Today we sit down with our own Tyler Echevarria, Account Manager here at Amplifinity. He works directly with our clients and has the inside scoop on what motivates people to spread the word about brands they love. We have a few questions for him that should help us better understand brand advocates.
Q: First of all, what is your role in the process of brand advocacy?
A: As an Account Manager, I provide our clients with the tools and knowledge to help them better leverage their brand advocates. I also aid the clients in making changes to improve their advocacy programs.
Q: What motivates an advocate?
A: Strong incentives and an easy to navigate process flow. A strong incentive will encourage users to come back and make more referrals as friends become in market for that particular product or service. If the process to make referrals is too complicated or convoluted they won’t come back after making their first referral; or even worse, they will quit before making that first referral.
A: Amplifinity can support using any type of incentive. Our clients will know their customers better than we will, so they generally know what works best for them. Amplifinity has used checks, gift cards, free service, and bill credits.
A: Absolutely. It is an Amplifinity best practice that our customers build their advocacy programs with a long term view. Advocates know their friends and family best. This means they know when they are in market. If you run the advocacy program as a short campaign, customers may not have friends that are ready to purchase that product. If the program were run with a long-term view, the advocate would be able to come back at the right time to make that referral.
A: Customer service is extremely important to brand advocacy. You can have the greatest product on the market but if customers come to expect poor customer service they will abandon the product. People do not want to refer their friends and family to a product or service that is going to treat them poorly.
A: Yes, our best clients will make changes over time to keep the program(s) fresh in order to drive advocates back to the program. Two examples of ways to update the program are to change the incentive structure and the creative. Clients have implemented special tiered rewards for holiday promotions to drive extra traffic. Updating creative to match the current marketing campaign keeps the look and feel fresh in the consumers mind.
Q: Do you have any other advice for companies wishing to improve brand advocacy?
A: Give every customer the opportunity to be an advocate. Do not limit who can and cannot be part of the program. Do not exclude people who may only generate one lead. Instead of only inviting those who will make many referrals, give them access to a special program with different incentives.
Lots of great insight from Tyler. If you have any questions that weren’t answered in our session, feel free to check out our website or send a message to email@example.com.