In the past, many marketers sought to create messages that spoke to a broad audience. Because interpersonal communication wasn't possible at the same speed and ease that it is today, many brands competed to have the largest megaphone, blasting out the most creative message to large swaths of customers.
More recently, with the rise of new digital technologies and platforms, customer engagement has become an increasingly two-way street. Brands that have discovered meaningful ways to have a conversation with their customers, instead of just talking at them, are reaping the rewards of brand advocacy. Wendy Lea, CEO at Cintrifuse, highlights this in an article for Inc Magazine,
“[Companies are] using social technologies to form meaningful, ongoing relationships that involve frequent online interactions… [and] customers who engage with a brand online report spending 20% to 40% more on that brand, or on that company's products.”
So, how do we get our customers themselves to advocate for our brand? Let's take a look at good ways to start a conversation and build a relationship.