What if creating advocate marketing campaigns—that turn your best customers into vocal advocates—were as easy as waving a magic wand?
Anyone who has ever built an advocacy campaign will tell you that it can take a lot of work.
That’s where I come in. As Influitive’s Campaigns Specialist, I spend most of my time building high-impact advocate marketing campaigns for our customers.
It’s actually a lot like being a fairy godmother—if fairy godmothers magically transformed business goals into immersive community experiences that deliver results.
Ta da! From advocacy dreams to reality…
My goal with these campaigns is to keep communities vibrant while achieving our customers’ advocacy objectives—whether it’s generating authentic customer stories at scale or filling their pipeline with referrals.
But unfortunately, I can’t wave my wand for all Influitive customers. That’s why we’ve just released the new Campaign Manager and Campaign Content Library, so you can access a collection of templated campaigns that you can get up and running in just a matter of minutes.
How a published campaign looks to your community
While each campaign is designed to drive certain results, you can customize any templated campaign for your own specific advocacy goals, while still leveraging the game dynamics and theming from the template.
(Pro tip: All Influitive customers have access to two free templated campaigns in their AdvocateHubs. Find yours under the “Campaign” tab.)
In this blog, I’ll pass on my insider tricks of the trade so you can feel confident in customizing our templated campaigns to achieve any advocacy goal. Then, I’ll show you 3 examples of how you can transform an out-of-the box template into a targeted campaign that’s optimized to drive specific results.
How to customize campaign templates to support any advocacy goal
Let’s say you’re looking to get as many new reviews on G2 Crowd as possible. Or you want to amplify your brand’s message on social media. With a little fine-tuning, any campaign template can be altered to achieve this.
I’m going to share a few basic strategies with you on how you can tailor a campaign to fit your community.
Once you’re in the “Edit” view of a campaign (just click on “Campaigns,” then “Quick edit”), you can take a deeper dive into specific challenges.
Below, I opened up all the Introduction challenges for the Trivia Time campaign and navigated to the challenge editor.
The challenge editor is where all the magic happens.
Here is how you can transform the goal of a challenge:
1. Decide on a goal for your campaign.
This part is easy—make a wish! Common goals include increasing online reviews, generating testimonials, encouraging discussions, or driving referrals.
2. Think about your community’s key motivation.
Every advocacy program is different because every audience has different motivational drivers. Think about your most common advocate persona(s), and what appeals to them. Is it points? Mastery of a new skill? Recognition in front of their community? Try to weave this into your challenge copy and point value later on.
3. Tweak the copy to reflect your new goal.
I’d suggest using the preset image and copy as inspiration, so you can leverage game dynamics and theming. But you can also tweak copy so it resonates with your audience—a little bit of industry-specific or product-specific lingo can go a long way to help the challenge feel tailored.
4. Add or remove stages of the challenge.
The most common way to modify campaigns is to remove stages, and replace them with stages that reflect your new call to action. Don’t feel limited by how the challenge is structured. Instead, use the templates as a GPS. They can guide your advocates towards a desired called to action, but ultimately you decide the destination.
5. Consider adjusting the point value.
Altering the point values of challenges, reminding the community of prizes within challenges, or adding stages which allow for discussion are ways that you can keep your community motivated within a campaign. Raising or decreasing point values ensures that the campaign fits within your resources and budgeting.
6. Keep your reporting consistent.
Once you make a change to a challenge, update the reporting category so it reflects the purpose of the challenge. For instance, if you changed a “Fun” challenge into an “Education” one, make the update so you can track results in the backend of your AdvocateHub. Remember to also update the “Challenge Name” so you can keep track.
One sizzling hot campaign, served 3 ways
Congratulations—you now have the power to create your own customized campaign in minutes!
Now it’s time for the fun part: customizing templates to serve your company’s goals.
I’ll illustrate how to do this by showing you how I transformed our Let’s Play Ball campaign template into 3 different campaigns. It was originally designed to focus on generating testimonials and referrals, but I’ll show you how to modify it to guide onboarding, drive referrals, and collect product feedback.
The Let’s Play Ball campaign weaves a fun baseball theme throughout with its imagery and pun-filled copy. The structure of the campaign allows advocates to progress from first base to a home-run as they complete challenges. Every base contains a set of activities that must be completed to get to the next one.
We can rework this structure for a variety of use cases.
1. Let’s Play Ball: Onboarding Edition
The progressive nature of this campaign is great for product, employee, or community onboarding. You can take a modular approach and assign an educational goal to each “base.”
Once community members complete all the challenges in a base, it acts as a milestone in their onboarding journey.
For example, one of the challenges for first base consists of fun trivia, but let’s switch it up and ask members to update their profiles instead, something you’d typically ask a member to do if they’ve recently joined the community.
To do this, I’ve deleted the “Quiz” stage and added an “Update Your Profile” stage instead.
Then, I tweaked the main copy to reflect the goal of profile updating, while still keeping the fun baseball copy intact.
2. Let’s Play Ball: Referrals Edition
The structure of the different bases also lends itself well to guiding advocates to make referrals.
For example, the first base can focus on educating advocates on what a referral is. The second base can focus on what a qualified referral looks like for your business. Third base can showcase stories of successful referrals in the past. Step by step, you can lead your community towards a home-run (i.e. submitting a referral).
Making use of this structure to educate your community and guide your members towards providing a referral is more effective than ad hoc referral challenges.
The challenge at the fourth base level asks members to provide a testimonial. Provided you’ve altered the rest of the campaign, it’s really easy to convert the call to action to asking for a referral.
I’ve just deleted the Quiz stage and added a Share a Link stage, to guide your members to your referral landing page. Then I’ve pulled from the baseball theme and tweaked the main copy to ask advocates to provide a referral.
3. Let’s Play Ball: Product Feedback Edition
The template’s baseball skeleton can also be used to solicit different kinds of product feedback. Each base can be used to generate feedback about a unique aspect of your product.
For example, first base challenges can collect feedback about feature requests while second base challenges can ask in-depth questions about use-cases.
Let’s change this second base challenge from asking for a picture of a fun hobby to asking members to share a picture of how they use your solutions. In this example, we can keep most of the template content. The only alteration needed is the copy.
Instead of asking for a fun picture in the Upload Image stage, I’ve asked members for images of how they use our solution.
Now it’s your turn to go forth & customize your own campaign
There’s a reason that the campaigns-based approach to advocacy has been one of the hottest advocate marketing trends of 2018—because it works.
Just ask our advocates. “Engaging more of our customers was a top priority,” said Kim Saloner, Manager of Customer Marketing & Advocacy at Zenefits. “We deployed the Trivia Time campaign to our Clubzen program and it immediately increased engagement.”
With a unique combination of gamification, education, and customizability, campaigns are the best way to tap into your advocates’ motivational drivers to help advance your goals. Instead of completing a series of disconnected challenges, members can take part in a seamless, thematic experience that is easy to enjoy.
Now that you have all of my best tips for customizing your campaign, it’s time for you to get out there and try it yourself—I hope you have a ball!
Subscribe to Influitive's advocate marketing blogEnter your email address now to receive the latest advocate marketing resources delivered right to your inbox every month! You can withdraw your consent at any time.