With numbers like these, it’s clear that your customers are the “hero” of your marketing. Their good opinion of you on social media, review sites, and your own website is a serious superpower. Why?
Because when it comes to making a major purchase, the opinions of our peers matter to us. A lot.
Far more impactful than the marketing messages we get from companies that want our business are the reviews we get from our peers. The good news is, you can leverage this preference through Customer Advocacy.

Leverage your customers’ superpowers for good

Customer advocacy means making your customers the hero of your marketing. You want to help them tell the story of how they faced a challenge and – with your help and some great technology solutions – overcame it to achieve great success.
By putting your customers’ triumphant experiences with you front-and-center, you not only promote your company, you also spread their name and success and help them promote their business to their customers.
Credibility is key. When your customer is willing to put their good name on a recommendation for you, that’s powerful marketing.

Empower the Evidence

This awesome win/win of customer advocacy comes in many forms, including…
  • Testimonials and references
  • Case studies and white papers
  • Joint speaking opportunities
  • Press coverage and other earned media
Clearly, getting customers to share the good experience they had with you can really boost your credibility. You’re already familiar with how to collect and leverage customer references. Now let’s take a look at how you can utilize case studies to share your customers’ success stories.

You can’t have too many case studies – they’re that powerful. Case studies are more formal, standalone documents that live on your website and have four main components:
  • Description of your client company
  • The challenges they faced
  • Your solution
  • The results and business impact
Creating a great case study doesn’t have to be a heroic undertaking, but considering how valuable they are, you want to make sure you do it right. Check out several on websites you frequent until you find a format that fits your content and goals. Be sure you have a process in place at your company to source these case studies so you don’t miss out on any great opportunities!
Because you can give more detail in case studies than in a shorter format like a testimonial, case studies help you focus on your desired target market. If you’re interested in a vertical like CPAs, serve up a case study from a CPA. Now instead of you saying, “Hey, I’m good with CPA issues!” you have your caped customer saying it for you. It’s a powerful way to convince prospects that you understand their industry and have a good track record solving the problems they commonly face.

Fire up the bat signal

Finally, place all this terrific customer advocacy where prospects can find it easily. After all, what good is a hero that no one can find?
Once you have those great case studies, post them on your website and be sure they’re easy to locate in your navigation. Spread the word through social channels, write a blog around the story, do a video interview with the customer and post it to your YouTube channel and Facebook page.
Customer advocacy is, ultimately, marketing, and as with all your marketing, you’ll need to devote some resources to doing it and doing it right. But the potential positive impact on your business and that of the customers you partner with can make all the effort worthwhile.