Why Customer Advocacy is Crucial

7 min readJun 20, 2024

Understanding why customer advocacy is crucial can significantly enhance your marketing strategies and drive sustainable business growth.

Introduction

Customer advocacy refers to the phenomenon where satisfied customers actively promote and support a company’s products or services, typically through word-of-mouth, social media, and online reviews. In today’s competitive business landscape, the growing importance of customer advocacy lies in its ability to significantly enhance brand credibility and reach. Strong customer advocates not only increase trust and brand loyalty but also boost the company’s reputation, leading to higher customer retention and new customer acquisition.

Consider this: on a weekly, or even daily basis, you probably mention several companies, both positively and negatively. Personally, I often recommend various market research companies to peers for their valuable insights, effectively making myself a customer advocate for those brands.

In this article, we will explore the concept of customer advocacy and how your brand, along with your marketing, sales, and customer success teams, can effectively cultivate and leverage customer advocates.

The Role of Customer Advocacy in Modern Marketing

Influence on Brand Perception

Customer advocates influence public perception of a brand through their testimonials, reviews, and social media posts, which authentically reflect their positive experiences and satisfaction, thereby enhancing credibility and trust among potential customers. These advocates serve as influential ambassadors who amplify the brand’s reputation and attract new customers through their genuine endorsements and recommendations.

Trust and Credibility

Endorsements from genuine customers carry greater credibility with potential buyers compared to traditional advertising, as they reflect real experiences and recommendations. This trustworthiness often translates into higher conversion rates as consumers are more inclined to make purchasing decisions based on authentic peer recommendations.

Amplifying Reach

Customer advocacy extends the reach of marketing campaigns by leveraging organic sharing and word-of-mouth recommendations, which reach wider audiences through trusted social circles and online communities. This organic amplification not only enhances brand visibility but also fosters authentic engagement and interest among potential customers.

Strategies for Cultivating Customer Advocates

Engaging Content

In cultivating customer advocates within a SaaS company, engaging content is essential to encourage users to share their positive experiences. Content such as user-generated reviews, case studies showcasing customer success, and behind-the-scenes looks at product development resonate with customers. These content types inspire them to advocate for the brand by sharing their authentic interactions and experiences, thus fostering a community of loyal advocates who amplify the brand’s reach and credibility. One great example of engaging content for potential users is Recorded Future’s case study, “Building and Operationalising an Empowered CTI Team.”

“Building and Operationalizing an Empowered CTI Team” is an excellent example of engaging content for a SaaS company because it provides a detailed, real-world success story that showcases the practical application and benefits of a Cyber Threat Intelligence program. By featuring in-depth interviews and personal insights from experts at Canva, the case study not only highlights the value of the product but also encourages other customers to share their own experiences and successes, fostering a community of advocates.

Community Building

Building a strong community around the brand through social media groups, forums, and events is crucial for fostering customer advocacy. These platforms provide spaces where advocates can connect, share their enthusiasm, and exchange valuable insights, strengthening their loyalty and sense of belonging. By actively engaging with this community, brands can deepen relationships, gain real-time feedback, and amplify their reach through organic, passionate promotion from their most dedicated customers.

A prime example of a strong community building event is CrowdStrike’s Fal.Con, as it brings together some of the greatest minds in the industry, fostering connections and sharing enthusiasm among customers, partners, and the entire CrowdStrike ecosphere. This event not only offers inspiring keynotes, workshops, and demos but also emphasizes the importance of community, celebrating the expertise, passion, and dedication of its members to create a safer future in cybersecurity.

Reward Programs

Reward programs, referral incentives, and exclusive access are highly effective methods for motivating customers to become advocates for a SaaS company. These strategies not only incentivize customers to share their positive experiences but also make them feel valued and appreciated, deepening their loyalty to the brand. By offering tangible benefits, such as discounts, special features, or early access to new products, companies can encourage enthusiastic word-of-mouth promotion and foster a community of dedicated advocates.

For example, as a heavy Adobe Suite and HubSpot user, I enjoy receiving access to beta programs and initiatives before they reach the general public is an excellent reward program method. This process includes testing new systems and providing feedback to the respective product teams on bugs or features I like or would like rework, making me feel valued and engaged, encouraging me to share my positive experiences and advocate for the products.

Leveraging Customer Advocacy in Marketing Campaigns

Case Studies and Testimonials

Customer case studies and testimonials are highly impactful forms of engaging content that can significantly build trust with potential customers. However, they should not be merely added to a website and left. These assets represent valuable opportunities that demand strategic distribution across multiple platforms and channels to optimize their influence and broaden their reach.

Here are ways customer case studies and testimonials can be effectively used in marketing and sales:

Social Proof: Share on social media platforms to build credibility and trust among followers.
Email Marketing: Incorporate as compelling stories to nurture leads and highlight success stories.
Website/ Content Showcase: Feature prominently on the website or within your CMS to reinforce brand credibility and attract new visitors.
Sales Collateral: Use in sales presentations to provide real-world examples of customer satisfaction and success.

Social Proof

Social proof, exemplified by organic engagement such as customers actively sharing success stories and interacting with content on platforms like LinkedIn, is crucial for enhancing credibility and attracting new customers. For example, businesses often witness their customer base organically engaging with content, offering testimonials, and celebrating achievements. This authentic interaction not only validates the brand’s reputation but also expands its influence as satisfied customers voluntarily advocate for the company’s offerings.

Examples of organic engagement on platforms like LinkedIn include:

Customers posting about their positive experiences with the company’s products, services or insights | Example: Louis Zhichao Zhang, Third Party Security Manager for AIA Australia sharing his EY’s insights, How should Asia-Pacific insurers prioritize their cybersecurity spend?
Sharing case studies or success stories where the company’s solutions made a significant impact. | Example: Users like “ok_smellyalater” and jebbyjazzed” sharing how Crowdstrike has significantly benefited their operations with real testimony examples on Reddit
Participating in discussions and forums related to the industry, highlighting the brand’s expertise and value. | Example: Due to positive customer advocacy, companies such as Crowdstrike, Red Canary, and Cloudflare all benefited from organic recommendations in a Reddit industry thread, What vendors are actually good?

Influencer Partnerships

Collaborating with micro-influencers, customer advocates, and industry thought leaders presents a compelling opportunity to authentically co-create content and promote products. Leveraging their trusted voices and engaged audiences allows businesses to effectively reach targeted demographics and build genuine connections that go beyond conventional advertising. This approach not only boosts brand visibility but also establishes credibility through authentic endorsements and recommendations from relatable influencers and respected figures within the industry.

Conclusion

Customer advocacy is not just a supportive element but a cornerstone of marketing success, significantly enhancing brand credibility and fostering sustainable growth. It’s essential for businesses to invest in nurturing these relationships, turning satisfied customers into passionate advocates who naturally amplify the brand’s reach through genuine testimonials and compelling case studies. By strategically leveraging customer advocacy, companies not only build trust and attract new customers but also solidify their market position as leaders in their industry. This approach not only enhances visibility but also establishes a foundation of authenticity and credibility that resonates with today’s discerning consumers, ultimately driving long-term business expansion and success.

About the Author

Nicole Bean has spent the last nine years passionately building consumer-worthy brands through innovative marketing and design tactics. With a BAS in Business Management and Graphic Design Management, she combines her background in psychology and data analytics to develop strategies that resonate deeply with audiences.

Nicole’s career spans a diverse array of industries, including online media, life sciences, sports, hospitality, nightlife, biotech, startups and more. Her versatility and keen understanding of consumer market dynamics have allowed her to successfully create impactful campaigns and strategies across these fields.

An avid learner, Nicole holds numerous certifications from HubSpot, Aha!, Microsoft and LinkedIn. Through continuous learning and expanding her knowledge in the fluid world of marketing, branding, and design, Nicole is equipped to deliver consistently innovative strategies and insights, underscoring her commitment to remaining at the forefront of the evolving marketing landscape.

In her free time, Nicole enjoys the tranquility of her family farm, especially herding cattle, and the challenge of a good round of golf. She loves relaxing with her husband, two dogs, and two cats, and is always eager to explore new destinations.

Connect with Nicole on LinkedIn or read her latest insights on Medium.