Rosina Webb, Founder & Brand Director at Energise, explains how to transform satisfied customers into loyal brand advocates. She highlights the importance of deeply understanding your audience, building trust through authenticity, and adding value beyond the product or service. Rosina emphasizes that encouraging feedback, acting on it, and empowering customers to share their experiences can create lasting loyalty and drive advocacy. Read below to discover how to turn "likes" into "love" for your brand.

So, your customers like your product or service. Great! But liking something is one thing - becoming a loyal advocate is another.

Loyal customers don’t just come back, they recommend your business while singing your praises. Let’s break down how to get from point A (happy customer) to point B (brand advocate).

Know your audience (and keep knowing them)

We’ve talked about understanding your audience before, and it’s worth repeating - if you don’t know who you’re talking to, you’re throwing darts in the dark. But don’t just stop there. People change, businesses evolve, and your customers’ needs shift. Keep listening and learning, adjusting your approach as needed.

Authentic relationships build trust

Let’s face it - people can smell a fake a mile away, so ditch the generic, automated responses and scripted sales pitches. Trust is built with consistent communication, transparency, and genuine engagement. Share stories, user-generated content, and updates that feel personal and authentic (and yes, even in B2B, a little personality goes a long way). Make your customers feel valued with meaningful interactions and they’ll keep coming back for more.

Added value builds delight

Customers expect more than just your product or service - they want added value. Whether that’s resources, tips, or industry insights, giving something extra shows your customers you want them to succeed. Loyalty programmes, exclusive offers, and even a thoughtful freebie here and there are simple-but-effective ways to delight your customers.

Encourage feedback - and act on it

Your customers hold valuable perspectives on your business, so ask them what they think - and then act on it. Whether it's feedback on your product, service, or interactions, use this information to improve. And when you make changes based on customer feedback, let them know. It shows you’re responsive, and nothing builds loyalty quite like a brand that listens.

Empower your customers to sing your praises

Finally, make it easy for clients to share their experiences. You want them to spread the word, so give them the tools to do so, whether that’s sharing positive reviews on LinkedIn or encouraging testimonials in exchange for small rewards or recognition. Create the connection and then give them the opportunity to tell others about it.

Bringing it all together

Building a base of loyal advocates isn’t just about offering a great product or service. It’s about creating meaningful connections with your customers, offering consistent value, and making sure they feel appreciated every step of the way.

Loyalty doesn’t happen overnight but, with the right approach, you can turn your clients into your biggest advocates - and that’s where the magic happens.

Source: Rosina Webb, 29 October 2024