The Net Promoter Score basically has just one simple question:
How likely are you to recommend our product/service to friends and colleagues?
But most people miss out on a huge opportunity. Most people just collect the score, track it in a spreadsheet, report it to their boss and move on.
Most people assume that if they get a score of 9 or 10 from someone, that they will inherently start recommending the service to their friends.
The truth is that even if someone is predisposed to recommend your service, they might not know HOW or to WHOM they should recommend it to. They may be perfectly willing to sing your praises, but not know the appropriate way to do it.
Asking everyone you know to tweet a link might feel like a weird thing to do. But if someone gives you a score of 9 or 10, they are basically giving you permission to tell them how. There is no reason to be bashful about telling your promoters explicitly how they can promote you.
So how do you make the most of self-identified promoters?
1. Referral program
If someone has told you they are willing to promote your service, why not give them even more incentive to do so?
Affiliate/referral marketing programs sometimes have a sleazy reputation online, but think about Dropbox and Mailchimp whose growth engines are based on their referral programs. There is nothing wrong with promoting products you sincerely love.
2. Asking to leave reviews (Yelp, Amazon, etc.)
One of Promoter.io's NPS platform customer's recently emailed us with a problem. They sold a niche product that not everyone would be excited about. When they tried to engage their most engaged promoters, the promoters explained they didn't know anyone else who would want their product.
There is a simple solution to this problem: ask customers to leave a review online (Yelp, Amazon, Google, iTunes, etc). From our experience, only 1 in 100 customers will leave a review. Sometimes the number is a lot worse.
The fact is that the majority of your customers have likely never left a review for any product for any reason. It's not that they are opposed to doing so, they simply never thought of doing it before and don't realize how valuable a positive review is for an online business.
So next time you want to leverage your promoters, ask them to leave a review so that others can find your product more easily.
If referral programs and leaving reviews still feels like too big of an ask for your happy customers, one of the easiest ways to leverage them is asking for a simple testimonial.
After all, they probably already gave you a great testimonial quote already when you asked the second NPS question: What was the biggest reason for giving us that score?
If they gave you a 9 or 10 and they told you why they gave you such a good score, chances are it's a rave review already. So all you have to do is ask for permission to use the statement publicly on your homepage or sales content.
Alternatively, if you are asking them to leave public reviews on Amazon or Yelp already, you can copy their public reviews and reuse them on your homepage or email sales copy.
4. Social sharing
Asking people to tweet or Facebook a promotional message has a very limited effect. After all, the click-through rate on average Twitter links is generally far less than 1% and Facebook does everything they can to make you pay for all your promotions.
And yet, though least effective, this is often the one way people try to leverage promoters the most.
A more effective way to leverage social sharing is by combining it with testimonials. Nobody likes a braggart (we have the BEST service on the Internet), but if you are just quoting a happy customer (John says we have the BEST service on the Internet), it entirely changes the tone of your message.
Queue up a barrage of tweets and Facebook posts using Buffer or SocialOomph that are all customer testimonials. Mix it in with useful posts and inspiring quotes so that people aren't turned off by your messages. See Gary Vaynerchuck's book on the subject for more information about this technique: Jab, Jab, Jab, Right Hook.
5. Send them swag to wear
If I tried to sell you a cheap plastic water bottle for $10, chances are you would punch me in the face. If I tried to sell you the same water bottle with your favorite sports team logo on it, you would think I was giving you a great price.
People love stuff that shows off the brands they most admire. If you have built a product or service that people feel that way about, then do your customers a service and get them branded swag.
A great example of this is the Evernote Market. But you can give away your swag for free if you want extra brownie points. Alternatively you could even offer free swag if they leave an honest review, but check all the terms of services before you do that.
6. Leverage testimonials in FB advertising, target similar profiles using lookalikes
Many of my startup friends have played with Facebook advertising, and they have all reached the same conclusion: It doesn't work. You spend a lot of money and get very poor results. Then they give up and never look back.
That's a big mistake!
Facebook advertising can be extremely cost effective when done correctly. Unfortunately most people don't know how to run effective Facebook campaigns.
The key in all social media advertising is to find the right target audience for whom your message will resonate strongly. If you are advertising an NPS service to 65 year old retired people, you are wasting your money and Facebook will be able to tell your ad isn't resonating. In some cases Facebook will even turn your ad off for you when people don't engage with it.
One way to target a specific audience is by using your existing customers and creating a lookalike group from their profiles. Facebook lets you upload a list of email addresses and will use their machine learning algorithms to pick the 1-2 million people most similar to your customers in any given country. Take a look at this step-by-step tutorial if want more information about this technique.
And when making your Facebook ad, use the testimonials you gathered from the previous steps to get the best results.
Don't let the score be the end of your NPS campaign. It should just be the beginning. Identify your most excited promoters and give them specific instructions on what to do next. Don't be bashful when they have already opened the door by giving you a great score.
Do you have a creative way to engage with promoters that I haven't listed? Leave it in the comments!