The Key to Turning Advocates into Your Strongest Marketing Force

Once you know your "Promoters," the goal should be to bring them into the fold of your business. Think of this group of zealots as your internal advisors and the most important marketing arm of your company. If they truly do "love" you... their words will mean much more to other perspective customers than any declaration you can make about how good you are.

But how do you achieve this? Please don't think this is about turning to them to get quotes and case studies about how great you are. Naturally this is something you might do with a few, but this action isn't what strengthens the relationship.

There are three things that will help to engender a strong, lasting bond with this group of customers who should be considered a most valuable asset of your company — to be nurtured and cared for.

1. Involvement

Consider your "Promoters" as the most important, credible source of feedback for the development of new products, improvement of services, and for prioritizing where to spend your resources and time.

Bring them in for design sessions. Reach out to them and ask their opinion. Establish an advisory group. Have executives call several each quarter to have the voices of this very important group in your ear.

Involve them in meetings and presentations when it is appropriate to give their side of the story about how it is to work with you. It is always important to keep this genuine, not to make it smack of promotion or self-interest.

2. Genuine Recognition

Let "Promoters" know you are aware of their devotion to your products and services. And thank them, profusely, acknowledging how important they are to you.

When products come out, give "Promoters" an early-bird chance to receive them. Give them special features just for them. Involve them in the beta testing process and then gift the final product to them.

Create special touches for them, such as a special hotline or service center. When you put on events, perhaps there's a reception for them. You get the picture.

Human nature prevails in relationships born from commerce, just as in our personal relationships. And genuine recognition will never fail you. But please put the time into making this recognition personalized. An impersonal "blast" letter or email will have little impact.

3. Communication

Engage in the lively debate and conversation with "Promoters" that is usually reserved for close acquaintances and family.

These are people who are actively engaged and involved in your products and services and will likely respond with passion and commitment.

Perhaps there is a blogsite that is open only to them where you toss out ideas and questions and issues and ask for their feedback. Or establish webinar forums for these discussions. The options are endless.

When new products and services are in the pipeline, let them know. And be a zealot about telling these "Promoters" when you have made some changes that they have recommended, or solve a problem they were passionate about having resolved.

By first knowing who your "Promoters" are, and then returning the favor of their passion and commitment to you with these actions, your bond with them will continue to grow. These customers who are so passionate about your brand, your company and services should not be taken for granted. Now that you know who they are, do something about it!