User groups are sets of people who use a particular product or service and generally have similar roles. Members of these user groups, who could also include brand advocates, get together to discuss their desires and concerns with the particular product or service in question.
Why Are User Groups Important?
These members are often connected to a company’s advocate marketers, who share their knowledge and request feedback on the company’s offerings. User groups provide marketers with a large amount of quality feedback to further enhance the company’s offerings and business strategy. By having marketers connected with these user groups, the company is engaging with these customers in a more personalized manner. Being a part of a user group identifies these customers at a higher status and more engaged, making them potential advocates.
Related Resources: How Advocacy Programs Make Product Feedback Initiatives Better