Customers are wonderful because they buy from you. But that isn’t the only reason. They can take your brand to an entirely different level.

Of course, not all customers are made equal. In the same way, we have an assortment of friends.

• There is the old friend, who you share lifetime memories with.
• The supporting friend, always there with help and encouragement.
• The wise friend, a fountain of wise advice.
• Transient friends, sharing current experiences.
• Friday night friends: because we all need the odd bit of crazy.

Regular customers are, of course, essential.

But there are specific groups of customers who can revolutionize your marketing. They can help you develop your brand, grow sustainably, continually improve what you do, and be your best advocates.

Your power users and devoted fans are the secret weapon in your marketing.

If you understand who they are and how to optimize them.

Identifying a Power User

A power user is an extremely distinctive beast.

This group uses you on a very regular basis and is extremely well-versed in what you do. That is not to say they love everything about what you do. They don’t, but they enjoy contributing to helping you do better.

They will revel in giving you continual feedback. They want to be involved in how what you do develops.

And they know what they are talking about because they are fully engaged with every aspect, any extra features or services you have.

Their feedback is a hugely positive thing. They are your market research and testing rolled into one. They will identify issues, suggest improvements, additional features, and services, and be quick to tell you if something is going wrong.

Don’t wince that it is “them again.” They will continually be the first to shout about any bug in the system but they genuinely want to help you fix it. Their feedback is positive and constructive.

You will see them on social media, reacting and commenting to your content and sending you messages to contribute. They will join in discussions and visit your profile and content regularly.

Spot power users by the volume of their feedback in combination with their regular use.

Spotting the raving fans

Your devoted fans will also engage with you on social media. But there the similarity stops.

They may not be using you as regularly. But that doesn’t matter. They are still incredibly valuable.

These fans are not bothered if what you offer is less than perfect. They are too committed to care.

Nor do they see themselves as part of product development. They completely buy into the value you offer, and what the brand stands for. They believe you are the only company like it, which makes them incredibly loyal.

As a result, they are passionate and vocal supporters. They promote you to their friends and followers on social media. They will even defend your reputation and they have an immense sway when it comes to winning brand awareness and loyalty not to mention bringing you new customers.

They stand out for their extremely vocal affinity to the brand. You will also see them get involved with brand-related activities rather than just product ones. They will be happy to appear at events and often share your content.

Spot the fans by how they rave about what you do and your brand to everyone, everywhere, and how much they get involved.

Nurturing both groups

Just as their behaviors differ, power users and fans respond to different ways of being looked after. And it is worthwhile taking the time to do so. When looked after well, they will help you grow your business.

1. Fans want to belong to your community of brand and product fans, people who think like them and feel like them. Provide them with opportunities to interact with each other so that they can do that. This is a great resource for developing your fan following in more detail.
2. Fans also respond to brilliant customer experiences to make them love belonging even more. Rewarding their loyalty with incentives and perks is important but less so for their value than to know you appreciate them.
3. Power users want to be involved and contribute to development, so once again, it comes down to giving them the right platform. Feedback channels are good but forums are better. A vibrant community forum means they can share tips and experiences with you and with others.
4. They respond to first-class customer support which encourages loyalty and trust. Some power users will become brand advocates, and it is wise to look out for those who actively do so and or lead others in the forums.
5. Reward power users with perks that involve them in the product; extra training, behind-the-scenes access, exclusive content or resources, and gamification if relevant.
6. Above all, power users want to have their contributions listened to. Interact with them, take on board their suggestions, and, where appropriate, adopt them too.

The ingredients of a perfect sauce

Imagine a world where groups of your customers have taken over your whole brand, continually telling everyone all about you and how wonderful you are. That’s what fans do.

Fans don’t just buy but become your tribe of devoted promoters telling the world about you.

Imagine a second group, of people who give you fascinating and relevant feedback, that enables you to stay ahead of the game with product innovation. There are you power users.

With these groups in full swing, you don’t have to push products at anyone.

The followers and fans take over and make you so desirable that others will be crying out to buy.

They are truly invaluable assets.

So nail your of customer persona, and sub-group so that you fully understand both types.

Then leverage them by catering to each group, providing them with precisely what appeals to each of them.

They are worth it.