So how do you get your customers to become brand ambassadors?
1. Create an excellent product or service that customers truly appreciate.
If you don't have a product worth talking about, people won't advocate it. Period.
2. Select one or more potential rock star customers.
This isn't necessarily your biggest spender: it's a loyal customer who has a good story to tell about how your product or service helped them, who is eager to tell it, and who has an influential network to tell it to.
3. Turn your customers into stars by giving them what they want.
Create a formal or informal advisory board and invite your potential rock stars to join. It gives your top customers a chance to network both with your team and also with their own peers.
4. Whatever you do, don't give them financial incentives.
Financial incentives can feel uncomfortably like bribery. It's likely to backfire, leaving both customers and prospects feeling uneasy. Tactics like these wind up undermining the whole advocacy dynamic.