Why customer storytelling is critical to your marketing mix

Customer advocacy, often known as phrase of mouth marketing, is one among, if not the, strongest marketing instruments manufacturers have in the present day. Why? Because shoppers belief third-party opinions, endorsements, and proposals from actual individuals excess of ‘chilly’ marketing or promoting messages. 
In reality, analysis suggests a 12 % improve in advocacy (executed properly) can symbolize up to a 200 % improve in income. Customer advocates are additionally 50 % extra probably to affect a buying choice and two instances extra probably to generate gross sales than paid promoting. Meanwhile 92 % of B2B consumers are extra probably to buy after studying a trusted assessment.
That’s why one of the critical elements of the B2B marketing mix is having in place a sturdy and scalable customer advocacy program. Having your prospects clarify how they’re utilizing your product to clear up their downside in a transparent, genuine means is key to marketing and promoting your B2B answer.
Customer advocacy too usually leads to the ‘too laborious basket’
Despite the advantages of customer storytelling, 80 % of firms don’t leverage advocates of their inbound marketing and 58 % of firms don’t even know who the model advocates are. 
So why is this the case? From our expertise, we’ve all too usually seen firms place customer advocacy within the ‘too laborious basket’. Approaching prospects and getting their buy-in turns into manually intensive, producing the content material internally turns into laborious and time intensive. Then amplifying the content material throughout the proper paid and natural channels turns right into a logistical nightmare.
Suddenly, merely working an advert simply appears a lot ‘simpler’ compared. You set it up, automate, growth. But what occurs whenever you flip off these advertisements? Your marketing stops.
Meanwhile, the price of digital promoting is rising 5 instances quicker than inflation, despite the fact that 30 % of all web customers at the moment are utilizing advert blockers, and amongst each Millennials and Gen Xers, there is a constant rise in advert blindness.
Customer tales nonetheless, when executed proper, are the ‘presents that carry on giving.’ They stay on your web site, PR, social and marketing channels, on your gross sales slides and on associate websites, for months, if not years to come.
That’s why they’re known as marketing ‘property’. You get sustained ROI from them over time. And that’s why we’re so enthusiastic about driving, scaling and amplifying customer advocacy content material and marketing methods at AZK Media.
As the well-known RockstarCX James Dodkins says, “discover these natural tales, the tales that prospects share themselves on-line, not those they’ve been ‘coerced’ to inform. If you’re going to be placing techniques in place to discover these genuine tales, then actually make a giant deal of them, share them!”
How to streamline and scale customer advocacy
First of all, your C-Suite wants to perceive and worth the enterprise and industrial advantages of customer storytelling and advocacy. This wants to be cemented from the highest and trickle itself down.
Next, make use of a devoted inside customer advocacy supervisor who is seasoned and might orchestrate a scalable and sustainable program that may be built-in with demand era and inbound marketing, plus aligned with gross sales technique.
Thirdly, put money into a seasoned media and marketing associate who understands strategic customer advocacy marketing. A specialist associate will help streamline inside technique, scale inside efforts and produce the proper content material streams, equivalent to webinars, occasions, movies, use instances, gross sales slides and media campaigns. These can then be built-in right into a holistic inbound marketing campaign aligned with gross sales KPIs.
The future is customer-centric
There’s ample proof to present shoppers belief advertisements much less and wish extra personalised experiences. By placing the customer entrance and centre of your marketing efforts, you showcase how a lot you worth the customer expertise. At the identical time, your customer champions get further marketing and media publicity, which in flip, helps them take pleasure in an expertise past the services or products you present to them. It all begins with a mindset shift. Are you prepared?


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