Here’s the good news: every company has at least a handful of very happy customers; otherwise, how would they stay in business?

The not-so-good news is 58% of companies do not know who their customer advocates are, and 80% do not leverage their advocates to help fuel growth, which is a huge missed opportunity because advocates can be a valuable asset as they can help you attract new customers and build brand loyalty.

One of the challenges many companies have, though, is how to identify advocates. Below are five ways to jump-start your advocate search:

Look for customers who have left positive reviews.

One of the easiest ways to identify customer advocates is by looking at your online reviews. Customers who have left positive reviews are likely to be happy with your product or service and can be potential advocates. Send a note back thanking them for their feedback and encouraging them to share their experience with others. You can even ask them if they would be willing to share their story on a video.

Keep an eye on social media.

Social media platforms are a great way to monitor customer feedback and identify advocates. Keep an eye on hashtags, mentions, and comments related to your company to see who is talking about you. These customers may be willing to share their experiences with their followers, making them valuable advocates.

Identify customers who refer others.

Customers who refer others to your business are likely to be advocates. Keep track of referrals and reach out to these customers to thank them for their support. You can also offer incentives for referrals to encourage them to continue spreading the word about your company. Anyone who refers someone to you may be a perfect person to share a video.

Analyze customer behavior and engagement.

Customers who are highly engaged with your brand, such as those who frequently interact with your social media posts or attend your events, are likely to be advocates. Look for patterns in customer behavior and engagement to identify potential advocates.

Survey your customers.

Another way to identify customer advocates is by surveying your customers. The Net Promoter Score (NPS) asks a simple question: on a scale of 1-10, how likely are you to recommend us? Anyone 8 or higher is someone who really likes you and is likely to agree to be an advocate. 

Identifying customer advocates is essential for building a loyal customer base and attracting new customers. By looking at online reviews, social media mentions, referrals, customer behavior and engagement, and surveying your customers, you can identify potential advocates and leverage their support to grow your business.