Not every customer is suited to be an advocate. Advocate recruitment involves taking a close look at your current customer base to identify those who would be the most effective at spreading your message. How do you know if someone is ripe for advocate recruitment? Common metrics include the amount of time that a customer has been using your product or service, product reviews and overall engagement within the community. Advocate recruitment can be an ongoing process, or be performed during certain times throughout the year.
Why Is Advocate Recruitment Important?
A successful advocate marketing campaign begins with advocate recruitment. The recruitment, in a way, is another form of lead scoring that is used to measure which customers are the best fit to advocate your company. If done correctly, marketers will be able to focus on other areas of the advocacy program while the advocates do their job.
Related Resources: Customer Advocacy Fuels Acquia’s Growth, Says CMO Tom Wentworth