Most businesses will understand the importance of building awareness for their business and creating a strong reputation to help convert those who are aware of their business.
However, experienced businesses will also know the value in acquiring advocates for their business.
An advocate is someone who has had a positive experience with the business, who would recommend the company repeatedly, and wholly believe in the brand. Whilst continuing to convert themselves, they become a retained and existing client. They’re incredibly valuable for every business.
6 ways to turn existing clients into brand advocates:
- Most importantly, personalise the relationship. By simply addressing a client by their first name, you naturally point out that you’ve taken the time to get in touch with them as opposed to sending out an automated message. Following on from this, you start a relationship with the client that differentiates you from your competitors, making it easier for them to favour your business.
- Addressing them by their name isn’t enough though. Plan collected and qualitative responses that clearly spell out your interest in their wellbeing and determination to make sure they’re happy with your services.
- Give 100%. Every. Single. Time.
- The effortless notion listening to their queries and taking everything on board to improve their experience with your business will help to reassure a client that they’re valuable and their feedback helps to shape your brand.
- Always be loud about your gratitude. Whether this is a simple “thank you” or an incentive to display your appreciation. If a new client has been sent your way because of a recommendation from an existing client, be sure to recognise this and make it known. Your acknowledgement will go a long way. For instance, leading European workwear provider Alsico use their blog to enthuse about new client collaborations and share these on their social media platforms.
- Even after the conversion stage, it’s critical to ensure a client is happy with what you’ve provided and that they have no issues if you wish for them to use you again.
How do advocates grow your brand?
Obviously, there a multitude of reasons as to how brand advocates can help to grow your business. To start with, their continued support and unapologetic praise for your brand contributes towards building plenty of positivity around your brand, creating a good first impression with new users who have been directed to your business via an advocate.
Secondly, every good marketer will know that the best form of advertisement is word of mouth publicity. This is essentially the main perk of having brand advocates. All it takes is one person to rave about your restaurant, TV programme, fashion item and so on to get others on board and take your business viral. Beauty and bath bomb specialists Lush are a brilliant example of a business that is what it is because of its brand advocates. People believe in their brand values that centre around creating cruelty free, environmentally friendly and fair products for the bath. Now, they’re the bath bomb giants and completely untouchable.
Lastly, as well as having clients that are happy to recommend your business time and time again, interacting with your clients over social media helps to display the human side of your business. Every person loves to see behind the scenes and recognise that your business isn’t run by robots. By displaying personality, it’s easier for potential customers to get on board with your brand.
How can this become a Unique Selling Point (USP)?
You may have guessed already but turning existing customers into brand advocates takes time and careful attention. Because of this, it becomes very clear to those who are not already customers that you care about every person who uses your business.
If new clients can identify that you work towards turning all clients into advocates, this helps to encourage engagement from new clients and builds trust around your brand. Once more, starting the circle over again and so on.