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12 Proven Methods to Turn Customers Into Loyal Brand Advocates

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Join CPC Strategy & Eliza Fisher, Marketing Strategist of Social Annex, as she dives into 12 proven strategies to turn customers into loyal brand advocates.

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12 Proven Methods to Turn Customers Into Loyal Brand Advocates

  1. 1. 12 Proven Methods to Turn Customers Into Loyal Brand Advocates
  2. 2. EVENT LOGISTICS 45Min Presentation | 15Min Q&A SESSION IS BEING RECORDED & SENT OUT HAVE A QUESTION? SUBMIT IN CHAT BOX MORE RESOURCES IN ‘HANDOUTS’ SECTION
  3. 3. Event Speakers Eliza Fisher Marketing Strategist and Editor SocialAnnex Nick Cotter Demand Generation Manager CPC Strategy
  4. 4. 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
  5. 5. • 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
  6. 6. 12 Proven Methods to Turn Customers into Loyal Brand Advocates
  7. 7. Agenda: 1. A little bit about us 2. Who are advocates? 3. 12 ways to turn shoppers into advocates 4. Questions
  8. 8. Who are advocates, and why do you need them?
  9. 9. "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…
  10. 10. 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
  11. 11. 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
  12. 12. Advocates Are Already Talking About You—Are You Part of the Conversation?
  13. 13. So, how do you turn your shoppers into advocates?
  14. 14. empowerment authenticity word of mouth honesty excitement trust feedback sustainable engagement support reliability credibility positive experiences referrals fans organic enthusiasm recommendations contribution Advocacy encompasses the whole customer journey…
  15. 15. 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.
  16. 16. The Receipt Data Aggregator Get customers to happily share retailer data with you
  17. 17. The Social Advocacy Manager
  18. 18. Give discount when friend makes a purchase 2. Offer a Referral Program
  19. 19. 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
  20. 20. Give discount when friend makes a purchase 3. Ask for Feedback
  21. 21. 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
  22. 22. 4. Educate and Inform Your Audience
  23. 23. 4. Educate and Inform Your Audience
  24. 24. Give discount when friend makes a purchase Educate and Inform: Questions + Answers4. Educate and Inform Your Audience: Questions + Answers
  25. 25. Give discount when friend makes a purchase Educate and Inform: Questions + Answers5. Be a Window, Not a Door
  26. 26. Give discount when friend makes a purchase Educate and Inform: Questions + Answers5. Be a Window, Not a Door
  27. 27. Give discount when friend makes a purchase Educate and Inform: Questions + Answers5. Be a Window, Not a Door
  28. 28. Give discount when friend makes a purchase 6. Work for a Cause
  29. 29. Give discount when friend makes a purchase 6. Work for a Cause
  30. 30. Give discount when friend makes a purchase 6. Work for a Cause
  31. 31. Give discount when friend makes a purchase 14 Million Pledges Made So Far
  32. 32. Give discount when friend makes a purchase 7. Create a Sense of Community + Collaboration
  33. 33. Give discount when friend makes a purchase 7. Create a Sense of Community + Collaboration
  34. 34. 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
  35. 35. Give discount when friend makes a purchase 8. Put the Spotlight on Customers & Employees
  36. 36. Give discount when friend makes a purchase 9. Make the Most of Your Data: Unified Profiles Santa Monica Store: 3 Purchases eCommerce Site: 4 Purchases Clicked Marketing Email: 15 Times Price Sensitive? No Purchases: 2 iPhone 6 cables, 3 iPhone 7 cables, 1 iPhone 6 case
  37. 37. Give discount when friend makes a purchase 9. Make the Most of Your Data: RFM Data
  38. 38. 9. Make the Most of Your Data: User Segmentation
  39. 39. Give discount when friend makes a purchase 10. Tailor Your Content
  40. 40. 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.)
  41. 41. 10. Tailor Your Content Reviews/UGC from 1st and 2nd connections Reviews/UGC from people like me Use of existing social identitie
  42. 42. Give discount when friend makes a purchase 11. Make Shipping and Returns Easy
  43. 43. Give discount when friend makes a purchase 12. Tie Advocacy to Loyalty
  44. 44. 12% increase in RPR AOV for loyalty members is 13% higher Reward redemption rate is 3x industry average 12. Tie Advocacy to Loyalty
  45. 45. Other Advocate Loyalty Programs Jewelry client: 10% lift in RPR Cosmetics client: AOV for loyalty members is 38% higher and purchase frequency is 6% Clothing client: Review submissions have increased 1000% and for every $1 of loyalty 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
  46. 46. Questions? Eliza Fisher efisher@socialannex.com

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