When you have a great product or service, the real PR magic happens. People start rooting for you. Advocacy is a powerful communications tool that drives awareness, builds pipeline and influences revenue.
Customer storytelling, for example, is one of the most effective ways to validate a company’s vision and technology. It can be leveraged to explain how features and functions work, inspire cross-platform adoption, and even deepen customer relationships.
But a successful customer advocacy program takes time and effort to build. Here’s what our EVP and Pacific Northwest General Manager Kate Riley recommends:
Are there specific audiences you’re trying to reach? Access to credible and knowledgeable spokespeople who can speak to results and direct outcomes is key.
Reinforce how working together can (and will) help both of your brands boost awareness and credibility in the space. Just be sure to get sign off from the customer and their PR or legal team to be named publicly.
These are your paying customers after all. We recommend keeping the ask casual. And if the company isn’t up for participating in a media interview, perhaps they would be interested in speaking during a LinkedIn Live event or sharing their experience as a written case study for the website instead.
Find ways to spotlight how the product or service is being adopted across priority verticals. Keep questions like these in mind:
Can a customer support an upcoming launch or extend momentum after a recent one?
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