How to Manage a Customer Advocacy Group on LinkedIn


As one of the most popular professional networking platforms online, LinkedIn has become business’s most favored website in marketing. By leveraging the social media channel, B2B companies can reach out to a wide range of potential partners, and regular consumers, who can later on be turned into brand and company advocates. To achieve success, customer advocacy facilitators should efficiently maximize the features of LinkedIn when deploying the following social media strategies: products/services advertising and marketing, customer outreach, and customer service. Your LinkedIn account’s ambassador should also be active in addressing complaints, queries, and other concerns.

So, if you are considering launching a dedicated business LinkedIn group for your customer advocates, here are some tips on how you can effectively manage your customer advocacy group.

Use A Unique LinkedIn Group Name With Consumer-Centric Description

In attracting members, it is crucial to choose a unique group name with an attractive description. Use the words “cares” and “community” to make it more unique, engaging, and consumer-centric. Your page description should be smartly written as well, embodying your business goals, and the goal of the group. This will result to more page likes and memberships, since more customers prefer brands that care for their needs.

Send Out Multiple Invitations To Join Your Group

You need to connect first to your intended demographics. You can use LinkChat, a built-in feature on LinkedIn where you can send out invitations to get your visitors to join your group. Although there is only 1% chance of conversion in this venture, if you send them a good reason why they should join you, they will most likely consider accepting your request, said Viveka Von Rosen, LinkedIn expert and author of LinkedIn Marketing: Hour a Day.

Replace the standard invitation template with a clear message about your group’s advocacies, intentions, and membership privileges. You can also use your corporate email newsletters when inviting people to your group. Include your website and LinkedIn group branding in the subject and include a very clear call to action like “Join Now.”
Welcome New Members With A Personalized LinkedIn Message

One of the tactics to help you grow a successful advocacy group is to get your new recruits engaged with the community quickly. The common practice being employed by B2B companies is to send an automatic messages about the nature of their business and the kind of services they offer through private inbox. We suggest personalizing each message for each receiver. Wise Outreach pointed out that online users don’t like automated messages, “No one wants to feel like they are talking to a faceless autobot when they interact with you over social media. So personalize your social media marketing strategy and use real team members in your ventures.”

Engage Your Followers With Interesting Posts

To engage your followers, you need to post a content they will read and comment on or share. Author D.J. Muller suggested on The Globe And Mail you can use pictures on your page to attract more readers to comment on your site. You can also try the following:

Add Videos – With video uploading pages such as Youtube and Vimeo, it has become easier to share them across various social websites. Add an interesting and interesting video and expect more visitors on your page.

Include links – present them with relevant studies useful resources (blogs and consumer-centric pages) so that they will feel that your posts are valuable to them.

Frequent Posts – Be active and consistent when posting content online.

Listen To Their Feedback

Your worst critics are your customers, but they are also your best advocates. The reason why LinkedIn has a two-way communication feature is for you to be able to reach them and vice-versa. Listen to their suggestions and include them in your product/and or service development. Alex Trudy wrote on Freshminds, “If you make it easy for them to do this and give them access to real decision makers at your brand, you will build huge social credibility with them.”

You can also let them contribute content, in on your blog to get their insights.

Always make sure you keep your members happy and you make sure your LinkedIn group full of interesting content and questions. To be successful in this customer advocacy venture of yours, you need to maintain your page and keep it as consumer-centric as possible.

About the Author


Jennifer Birch is a freelance blogger and guest publisher in various B2C and B2B blogs online. She finds joy in sharing her new found  knowledge about business, startup, and customer service on her blog entries. For more tips, follow her on Google + and Twitter.

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