Understand customer personalities to build a highly engaging advocacy program

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 8:46 AM UTC

79% of marketers who turn customers into advocates see improvement in upsell, cross-sell, and enrichment, as per Forrester's research.

This article states that marketers must understand different consumer personalities and offer them their preferred value to build a highly engaging advocacy program. Share helpful tips and create educational content for consumers who are “Educators”, as they “love to share experiences and swap best practices”.

Provide the “Validator” consumer type with exclusive access to new products and services and offer them ways to communicate the benefits with others. For example, they could write reviews or be featured in case studies.

Offering to lead forums, providing peer-to-peer coaching in exchange for discounts can help attract “Status Seekers” who are influential and ambitious. “Collaborator” consumers appreciate opportunities to test strategies and provide brands with valuable feedback on future directions or potential investments.

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[3 minute read]