Inspire customers to be brand advocates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 29, 2020, 11:37 AM GMT+0

Brand advocates are two to three times more effective than non-advocates when persuading others to make a purchase.

Businesses should prioritise existing customers over new customers as resturn consumers spend 33% more per order than new ones. Additionally, 77% of return customers are more likely to recommend the brand to their friends and family.

As most customers trust personal recommendations over paid advertising, companies should direct their marketing efforts towards turning happy consumers into brand advocates. Conducting on-site surveys, enabling social listening and interacting with repeat customers can help brands understand what drives advocacy.

Companies should also develop a memorable onboarding experience, as most customers are likely to stick longer with a product if the onboarding process educates them to make the best use of the product. Offering an enhanced loyalty program and rewards for referrals can further help businesses boost brand advocacy.

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