Are you leveraging your highly-satisfied customers (AKA “Brand Advocates”) to generate product reviews, videos, testimonials, and more? If not, you’re missing a major content marketing opportunity.
Content created by Advocates is highly trusted and influential. According to Nielsen, 92% of consumers trust peer recommendations. Only 53% trust content that you create and post on your website.
Here are five ways to turn your Advocates into a powerful content marketing engine:
Identify your Advocates. Ask your customers the “Ultimate Question” for loyalty: “On a scale of 0-10, how likely are you to recommend our company or product to your friends?” Customers who respond 9 or 10 are Advocates.
Encourage Advocates to rate and review your products. Seventy percent of consumers trust online reviews, Nielsen says. And 67% of consumers don’t buy after reading only one to three negative reviews, according to Lightspeed Research. Make it easy for Advocates to create online reviews by giving them review applications.
Enable Advocates to create stories about their experiences with your company or products. Ask them to tell you about their “Kodak moment.” Stories bring your brand promise to life in a very authentic way. Here’s an example of a story created by an Advocate of Rubio’s Restaurants, a California-based... Read more