of: “We hope you’re happy with your purchase.”
- Try: “We’re thrilled you’re part of the [your brand] family! Share your photos of your new tires on social media using #NewTires #[your brand] for a chance to be featured on our page.”
In the advocacy stage, your goal is to nurture the customer relationship and turn satisfied customers into enthusiastic brand advocates. By showing appreciation, providing exceptional service, and empowering customers to share their positive experiences, you can create a powerful network of brand ambassadors who will drive new business and contribute to your long-term success.