Advocacy marketing and programs for Startups. This presentation is about reviews, testimonials, client cases and other programs like influencer marketing that you can use to create word of mouth. Part of the "Making Your Funnel Work" program by E-commercemanagers.com in close cooperation with Startupbootcamp.

1. Making Your Funnel Work
Advocacy

2. Recap
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Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
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1B: KPI’s + CRO + Marketingstack
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2A: CONTENT MARKETING
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2B: LEGAL
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GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs
Advocacy

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3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
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Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website
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SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)
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9. APP MARKETING
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Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement
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LANDING PAGE OPTIMIZATION
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11. TRIALS – BEST PRACTICES
Trials
 Don’t ask for creditcard details starting your
trial
 If you want correct e-mail addresses, send
them a confirmation email with login link
 If you need phone numbers for outbound
reasons, send them an SMS code with
verification
 Call them while they are logged in, in their first
session!
 In follow-up sequence (during trial period):
focus on functionality, features and
integrations
 Only when logged in several times, during trial,
also send upgrading and pricing information
 Serious trial (several logins and several events)?
Offer trial-extension
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12. MONTHLY ACTIVE USERS
 2020
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Monthly active users (millions)
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260
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Example leadscoring and nurturing lifecycle (18 months)
Contentcategory Item/page Points
Productpages features 5 5 5
pricing 10 10
integrations 5 5
news 5
Live demo 1-to-1 50 50
Teammember 70 70
IRL Events Summit A 30 30
Conference B 30
Live webinars Best practices 20 20 https://e-commercemanagers.com
Implementation 20 20
Telling your team 25 25
Video How to one 15
How to two 15 15
How to three 15
Download (reg wall) Top 10 benefits 10 10
What to look for 10
Trends 2020 10 10
Gartner report 10 10
Newsletter Per open 5 5 5 5 5 5 5 5 5 5 5 5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Source Points that months 10 25 5 25 0 5 25 0 5 35 5 5 50 25 10 100 5 5
Organic search Points accumulated 10 35 40 65 65 70 95 95 100 135 140 145 195 220 230 330 335 340
E-mail flows
On site pop-up
Retargeting campaign
Outbound call sales
LEAD-
NURTURING
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14. CONVERSION
Conversion
 Payment methods
 Invoicing
 Guarantees
 Return policies
 Monthly / Yearly contract
 Monthly / Yearly payment
 B2B: readable T&C
 Security standards
 Member Organizations
 GDPR Proccessing Agreement
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ONBOARDING
Content
 Helpcenter
 FAQ
 Product video’s
 Webinars
 Lessons / educational content
 Screenshots
 Chat
Process / flow
 Product tour (optional flow)
 Screen sequences (forced flow)
 Visual pointers
 Trial content
 Checklists
 E-mail support
 Product Analytics
 Marketing automation flows
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15. CUSTOMER SUCCESS – WHERE TO START
 Provide all the content customers need to help themselves
 Measure interactions with your product (app/website/platform)
 Define (and redefine) what ‘getting value out of your product’ means for your customers
 Define (and redefine) what early warning indicators are for customers NOT ‘getting value out
of your product’
 Do proactive outreach to those customers who are in danger
Your staying (loyal) customers: what can you sell them
 More (upsell + cross sell)
 More often (frequency)
 Less cost intensive (efficiency)
 Advocacy (more customers)
 Once volumes / proven routes kick in: automate
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16. CHURN REASON ANALYSIS
What is churn?
 cancel their subscription by performing an
activity (login, etc)
 don’t renew their contract (let it expire)
 buy once and never do so again
How to find out?
 Ask them continuously
 Ask them after the cancellation
 Ask them during the cancellation
 Watch product usage behavior
 Watch product impact
 Analyse public reviews
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What to check for?
 Good fit / bad fit customers?
 Success potential?
 Incident or Not Achieve Desired Outcome?
Churn Classification Model*
*source: Sixteenventures, Lincoln Murphy
Avoidable Unavoidable
Expected CSM primary duty  Outgrown product
 Bad FIT
Unexpected Worst case
scenario for CSM
 Out of business
 Takeover
 Corona
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18. ADVOCACY
 Reviews
 Testimonials
 Affiliate programs
 Loyalty (Points and Rewards)
 Exclusives
 Influencer marketing
 Ambassador Program
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19. ADVOCACY
A customer advocacy program is a marketing initiative that is designed to turn
customers into spokespeople for your brand.
A formalised advocacy program does this by offering customer incentives. By
doing this, you can encourage your customers to promote and talk about your
company and products.
Stimulate, facilitate and measure word of mouth
Word of caution
Investments in advocacy only return money if you have a great product
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20. STATS
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Source:
Rocketdata on Medium

21. STATS
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Source:
Rocketdata on Medium

22. IMPACT REVIEWS ON CONVERSION RATES
 Star rating increase from 3.7 to 4.4 can increase an enterprise’s conversion
rates by 80% and global brands — by 120%
 From 4.3 to 4.4 is the point where the growth of conversion rate is the
highest — 25%.
Replying on reviews
 For both SMBs and enterprise businesses had nearly the same conversion
rate (~3%) when their reply rates were about 10%
 However, when enterprise businesses respond to at least 32% of reviews
they achieve 80% higher conversion rate than companies that respond to
10% of reviews.
Source:
Rocketdata on Medium
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23. WHO TO ASK FOR A REVIEW
Reviews have a high impact on key metrics like conversion rates. So you want to prevent bad
reviews. Pre-qualification is essential for that reason.
Behavior based
 Frequent / recurring buyers
 Intensive / engaged users
 Social media behavior indication (mentioning, liking/sharing)
Survey and other methods
 NPS method  ask only high ratings
 Pop-up with how much they like you high rating?  External review
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24. REVIEWS - TYPES OF BEHAVIOR / TRIGGERS
Purchasing
 Buy a product
 Upgrade a product
 Extend a product (subscription)
Engagement
 Visit the website
 Viewing a page or product
 Publish or comment on
 Clicking on links
 Download
 Data-enrichtment / Profile completion
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Social/sharing
 Share a link on social media
 Write a review
 Place a link on a website
 Forward an e-mail

25. REVIEWS – WHERE TO SEND THEM?
SaaS
 Trustpilot
 Capterra
 G2 Crowd
 FinancesOnline
 GetApp
 TrustRadius
B2B Non-Saas
 Upcity.com (US only)
 Clutch.co (Global)
 Goodfirms.co (Global)
 Upfirms.com (IT services)
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B2C
 Trustpilot
 GoogleMyBusiness
 Facebook
 Yotpo
 Powerreviews
 Trusted Shops
 Feedback company
Apps
 Play Store (Google)
 App Store (Apple)

26. POINTS AND REWARDS
 Mostly B2C
 Close knit to gamification
Benefits
 Build automatically
 Slowly build buy-in / lock-in
 Stimulate engagement
 Users are automatically assigned to a
loyalty program
How to use for advocacy?
 Extra points for bringing in new clients
 Referral links
 Extra points for social sharing (hashtag +
social media account)
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B2B Purchaser Both roles User
Example CFO Business
owner
Project
manager
Rewards Product
discounts,
Store
credit
Product
upgrades,
Digital gift
cards
Company
swag,
exclusive
access,
Personal
support
Why Concerned
with cost
savings
Concerned
with cost
savings
and
product
value
Product
value and
personal
rewards

27. TESTIMONIALS
Besides getting them, also test with
position, usage and highlights.
[quote from the testimonial]
Source case
VWO (Visual Website Optimizer)
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28. AMBASSADOR PROGRAM
The name ambassador is used in very many ways:
 Paid affiliate programs (pay in $)
 Programs that create value in exclusives and monetary value items (coupons, gifts), more like a
loyalty program
 Brand extensions (core features of the final product) mostly part of distribution strategy
 Volunteers / Community engagement persons
 Community members (digital)
How to use for advocacy?
 Any activity or program that stimulates loyalty of advocacy should be considered rewarded,
when ROI business case is positive
 Like you see FIT
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29. EXCLUSIVES
Content
 VIP area
 Special training
 Access to beta launches
Events
 Product launches
 Exclusive webinars
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Training
 Extra one-on-one training
 Free certification
Commerce
 Free shipping
 Faster delivery
 Extra features
 Always a discount (!)
 Free services
 Extra month

30. INFLUENCER MARKETING
Influencer marketing involves a brand collaborating
with an online influencer to market one of its
products or services.
Some influencer marketing collaborations are less
tangible than that – brands simply work with
influencers to improve brand recognition.
Payment models are based on:
 Followers (price per 1.000 ~watch organic reach)
 Platform (Facebook, Instagram, Snapchat, etc)
 Engagement (likes, shares, comments
 Reach
Overview of networks
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31. AFFILIATE MARKETING
Affiliate marketing are advertising
programs that are based on performance.
Most used methods of rewarding are:
 CPC (Cost Per Click)
 CPA (Cost Per Action)
 CPL (Cost Per Lead)
 CPS (Cost Per Sale)
Pro
 Only pay for value
 Brand effect is ‘free’ side-effect
Con
 Brand control
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32. AFFILIATE MARKETING NETWORKS
 ShareASale
 ClickBank
 CJ Affiliate (formerly Commission Junction)
 Amazon Associates
 eBay Partner Network (EPN)
 FlexOffers
 Pepperjam
 Rakuten Marketing (formerly LinkShare)
 Awin
 Tradedoubler
Whitelabel
 https://www.postaffiliatepro.com/
 https://tapfiliate.com/
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34. THE END
 Next session Wednesday, about:
 8B: PPC + Google Search Ads
 Tomorrow content will be uploaded and send to you by e-mail
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