Helping brands earn fans
Customer Marketing | Employee Engagement
Posted by: Nick Venturella
Whether you're a musician, new startup or an established enterprise, you have customers who are responsible for your endeavor's income.
Those customers are your best sales and marketing team as well as your best source of income growth. But only if you provide them opportunities to benefit from a relationship with you.
Like engaging employees to cultivate internal brand ambassadors and the kind of company culture you want, when you build a similar relationship with your customers you can expect similar results.
However, in both cases you have to be human in your interactions -- these are people you're dealing with, not just numbers on a spreadsheet or assets. That means you have to have good emotional intelligence and provide value to get value.
This is not the time to ask your best customers for favors. Present them opportunities that appeal to their ability to achieve their own personal and professional success. Opportunities that also help your organization -- a true, transparent, win-win.
This can be done at scale with various advocate marketing platforms (Influitive for enterprise level businesses, VIP Crowd for SMBs). These kinds of platforms help you continuously stay engaged with your customers and help them want to stay engaged with you.
You might think of it a bit like a dedicated social network for your customers -- a place to consistently provide your customers content and activities that are relevant to their role as they use your products or services. Because the experience is individualized, by engaging, customers gain relevant industry education, opportunities to network with professional peers and get recognition for their successes while having all sorts of opportunities to provide their unique feedback on (and therefore, have some level of ownership in) the next iteration of your product or service.
There is gamification involved, which is fun and initially sparks action from your customers to engage, but I've found that they stick around because there are more intrinsic values that resonate with the customers once they've started to engage. Those intrinsic values are presented by opportunities that appeal to the customer first, and your company second.
What advocate marketing platforms really come down to is building a reciprocal, healthy relationship with your customers. One that is a win-win, benefiting both parties. You know, like a partnership.
This kind of partnership, is what will extend the lifetime value of your customers. Instead of only having customers that buy one time and leave in a year, you can help keep those customers for several years and even have them interested in add-on purchases from you (this is where current customer growth can happen at scale). However, these things have to be cultivated over time, and you have to remember you're dealing with humans, not assets or numbers. That means you have to want to build real, meaningful, professional relationships.
What's really interesting about this concept to me is that it can be applied to just about any business, and you don't have to have an advocate marketing platform to accomplish some level of this.
Even though I'm a marketer, I'm also, and always have been, a working musician, as such, I keep in touch with those who follow my writings and music -- fans (my customers) -- regularly. Primarily, I do this through an email newsletter that provides exclusive content to my readers that I don't publish elsewhere online.
I try to pack valuable pieces of information in those newsletters that can be useful to the individual humans (fans) who subscribe and consume it. The result is that over time we get to build a relationship and a rapport of sorts. Through opportunities for feedback I learn about my fans' preferences and their ideas for songs or additional products I create, and I take that feedback seriously and implement as much of it as I can to continue to provide my fans (customers) what they've shared they want and need.
The ultimate result, is having customers who have been cultivated over time to become your advocate because you've developed a relationship with them. They trust and believe in you, your business, product or service. Plus, you become their advocate for similar reasons, and thus, genuinely want to see their success because you care about them.
Posted by: Nick Venturella
Did you know your customers can help you fix just about any business challenge you have?
Yup, it's true.
Along the journey of engaging your customers, if done well with the customers' interests in mind first and foremost above your own, the customer can and will help you solve most of your business issues.
Things you may not be thinking of related to the above stats are that not only are your current customers likely buying more from you over time, but if they love you, they’re referring others to you, and helping you to close new business as a genuine and credible reference customer.
If ever there was a silver bullet business growth strategy, it’s your current customers.
Are you a new business? Then hustle to get your first few customers and engage the heck out of them. Help them be successful in their business even if it seems a bit beyond the scope of what your products/services are designed to do.
Business is done by people. Be genuine, care about your company, your employees, your customers and their employees. Everyone needs to make a living to support themselves and their families – to live their lives in meaningful ways. If you put forth the effort, I can guarantee you that commercial karma will come back to you in spades.
What are you doing to engage your customers to be wildly successful with your products/services?