What are the best tactics to entice brand advocates to give referrals and testimonials for the brands they love? We conducted a survey to find out.

1. Survey: How to Get the Most
Out of Brand Advocates

2. With the increasing importance of referrals and reviews in the business-to-
business (B2B) space, it’s becoming increasingly important for businesses to
organize their most passionate customers into an active corps of advocates to
trumpet their brand.
To understand how different core tactics might incentivize these customers to
advocate, we conducted an online survey examining which of the following
enticements most increase their likelihood to (1) give a referral or (2) write a
review, testimonial or blogpost for a “brand they love”:
• Direct, monetary or material incentives such as discounts, free swag or gift
cards.
• Social recognition (e.g., the company thanking the customer or sharing their
posts on social media).
• Inclusion in a customer loyalty or VIP program that offers perks such as
product previews and the chance to give the company direct feedback.
Abstract

3. Customers’ Likeliness to Give a Referral for Incentives
Of those willing to give referrals, over half were at least “somewhat more likely” to
refer a friend or colleague in response to any of the three enticements.
Direct incentives
Recognition
Loyalty program
0% 20% 40% 60% 80% 100%
Much more likely Somewhat more likely
Not at all more likely Less likely
Percent of sample

4. Customers’ Likeliness to Write a Review for Incentives
Forty-two percent of those willing at all to write a review said that direct incentives
would greatly increase their likelihood to write one for a brand they love.
Direct incentives
Recognition
Loyalty program
0% 20% 40% 60% 80% 100%
Much more likely Somewhat more likely
Not at all more likely Less likely
Percent of sample

5. Customer Willingness to Give a Referral or Write a Review
Significantly more customers said they would never write a review (37 percent)
compared to those who said they would never make a referral (26 percent).
26%
74%
Would consider referring or writing
Would never refer or write
37%
63%
Write a Review or TestimonialRefer a Friend or Colleague

6. Impact of Recognition on Likelihood to Refer by Customer Age
Those between the ages of 18-34 were far more likely than older respondents to
say receiving social recognition would increase their likelihood of giving a referral.
18-34
35-54
55+
0% 20% 40% 60% 80% 100%
Much more likely Somewhat more likely
Not at all more likely Less likely
Percent of sample

7. Impact of Recognition on Likelihood to Write a Review by Age
18-34
35-54
55+
0% 20% 40% 60% 80% 100%
Much more likely Somewhat more likely
Not at all more likely Less likely
Percent of sample
Forty-four percent of the youngest group said social recognition would make them
much more likely to write a review, compared to just 12 percent of those over 55.

8. Software Advice™ is a trusted resource for software buyers. The company's
website, www.softwareadvice.com, provides detailed reviews, comparisons and
research to help organizations choose the right software. Meanwhile, the company’s
team of software analysts provide free telephone consultations to help each
software buyer identify systems that best fit their needs. In the process, Software
Advice connects software buyers and sellers, generating high-quality opportunities
for software vendors.
@SoftwareAdvice /company/software-advice
@SoftwareAdvice/SoftwareAdvice
Read about our findings in more detail.Read Report