12 proven methods to turn customers into loyal brand advocates
TRANSCRIPT
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
Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door
Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door
Give discount when friend makes a purchase
Educate and Inform: Questions + Answers5. Be a Window, Not a Door
Give discount when friend makes a purchase
6. Work for a Cause
Give discount when friend makes a purchase
6. Work for a Cause
Give discount when friend makes a purchase
6. Work for a Cause
Give discount when friend makes a purchase
14 Million Pledges Made So Far
Give discount when friend makes a purchase
7. Create a Sense of Community + Collaboration
Give discount when friend makes a purchase
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
Give discount when friend makes a purchase
8. Put the Spotlight on Customers & Employees
Give discount when friend makes a purchase
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
Give discount when friend makes a purchase
9. Make the Most of Your Data: RFM Data
9. Make the Most of Your Data: User Segmentation
Give discount when friend makes a purchase
10. Tailor Your Content
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.)
10. Tailor Your Content
Reviews/UGC from 1st and 2nd connections
Reviews/UGC from people like me
Use of existing social identities
Give discount when friend makes a purchase
11. Make Shipping and Returns Easy
Give discount when friend makes a purchase
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