The Best Advertising Is Done by the Customer
The figures speak for themselves—according to a study, 65 % of customers inform themselves before buying a product, reading customer reviews, and using them as a decision-making aid. 34 % also give a rating. If the reviews are negative, companies can lose potential customers even before they get in touch. But there are also ways in which companies can take advantage of customer opinions.
Stories & Emotion
How Do You Drive Customer Recommendations?
Attentive customer dealings are the key to efficient recommendation marketing. Therefore, to generate as many recommendations as possible, it should be made as easy as possible for the customer to produce them. For this purpose, the consumer can be offered various options:
- Your website—customer voices with picture and name
- Facebook—to gather feedback from customers, you need a company page. In addition, a “tab” must be added to make rating possible
- LinkedIn—if you are directly connected to the customers here, you can also ask them for a recommendation
1. Creating motivation for customers
Generating written recommendations translate to work for the customer. Therefore, it is advisable to find incentives for consumers to give feedback quickly and easily. Sweepstakes or discount promotions for the next booking/purchase have proven themselves especially successful in a social media context. Possible motivational incentives are, for example, 2-for-1 campaigns or goodies for recommendations.
2. Choosing the right time chevron
Of course, the customer must first try out the product before they can submit a review. However, it is crucial to choose a healthy distance between the purchase and the recommendation, as not too much time should pass.
3. Make recommendations easy
It should be as easy as possible for customers to make a recommendation. Companies should, therefore, ensure that communication also takes a certain incentive. If you convey an exclusivity to the consumer with sentences like “Be the first!” or “Discover our new product before everybody else!” they will be particularly happy to recommend a product to others.
4. Recommendations can also be negative
Negative references spread remarkably quickly. Should this happen, it is essential to acknowledge the criticism and feedback kindly and to make it clear in your reply that the problem will be fixed. The aim is to convey to the customer that their feedback is valued and taken to heart. Also, negative reviews give the company a chance to improve their products according to customer expectations.
5. Honesty lasts the longest
With the current focus on fake news, it is not advisable to manipulate testimonials, even if the temptation may be great. Most of the time, this is noticeable to customers and discourages purchase.
Due to their popularity and huge influence on their followers, mega- and macro-influencers are particularly popular with companies. The mention of a brand by these opinion makers can have a significant impact on the sales and image of a product. But of course, the cooperation between bloggers and companies is not free. Start-ups, in particular, often cannot afford to work with large influencers. Here it is worth taking a look at “creators” with fewer subscribers. If their target group fits perfectly with your own, this usually has a lot more value for the brand—as the recommendation reaches the right people, and wastage is prevented.
It is essential that the recommendation is authentic and not promotional, as otherwise, credibility is lost. Blatant and inept product placement can have negative consequences for the company and the influencers. The users lose trust in the blogger, which means that he is no longer an option as a multiplier and the company is now also negatively connoted.