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Advocacy Campaign

Turning loyal, high-engagement customers into brand advocates.

Julie Zehntner avatar
Written by Julie Zehntner
Updated over 2 weeks ago

Summary

This play turns loyal, high-engagement customers into brand advocates—fuelling referrals, social proof, and organic growth.

Why this works

  • Builds brand trust by elevating authentic customer voices.

  • Strengthens relationships through recognition and rewards.

  • Drives scalable growth by converting happy users into active promoters.

  • Supports expansion by amplifying reach into new accounts and networks.

Goal

For the reader

Spot satisfied users and activate them into referral or testimonial engines.

For the company

Drive brand visibility, new pipeline, and long-term growth through customer advocacy.



Accoil Signal

(1) Primary signal

  • Engagement Trends: Accounts with consistently high engagement.

(2) Additional insights (recommended filters):

  • Account Type: Active, paying customers with a solid track record.

  • Account Characteristics (Optional): Influential industries or customer types.

  • Lifecycle Stage (Optional): Long-term users


Action steps

  1. Identify Advocates with Accoil’s Segmentation Feature

    • Use Accoil to filter for high engagement

    • Prioritize accounts with credibility and reach.

  2. Invite to Advocacy Programs

    • Utilize Accoil’s Connections to automate and send personal outreach inviting them to participate.

    • Highlight benefits: recognition, perks, influence.

  3. Encourage Reviews and Testimonials

    • Ask for quotes, stories, or ratings for public channels.

  4. Recognize and Reward Advocacy

    • Offer incentives: early access, swag, or discounts.

    • Celebrate their impact in newsletters or socials.

  5. Monitor Advocacy Engagement

    • Track referrals, testimonial submissions, and program join rates.

    • Continue nurturing through check-ins or surprise perks.


Supporting metrics

Metrics

How to measure in Accoil

Advocacy Participation

% of invited customers joining advocacy activities

Referral Metrics

Number of referrals + referral-to-signup conversion rate

Customer Retention

Retention lift among advocates


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