12 Proven Methods to Turn Customers Into Loyal Brand Advocates

12 Proven Methods to Turn Customers Into Loyal Brand Advocates

EVENT LOGISTICS

45Min Presentation | 15Min Q&A

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Event Speakers

Eliza FisherMarketing Strategist and Editor

SocialAnnex

Nick CotterDemand Generation Manager

CPC Strategy

OVERVIEW

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

• Refer a Friend• Share and Save• Post Purchase Sharing• Trackable Buttons

• Social Login• Single Sign On• Registration as a Service

• Ratings and Reviews• Questions and Answers

• Shoppic.me Instagram Shopping• Visual Commerce Communities• Editorial Displays

12 Proven Methods to Turn Customers into Loyal Brand

Advocates

Agenda:

1. A little bit about us

2. Who are advocates?

3. 12 ways to turn shoppers into advocates

4. Questions

Who are advocates, and why do you need them?

"Someone who needs no incentive to tell others great things about you."-

David Berkowitz, 360i

"A person who not only buys from the brand but will act to protect, promote, and help it."- Augie Ray, Forrester

"A volunteer marketer." - Jay Baer, Convince & Convert

Maybe not even necessarily a customer!

An advocate is…

Advocate Marketing Works

92% of consumers trust brand advocates

Word-of-mouth (WoM) is behind 20-50% of all purchasing decisions

Marketing-induced consumer WoM generates 2x the sales of paid advertising

Offers shared by advocates convert at a 4-10x higher rate than offers shared by businesses

People Want To Be Advocates!

25% of people choose to engage with a company because they want to join its community of fans

73% of millennials feel it's their responsibility to help friends make smart purchase decisions

Advocates recommend businesses because of good experiences (50%) and a desire to help others (37%), rather than to receive freebies (1%)

70% of Instagram users consent to brands using their photos when asked

Advocates Are Already Talking About You—Are You Part of the Conversation?

So, how do you turn your shoppers into advocates?

empowerment

authenticityword of mouth

honesty

excitement

trust

feedbacksustainable engagement

support

reliability

credibility

positive experiencesreferrals

fans

organic enthusiasm

recommendations

contribution

Advocacy encompasses the whole customer

journey…

1. Create a Direct Line of Communication

Where are your devoted customers? For some companies it’s on Facebook, for others it’s Instagram, still others the blog, and others their loyalty program…

76% of US shoppers think that loyalty programs are part of their relationships with businesses.

85% of loyalty program members never hear a single word from their loyalty programs after the day they sign up.

The Receipt Data Aggregator

Get customers to happily share retailer data with you

The Social Advocacy Manager

Give discount when friend makes a purchase2. Offer a Referral Program

Referral Client Numbers

Grocery client: 220k email addresses in 1 year, 28% conversion among referred shoppers

Apparel manufacturer: 15% conversion rate for referred friends

Apparel client: 46% of sharers make a purchase

Décor retailer: 12% Share and Save conversion

Novelty retailer: Over 18k shares in a year, 26% Share and Save conversion

Give discount when friend makes a purchase3. Ask for Feedback

3. Ask for Feedback

UGC can increase site revenue by up to 18%

70% of shoppers trust reviews over professional marketing content

71% say reviews are important to the buying process

4. Educate and Inform Your Audience

4. Educate and Inform Your Audience

Give discount when friend makes a purchase

Educate and Inform: Questions + Answers4. Educate and Inform Your Audience: Questions + Answers


Educate and Inform: Questions + Answers5. Be a Window, Not a Door






6. Work for a Cause


6. Work for a Cause


6. Work for a Cause


14 Million Pledges Made So Far


7. Create a Sense of Community + Collaboration


7. Create a Sense of Community + Collaboration

7. Community and Collaboration: Visual Commerce

Visual Commerce increases conversion rates by 5-7%

Melissa & Doug: 123% ROI in just 5 months, 89% conversion rate among users

Athletic apparel client: Sees $10 of revenue per photo


8. Put the Spotlight on Customers & Employees


9. Make the Most of Your Data: Unified Profiles

Santa Monica Store: 3 PurchaseseCommerce Site: 4 Purchases

Clicked Marketing Email: 15 Times Price Sensitive? No Purchases: 2 iPhone 6 cables, 3 iPhone 7 cables, 1 iPhone 6 case


9. Make the Most of Your Data: RFM Data

9. Make the Most of Your Data: User Segmentation


10. Tailor Your Content


Make UGC and other content relevant to specific shoppers through various social sorting mechanisms:

Social Login

Questions

Tags

Geographic location

Specific concerns (expertise level for sporting goods, age for skincare and health, type of work for computers and tools, etc.)


Reviews/UGC from 1st and 2nd connections

Reviews/UGC from people like me

Use of existing social identities


11. Make Shipping and Returns Easy


12. Tie Advocacy to Loyalty

12% increase in RPR

AOV for loyalty members is 13% higher

Reward redemption rate is 3x industry average

12. Tie Advocacy to Loyalty

Other Advocate Loyalty Programs

Jewelry client: 10% lift in RPR

Cosmetics client: AOV for loyalty members is 38% higher and purchase frequency is 6% higher

Clothing client: Review submissions have increased 1000% and for every $1 of loyalty points awarded for referrals the client earns $219 in sales

Switching from traditional loyalty to advocate loyalty: Increase loyalty revenue by 300% or more in year or less

Questions?Eliza Fisher

[email protected]