3 Ways You Can Let Your Customers' Stories Speak for Your Brand

In today’s market, singing your own praises can only go so far. Sure, you’re passionate about your company and all the great things you’re doing — and you should be. But at the end of the day, the voice of your customer will be the strongest indicator of your success. In fact, according to BrightLocal’s 2020 Consumer Review Survey, 79% of consumers say they trust online reviews as much as personal recommendations from friends or family. If you’re unsure how to leverage your existing customers to attract new customers, without coming off as completely opportunistic, you’re not alone. Creating an army of evangelists doesn’t happen overnight. 

The best place to start is by creating an easy-to-access open channel of communication to collect customer feedback. This can be as simple as a comment box on your website, or it can go as far as one-to-one open conversations with your customers. It could also mean that you have dedicated staff who are committed to encouraging customers to post reviews, mining review forums and engaging with customers on a daily basis. 

If you’ve already created a foolproof feedback loop, you’re ready to dive into some more advanced tactics to let your customers’ stories tell your own. In this article, I will dive into the merits of three strategies that will give your customers the platform they deserve and give you the testimonials you need to stay competitive in your market. 

Create a customer evangelism program 

The first step to increasing the effectiveness of your customer feedback is to create an evangelism program. An evangelism program is an effective, mutually-beneficial way to gather customer feedback and maintain a high level of communication with the customers who matter most and are the biggest fans of your brand. According to Forrester, “research shows that 79% of marketers who have turned their customers into advocates see increases in upsell, cross-sell, and enrichment.” Keep in mind that this isn’t just about offering discounts or other monetary incentives to join (if any!). It’s about uplifting your biggest advocates to drive further engagement with your offering and celebrate their success using your products while encouraging existing and future customers to deploy similar strategies.  

Get creative with your evangelism program. It can be an avenue to collaborate on a case study or testimonial for your website, or it can be a more in-depth relationship that offers exclusive previews to product or offering upgrades. The sky’s the limit, but you’ll need to think long and hard about what kind of evangelism program will best suit your company’s needs. 

To begin building an evangelism program, select a small group of customers you already know are going above and beyond, and create a beta group to test out your initial ideas for the customer advocacy program. Confused about which customers to tap for the beta? Look for individuals who have promoted your NPS, a recent case study subject, or someone who left you a glowing review online (think: G2, Google, etc.). You could even talk to your account managers and see if they have any customers in particular that have been especially excited about your offering as of late. Start small, test out a few ideas, and make sure to take customer feedback into account. 

Of course, the key to a successful customer evangelism program is to maintain the highest levels of communication and collaboration with your customers. A program that feels half-baked or disingenuous will do more harm than good. As is the case in all things marketing, it’s essential to provide constant value to your customers before asking for anything in return.

Co-market with your best and brightest 

Oftentimes, when we think of marketing, we think insular. What great things are we doing? How can we push our brand forward? But, by thinking outside of the box and tapping your customers to do marketing alongside you, you can bring your offering to life in a much more tangible fashion. More so, by making your customers feel like they are a part of your journey through co-marketing, you boost their visibility as well. That’s a win-win.

Co-marketing can come in many forms. Whether it’s a full-blown campaign, a joint press release, or doing media interviews together on a specific topic you and your customer both have expertise in, the opportunities are boundless. There’s also significant evidence pointing to ROI. According to PartnerPath, “after seeing co-marketed campaigns, 68% of consumers are able to make buying decisions before even speaking to sales representatives.” 

To put your best foot forward, start brainstorming potential customers you think you’d like to leverage. Is there a specific CEO you would love to do interviews with? Do you and a customer have a shared affinity for virtual events? Tap your marketing and public relations teams to help you identify your best customers (the ones who are loyal and are already singing your praises) to reach out to with ideas. Start with customer brands that are recognizable (if possible), and with a senior level leader who has the authority and influence to tell a story. Just make sure you come to them with fully-baked plans you are willing to follow through on. Nothing is worse than leaving a customer high-and-dry.

Call on customers to speak at your events 

Another great way to tap your customers’ stories is to invite them to speak at your next webinar or customer conference. Not only is this an effective way to find capable speakers who are brand champions, but it also offers an opportunity to shine the spotlight on your customers and their businesses. The significant rise in virtual events in the past few years makes this easier than ever. A recent report commissioned by the virtual events platform Bizzabo found that 93% of organizers plan to invest in virtual events moving forward. When it comes to planning the logistics of enticing your customers to speak, nixing the need for expensive travel and lodging makes the whole process that much simpler. 

The first step is to identify a topic your customer can best speak to. There is a huge opportunity for your customers to delve into a specific aspect of your offering that they love and are effectively leveraging in their business. This could be a certain feature or tactic they pioneered themselves. It’s always best practice to have a discussion about what it is they would like to speak about and come to the table with a few selected topics you have in mind. From panels to keynotes, there’s a wide swath of formats that can fit any experience or comfort level. 

What’s better is that new prospects will see just how integrated your current customers are in your long-term planning. By creating a sense of community through your event marketing, you will develop credibility in the market. More so, you won’t be known as just another company that claims to prioritize customer advocacy with platitudes and hollow promises. 

Knowing when to let your customers speak for you

Successful collaboration with your customers is a journey, not a destination. As you get more granular with your efforts, you will notice that every customer is different. Some will be eager to participate and others will prefer to remain in the background. Finding what works best for the both of you will take time and consideration. But, if you continue to lead by providing a great offering, the customer stories will begin to tell themselves. 

News Related


SEC Chairman Lays Out Crypto Market Agenda in Senate Testimony

U.S. SEC Chairman Gary Gensler spoke to a Senate Committee about the U.S. markets and listed several areas of focus with respect to the crypto markets. – be[IN]crypto United States ... Read more »

What is Google Page Experience, and Why Does it Matter?

Have you heard of Google Page Experience? If you haven’t, and you prioritize search engine optimization (SEO) as a strategy to support your business, you’re behind the times. Google’s Page ... Read more »

The Case for Transparent AI

I can’t go on Facebook without seeing magicians. I can trace it back to when I watched a video of America’s Got Talent. It started with singers, but soon it ... Read more »

Fidelity Makes Case for Bitcoin ETF With SEC

In a recent presentation for the Securities and Exchange Commission (SEC), Fidelity Investments argued the merits of approving its Bitcoin exchange-traded fund (ETF). – be[IN]crypto According to filings from the ... Read more »

How to recognize a fraud of an app that lends money?

They will say that it is clickbait but it is real: Currently there is a type of credit (called liquidity), offered by the internet and applications downloaded to the cell ... Read more »

This biohacker is the real-life 'Nebula': she has more than 50 chips in her body and identifies as a cyborg

If you are a fan of the Marvel universe, you surely know Nebula , Gamora’s blue sister, both adoptive daughters of Thanos. The rival of The Avengers made a series ... Read more »

Windows 11 will not be compatible with Apple's new M1 chip, Microsoft confirms

In the framework of the Apple Event , Microsoft confirmed that Apple’s M1 chip “is not a compatible scenario” for Windows 11 , as reported by The Register . Mia ... Read more »

Learn How Machine Learning Can Help Your Business

The business world is changing all of the time and smart entrepreneurs are always looking for a way to gain an advantage over the competition. One area you may not ... Read more »

Rozy, the virtual influencer who seeks to make millionaire profits

@Rozy.gram, Instagram Read more »

Crypto Execs Should Cooperate With Regulators, Says SALT Panel

Cryptocurrency executives ought to work with regulators to facilitate wider acceptance, according to members of a digital currency panel at Wall Street’s SALT conference. – be[IN]crypto The panel included Canadian ... Read more »

Pfizer Says COVID-19 Vaccine Efficacy Weakens Over Time

Pfizer said that data from Israel and the United States suggests that its COVID-19 vaccine efficacy drops over time and claimed that booster doses are effective at dealing with new virus variants. Federal health ... Read more »

With This App, A Healthy Lifestyle Is Just One Click Away

Amid this pandemic, there has been a lot of change in our lifestyle, from our eating habits to the way we are perceiving things. We have been doing everything with ... Read more »

Taco Bell is Rolling Out A Subscription Service That Will Give Fans a Taco a Day

A taco a day probably keeps something away, but for fans of beloved fast-food chain Taco Bell, it will only keep customers coming back for more. SOPA Images | Getty ... Read more »

Starbucks and Other Businesses Near Disney World Reportedly Sell for Higher Prices

The Orlando Business Journal reported this week that Starbucks locations in Central Florida usually sell for about $3 million, but ones near the Walt Disney World Resort can sell for ... Read more »

This Is Probably the First All-in-one Finance and Wellbeing Platform

There were many peaks and valleys in KashAmini’s life. At an early age, he came to realize that hard work and discipline were the keys to achieve any goal and ... Read more »

Reshaping the World Of Gaming Kingdom, Your Go To Place For Entertainment

When the COVID-19 pandemic was on the rise, the gaming industry was also making its kingdom discovered. In nanoseconds, the gaming industry exploded in popularity familiarising millennials with another secret ... Read more »

This Young Gun Can Be an Inspiration For Many

Success is a spectacular feeling which cannot be defined but only perceived. With innumerable ways to walk on the path of success, nothing in the world can guarantee you the ... Read more »

A Visionary Doctor Explains How Novel Technology Is Changing Advanced Manufacturing

Technology is changing rapidly. The limits of what was believed to be possible are constantly being shattered. IoT, smart technology, AI, AR/VR, and more are all transforming industries across the ... Read more »

The Engineers' Era

“My husband is from IIT-Delhi, my brother-in-law is also from IIT-Kanpur and everyone in my family is an engineer, including me. However, my son has scored 7 out of 10 ... Read more »

Want Tasteful Lingerie? Here's Where To Get It From

It has been said that lingerie is the maximum expression of a woman’s femininity. But these days, it seems that lingerie is more promiscuous than it is classy and tasteful. ... Read more »

A Breakthrough Innovation In Women's Innerwear

A proper-fitting bra can help a woman feel more confident. Additionally, it can help reduce breast sagging and other health issues. Research has shown that the majority of women are ... Read more »

Household Income of Americans Fell in 2020 for First Time Since 2011: Census Bureau

The household income of Americans fell last year as COVID-19-related lockdowns wrought havoc on the economy, according to new figures from the Census Bureau. The median household income was $67,521 in 2020, ... Read more »

E-mobility And Batterytech Startup Sheru Raises Pre-Series A From Venture Catalysts And Others

E-mobility technology startup Sheru, on Wednesday, announced to have raised an undisclosed Pre-Series A round led by early-stage investor Venture Catalysts (Vcats).  The round also saw participation from e-mobility-focused investors including ... Read more »

Gaming Platform Quizbee Raises Funds From Kanodia Group

Online gaming startup Quizbee on Wednesday announced that it has raised an undisclosed amount of funds through pre-Seed funding led by Kanodia Group. Quizbee Quizbee, a new entry in the ... Read more »

Anar Raises $6.2 Mn Seed Funding Co-led By Elevation Capital And Accel India

Business-to-business (B2B) networking platform Anar on Wednesday announced that it has raised $6.2 million in Seed funding co-led by Elevation Capital and Accel India. This round also saw participation from ... Read more »

SaaS Startup Godamwale Raises $1 Mn Seed Funding

Software-as-a-service (SaaS)-based supply chain and logistics service provider Godamwale on Wednesday announced to have raised $1 million in its Seed fund round from angel investor Captain Anand Aryamane. Godamwale The ... Read more »

Edtech Startup Tinkerly Raises INR 6.5 Cr Led By Navneet Education And Others

Jaipur-based edtech startup Tinkerly, on Wednesday, announced to have raised INR 6.5 crore in the latest round by Navneet Tech Ventures (a wholly-owned subsidiary of publication and content provider, Navneet ... Read more »

Scalenut Raises $400,000 Seed Funding

Artificial Intelligence (AI)-enabled content intelligence platform Scalenut on Wednesday announced that it raised $400,000 in Seed funding led by Titan Capital, First Principles VC, AngelList, Abhishek Goyal, and other angel ... Read more »

MPL Is India's Latest Unicorn; Now Valued At $2.3 Bn

Esports and skill gaming app Mobile Premier League (MPL) has become India’s latest startup unicorn, raising funds at a $2.3 billion valuation in Series E financing. Unsplash The investment round ... Read more »

Shadez Raises Over $200,000 Pre-Series A Round Led By Inflection Point Ventures

Home interiors startup Shadez on Wednesday announced that it raised over $200,000 in pre-Series A round led by Inflection Point Ventures (IPV). Shadez The funds raised will be used for ... Read more »

Vahan Raises $8 Mn Series A Funding Round Led By Khosla Ventures

Bengaluru-based jobs and livelihood platform for blue-collar workers, Vahan on Wednesday announced that it raised $8 million in its Series A round of funding led by pre-eminent Silicon Valley investor ... Read more »

Gemba Capital Launches $10 Mn Micro VC Fund ToInvest In 24 Companies In The Next 2 Years

Committed to supporting founders that possess an unwavering ambition to build large world-class companies, Gemba Capital on Wednesday announced the launch of its maiden Micro VC fund of $10 million. ... Read more »

Earnings Estimates Have Stopped Going Up

Note: The following is an excerpt from this week’s Earnings Trends report. You can access the full report that contains detailed historical actual and estimates for the current and following periods, please ... Read more »

Skyworks Solutions (SWKS) Stock Sinks As Market Gains: What You Should Know

Skyworks Solutions (SWKS) closed the most recent trading day at $176.77, moving -0.76% from the previous trading session. This change lagged the S&P 500’s 0.85% gain on the day. – ... Read more »

FuboTV Inc. (FUBO) Stock Sinks As Market Gains: What You Should Know

fuboTV Inc. (FUBO) closed the most recent trading day at $27.15, moving -0.22% from the previous trading session. This change lagged the S&P 500’s daily gain of 0.85%. – Zacks ... Read more »

Haverty Furniture (HVT) Outpaces Stock Market Gains: What You Should Know

Haverty Furniture (HVT) closed the most recent trading day at $34.22, moving +1.36% from the previous trading session. This change outpaced the S&P 500’s 0.85% gain on the day. – ... Read more »

Patrick Industries (PATK) Outpaces Stock Market Gains: What You Should Know

Patrick Industries (PATK) closed at $80.47 in the latest trading session, marking a +1.71% move from the prior day. This change outpaced the S&P 500’s 0.85% gain on the day. ... Read more »

Penn National Gaming (PENN) Outpaces Stock Market Gains: What You Should Know

Penn National Gaming (PENN) closed the most recent trading day at $76.46, moving +1.85% from the previous trading session. The stock outpaced the S&P 500’s daily gain of 0.85%. – ... Read more »

Will China ETFs Feel the Heat of Weak Economic Data?

The world’s second-largest economy continues to see a streak of disappointing economic data for August. According to the National Bureau of Statistics (NBS), industrial production increased 5.3% year over year ... Read more »

Texas Instruments (TXN) Outpaces Stock Market Gains: What You Should Know

Texas Instruments (TXN) closed the most recent trading day at $197.50, moving +1.22% from the previous trading session. This change outpaced the S&P 500’s 0.85% gain on the day. – ... Read more »