Why is client advocacy a powerful marketing strategy?

Let’s start by looking at who your best client is.

The one who answers emails quickly? The one who pays your invoice on time? Maybe the one who provides you with repeat business? Or the one who spends the most money?

Lots of factors involved to answer this one.

I think it’s the one who tells everyone else how you helped them!

Client advocacy

Client advocacy is a powerful marketing strategy to adopt. Here are three reasons why you should consider it as part of your strategic toolkit…

It provides facilitation between your brand and new business.
It helps strengthen your relationship with your client base.
It contributes to client satisfaction and retention.

In addition

You're helping raise your clients' profiles and by showcasing your clients you amplify your brand voice in return. You also provide strength to your employer brand which demonstrates to potential candidates that you’re good at what you do. Why wouldn’t they want to join your team?!

Get STARTED

Think about your target market and business objectives. Consult with your Sales team. What products/clients do you want to showcase? Which client journeys would create a good story to tell?

Consider:

What was difficult before?
What support did the client receive?
What became clearer, easier or more effective afterwards?

This is why the best time to ask for client input is often when the value of the work is still fresh. It might be at the end of a project, after an important milestone or when a client tells you something has made a difference.

The useful part is in the detail you build. That is what helps someone else recognise their own situation and see where you can help them.

You could produce client-led content - case studies, "in conversation with" interviews, and dual-branded webinars demonstrating how you collaborate.

If you get buy-in from a client and have the stats/data to support it, identify which Awards would really boost your brand and raise your client’s profile. It’s no mean feat to write an Award submission, so explore specialist copywriters and agencies that can support your Marketing team with an award-winning entry.

What testimonials do you have on file? Do you need to approach clients for new ones? You don't need a polished paragraph. A short message, email or comment can contain the beginning of a strong testimonial and further client advocacy down the line.