10 Ways Your Customers Can Promote Your Business For You
Customer advocacy can build more trust than almost any other form of marketing and in many cases it’s entirely free. This post explores some of the different ways in which customers can be turned into advocates, and what you can do to prompt them in the right direction
Word of mouth
One of the most popular ways in which customers are likely to promote your business is through word of mouth. This may include recommending you to friends and family, or other business owners if you are a B2B company. How do you encourage this type of advocacy? By going above and beyond to make customers happy and by taking the time to get to know your customers. Loyal customers and customers who you are on a first name basis with are most likely to recommend your business through word of mouth due to the great amount of respect they have for you.
Online reviews
Many of us check customer reviews on online platforms like Google, Amazon, Tripadvisor and Trustpilot to determine whether a company is reputable. It’s possible to encourage happy customers to leave positive reviews using post-purchase emails or simply by asking in person. Emails can be an effective way to encourage customers to leave reviews because you can include links to click on so that they know where to leave a review.
Social media advocacy
Customers can also promote your business on social media by saying good things about your business or by posting flattering photographs (such as a photo wearing your clothing or a photo of a dish in your restaurant). Some customers may even tag your profile, use a hashtag or share your posts. You may be able to encourage customers to promote your brand on social media by being active yourself - as well as asking your audience what they like about your brand, creating personalized hashtags and posting content that customers are likely to want to share.
Branded bags
If you’re a physical retailer, don’t just settle for generic plastic bags. Instead, consider giving out branded carrier bags to your customers. When customers walk out of your store holding your bag, they will promote your business logo to everyone around. Restaurants and cafes can use similar forms of branded packaging for takeout orders such as branded takeout coffee cups or branded pizza boxes.
Promotional merch
Promotional merchandise similarly involves printing your logo on items and then letting your customers create brand exposure for you. Examples include pens, mugs, water bottles, keyrings, t-shirts, hats and sunglasses. Promotional merch is sometimes given away for free at events or provided as a complimentary gift alongside a purchase. Some companies may even give away special branded t-shirts for certain achievements (such as a Mexican restaurant giving away a t-shirt to customers who complete a chilli challenge). Experience-based companies may even be able to sell merch as a souvenir - not just promoting customer advocacy, but making some extra revenue in the process.
Unboxing videos
Unboxing videos are a popular form of user-generated content on YouTube and TikTok. They involve customers recording themselves opening products - often from online retailers. By enhancing the unboxing experience, you can encourage customers to create these types of videos, which could help to promote your business. This involves creating suspense by using attractive packaging and different layers of packaging. There are companies that can make bespoke packaging for you such as these Box Genie custom boxes. Take inspiration from other products’ shipping packaging when designing your own box.
Demo/playthrough videos
Another form of user-generated video content worth encouraging is demo or playthrough videos. This is simply videos of customers using your product that they themselves have uploaded. Types of products that can benefit from demo videos include software, gadgets, tools, toys and cars. These may be combined with video reviews. Playthrough videos meanwhile apply to video games. How can you promote this type of content? By making your product look fun to use. People are more likely to make videos of themselves interacting with visually striking products. The same goes for encouraging customers to take photos of products.
Blog mentions
Some of your customers may have their own blog. Getting these bloggers to voluntarily mention your product or service can be another form of customer advocacy that helps build your brand exposure and potentially improves your SEO (especially if they link to your website). While you can pay certain bloggers to post promotional content, this is a form of sponsorship rather than a true form of advocacy. Getting people to write about your company on their blog organically simply involves delivering customer service - make people want to write about you by going the extra mile to please them.
Referral programs
Referral programs are a way of rewarding customers who successfully recommend your company to their friends. In exchange for generating you extra business, you can offer to give customers a discount on your service or even pay them. Referral programs are commonly used by subscription companies as a way of rewarding loyal subscribers - generating new business while promoting loyalty. B2B companies also commonly use referral programs.
Video testimonials
If a customer has expressed admiration for your company, you could consider asking them to appear in a promotional video in which they publicly praise you. This is known as a video testimonial and is a popular form of video advertising. To encourage customers to appear in your video advert, you may need to offer them some payment for their time - especially if you need to record several takes. It’s important to use genuine customers and not try to fake this form of content, as you could get in legal trouble for false advertising if it is discovered they weren’t a real customer. Video testimonials can be shared on your website, shared across social media or even broadcast as TV adverts.