
In the vast ocean of customer advocacy, senior executives are the big fish—elusive, influential, and highly valuable. Engaging these top-tier professionals in advocacy activities can propel your brand into new waters, enhancing your reputation and driving innovative currents throughout your industry. Here’s your fishing guide to catch and keep these prized catches on your line.
Choosing the Right Bait: Tailored Activities for Senior Executives
Just as in fishing, where the bait must be enticing enough to catch the big fish, the activities you offer should appeal directly to the interests and schedules of senior executives (remember--they're super busy!). Opt for high-impact, low-time-commitment waters where these fish swim. Ideal waters include:
Speaking at Industry Events: Give them a platform to share their wisdom and elevate their status in the industry.
Advisory Boards: Offer a seat at the table where they can influence and be seen among their peers.
Case Studies and Success Stories: Feature their achievements and business success, shining a spotlight on their expertise (but provide them with relevant statistics and metrics from folks on their team to help them tell the story, if they don't already have these numbers on hand).
Collaborative Content: Partner on white papers or research that positions them as thought leaders.
Avoiding Rough Waters: Activities Executives Steer Clear From
Not all waters are fruitful for fishing. Senior executives often avoid activities that:
Require extensive time commitments: Lengthy, frequent engagements can be a major turn-off.
Offer little professional gain: Activities that do not enhance their personal or professional brand might see lower participation.
Lack clear objectives or visibility: Executives prefer platforms where the impact and audience are significant and well-defined.
(read: these probably aren't the best candidates to join your community, unless your expectation is to have minimal involvement, and you provide an exclusive VIP area, specialized content, and events where they can network with other executives.)
Luring Them In: Incentives That Attract the C-Suite
To catch a big fish, you need more than just any bait; you need the right lure. Senior executives are drawn to:
Exclusive Insights: Access to cutting-edge industry reports and data can help them stay ahead.
Peer Networking: Opportunities to mingle with other top executives can be a powerful draw.
Recognition: Elevate their industry stature by showcasing their contributions and insights.
The Right Fishing Gear: Staffing and Tools
Every successful fishing expedition requires the right gear. When targeting senior executives, ensure you have:
A Skilled Crew: Include a Customer Advocacy Manager to steer the ship, an Event Coordinator to handle the logistics, and a Content Specialist to create engaging bait. Not enough budget for all of these roles? A skilled consultant (ahem..hi!!!) can help reduce some of this strategic and tactical load.
Advanced Tools: Utilize CRM software to track your interactions, event management tools to organize seamless experiences, and communication tools to keep in touch with your catch.
Measuring the Size of Your Catch: Outcomes and ROI
In fishing, the proof of success isn’t just catching the fish; it’s also in the size and value of the catch. Key metrics to measure include:
Brand Impact: Use surveys and sentiment analysis to gauge how advocacy influences brand perception and reach.
Lead Generation: Track new leads and business opportunities directly generated from advocacy efforts.
Engagement Rates: Analyze participation levels in various activities and their impact on relationship strength.
Innovation Feedback: Assess the quality and usability of product feedback from senior executives, correlating it with improvements and innovations.
Catch and Release: Ensuring Sustainable Engagement
Just as catch and release ensures sustainability in fishing, maintaining an ongoing relationship with your big fish ensures they remain advocates for the long haul. Regularly engage with them, respect their time, and continuously offer value to keep them swimming back to you.
Final Thoughts: Your Fishing Trip Awaits
Engaging senior executives in customer advocacy isn’t just about making a catch—it’s about creating lasting partnerships that benefit both your brand and the executives. With the right strategy, you can make these elusive big fish a thriving part of your business ecosystem. Happy fishing!
Comments