Nurturing Customer Advocacy: Turning satisfied customers into brand ambassadors.

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We've already explained it to you in our previous blogs: the success of your business doesn't just lie in acquiring new customers, but above all on cultivating loyal advocates who become ambassadors for the brand. Customer advocacy is a potent marketing technique that can assist companies in establishing credibility and trust, which will ultimately lead to long-term growth.

This article will discuss the value of encouraging customer advocacy and present techniques for converting contented clients into fervent brand advocates.

The Power of Customer Advocacy

Customer advocacy involves customers actively supporting and endorsing a brand willingly. It goes beyond simple customer happiness. These supporters provide the business, its goods, and their whole experience, both online and offline, favourable reviews. Their advice carries a lot of weight because it is based on actual, personal experiences. When you consider that more than 75% of B2B buyers evaluate three or more sources of advocacy before they make a purchasing choice (Rogers, 2011), this method may be very effective.

Customer advocacy belongs in the AARRR funnel's fifth step, also referred to as the referral stage.

- Acquisition occurs when a person downloads your app or visits your website for the first time with the belief that your product is valuable and registers for a trial or freemium version.

- Activation - Activation takes place when someone uses your product for the first time and finds value in it. Their anticipations are fulfilled.

- Retention - During this phase, clients continue to make subscription and repeat purchases.

- Recommendation - Contented customers spread the word about your company to their networksand in public.

- Revenue - At this level, you start to get money from a consumer, either by moving them from free to premium plans or by having them purchase or renew a subscription (Userpilot, 2022).

The Influence of Word-of-Mouth Marketing

For instance, McKinsey found that between 20% and 50% of all purchasing choices are influenced by word-of-mouth marketing. This is especially true for millennials, who are 115% more impacted by word of mouth than traditional advertising, according to a 2018 study by Convince & Convert (Senyard, 2021). The success of a brand can be greatly impacted by the advocacy of its customers, as demonstrated by this.

So what are the techniques for converting loyal customers into real brand advocates?

Delighting Customers to Foster Advocacy

Exceptional client experiences are the first step in cultivating customer advocacy. Offer individualised onboarding, proactive support, and quick problem solving. Exceed expectations with unanticipated incentives and exclusive deals. Compile ongoing feedback and highlight consumer success stories. Construct exclusive advocacy initiatives with rewards. By encouraging loyalty through these tactics, pleased clients are more likely to become passionate brand promoters, resulting in long-term growth and success for your company.

Engaging and Empowering Advocates

Finding and involving prospective advocates is essential. Employ feedback surveys, Net Promoter Score (NPS) analysis, and social listening to identify happy clients who are already promoting your company. After you've located them, include them in user communities, invite them to beta testing, or include them in brand events. Provide them with the means to do so, whether through referral schemes or user-generated content projects.

Showcasing Customer Success Stories

Nothing conveys a message more powerfully than a customer's success story. Inform your audience about your product or service's positive effects on their lives or businesses by sharing interesting case studies and testimonials. These narratives humanise your company's image and encourage potential customers to adopt it.

Building a Customer-Centric Community

Create a sense of belonging by fostering a customer-centric community. Online forums, social media groups, or exclusive events where customers can connect with each other and the brand help strengthen their bond. Encourage open discussions, actively participate in conversations, and demonstrate that their feedback is valued.

Rewarding Advocacy Efforts

Recognize and reward customer advocates for their loyalty and efforts. Implement a customer loyalty program that acknowledges their advocacy through incentives, discounts, or exclusive perks. Showing appreciation reinforces their advocacy and motivates them to continue supporting the brand.

Leveraging User-Generated Content

Encourage supporters to produce and distribute user-generated material about their good interactions with your company on social media, in the form of posts, videos, or reviews. Potential clients are greatly influenced by user-generated content since they are more likely to believe peer recommendations than conventional advertising.


Building great relationships with your consumers is a continual commitment; cultivating customer advocacy is not a one-time endeavour. Businesses can turn contented customers into fervent brand ambassadors by satisfying customers, engaging and empowering advocates, displaying success stories, cultivating a customer-centric community, rewarding advocacy, and utilising user-generated content. The strength of customer advocacy rests in its capacity to start a positive feedback loop for growth. Long-term success of the business is influenced by happy consumers who become brand ambassadors and draw in new clients. Investing in customer advocacy is not just about increasing sales; it is also about creating a community of ardent advocates who are eager to spread the brand's vision to the globe. Businesses can maximise the potential of their delighted customers and turn them into priceless brand ambassadors by comprehending the impact of word-of-mouth marketing and carefully cultivating customer advocacy.