How to Nurture Loyal Customer Advocates

What do Costco, Spanx, and Krispy Kreme have in common? They don’t advertise. Neither does Sriracha nor Trader Joe’s. These brands save a significant amount of money on advertising programs because their customer advocates tout the quality of their products all on their own.

Businesses thrive from star ratings and reviews. Customers trust their peers more than ads, according to a 2017 Consumer Content Report from Stackla. About 60 percent of U.S. adults trust recommendations from family and friends. Consequently, only 42 percent trust brands when it comes time to make purchasing decisions.

But, what if you don’t sell mouth-watering products like custard-filled donuts that make heroes out of whoever brings them to the office? How do you get people to speak favorably about your brand? Aside from selling high-quality products while providing unbeatable customer service, here are three tactics to try.

1. Display testimonials from your customer advocates

Certain themes boast a testimonials feature to showcase customer satisfaction right on your site. You can filter through themes to find ones that contain this feature under the Feature tab by clicking Show all.

Ask satisfied customers or clients for permission to display their names, images, occupations, and locations. For maximum impact, ask them to share the following information:

  • Their situation and why they used your products or services
  • Any of your direct competitors that they considered, and why they decided that you were the best option
  • How your product or service specifically solved their problem
  • Any additional benefits they noticed from using your products or services
  • A call to action encouraging others to try your products or services as well

2. Create useful content that’s easy to share

One surefire way to get people talking about your brand is by giving them something to talk about. You can do this by writing consistent, quality content that’s relevant to your audience. Get them involved in the process by requesting questions that you can answer through blog and social media posts.

To increase your exposure, use the social media buttons that are built into most themes. You can add them manually by using the social icons widget.

3. Offer incentives

Everyone loves free samples. Turn shoppers into customer advocates by offering them (and anyone they refer) a discount or giveaway. ReferralCandy‘s widgets and email templates make this possible. Add the referral widget to your site to present visitors with popups that incentivize them to tell their friends about your brand in exchange for a reward.

Another way to drive word of mouth referrals is through social media contests and giveaways. PracticalEcommerce recommends using platforms like Rafflecopter, Wishpond, or Woobox to help run your social contests.

Invest in your customers

Encouraging customers to spread the word about your brand does take time, energy, and investment up front; however, it can result in perfecting your product and customer experiences. These resources can go a lot further than ads, and will save you money in the long run.

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Ky Trang Ho

I'm a business and financial writer, content marketer, PR consultant, and author of "Humans of Shark Tank." ( My work has appeared in FA Mag,, Institutional Investors,, Investor's Business Daily, Guru Focus, Plan Sponsor, Seeking Alpha, The Street, ThinkAdvisor, WordPress, etc. I have been quoted in, Thrive Global, and many blogs. See what a communications Jedi Master can do for your business. I will build your brand as a thought leader and influencer. I produce articles, presentations and much more. Count on me for press releases, content marketing, WordPress website development, social media marketing, copywriting and SEO. I have journalism experience in print, TV, radio and online. Past clients: 1. Aberdeen Asset Management 2. Advisys 3. Endowment Wealth Management 4. Focused Wealth Management 5. Pristine Advisors 6. 7. TradeLog Software 8. 9. 10. And many others. Ky Trang Ho website: Ky Trang Ho book, “Humans of Shark Tank”: Ky Trang Ho WordPress business articles: Ky Trang Ho portfolio: Ky Trang Ho Medium blog: Ky Trang Ho Online business card: Skills: - Excellent verbal and written communication skills: Able to translate complex topics and financial jargon into plain English that appeals to experts yet engages novices with strong knowledge of English language, grammar, spelling, punctuation and Associated Press (AP) style - Experienced in covering SEC filings, earnings releases, economics, breaking news - Experienced in content editing and copy editing - Boosting Website traffic and SEO (search engine optimization) ranking on key terms - Proficiency in Microsoft Word, Excel and PowerPoint. - Proficiency in Wordpress content management system (CMS), Google Analytics, Web development with HTML and CSS - Increasing Website traffic using social media such as Facebook, LinkedIn, Twitter and Google+. - Experienced in managing projects and teams working on deadlines - Experienced in managing and mentoring interns Location: Los Angeles, CA Education: BA, UC Berkeley MA, The Ohio State University Work history: Key Financial Media, LLC (2014 - present)

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