How to Identify Customer Advocates


We all know advocacy marketing is important. Advocacy marketing should rank right up there in your B2B marketing mix next to email, SEO, and social media marketing.

One of the first challenges B2B marketers face when developing their advocate marketing programs is identifying who their customer advocates actually are. If your company has developed a product with customer experience top of mind, then turning customers into advocates is much easier. However, even with the best products, some customers are more likely to advocate for your brand.

So, how do you determine which of your customers are likely to become your biggest brand advocates?

5 Characteristics of Customer Advocates

There’s no silver bullet for determining who your best customer advocates will be, but this list should point you in the general direction. The more of these characteristics you can check off the list for your customers, the more likely they are to be your greatest advocates.

  1. They’re not afraid to dish out compliments.
    Customer advocates aren’t afraid to say the “L” word. They LOVE your company, and they love to tell people about your company.
  2. They’ve already offered you a helping hand.
    This one is obvious, but customers who are advocates have already helped you out with case studies, reference calls, referrals, product reviews, etc.
  3. They’re active on social media.
    Social media sites like Facebook, Twitter, and LinkedIn provide B2B brand advocates great platforms to spread the word about the products they love.
  4. They value their personal brand and enjoy being thought leaders in their industries.
    Today, buyers tend to trust people over companies. Customer advocates who value their personal brand have spent time building trust and developing authenticity with their followers.
  5. They’re new customers.
    Freshly out of your on-boarding training, your new customers are excited, optimistic, and you are top of mind. There’s no better time to turn a customer into an advocate.

Your customer advocates are out there and, at VIP Crowd, we’re good at picking them out of a crowd and mobilizing them to advocate for your brand even more.

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