Word of mouth marketing is arguably the most desired form of marketing. If you play your cards right, your customers will do all the hard work for you. That feeling when your existing customers start recommending your product to their friends and colleagues is truly priceless. According to a study by Nielsen, earned media (aka word-of-mouth) is 92% more effective compared to all other forms of advertising.
While some products and services naturally produce chatter, there are particular actions brands can take to stimulate word of mouth promotion. Nevertheless, getting your customers’ attention in this day and age when their emails and social media platforms are filled with promotional messages from other companies is a challenge in itself. You could easily end up alienating a customer or losing them altogether.
Your customers have more choices than ever and price comparison is only a few clicks away. So how do you get their attention?
Offer something in return
We all love to get freebies from time to time. If it’s something your customers genuinely like, they will likely go the extra mile to get it. Let’s say you want reviews for a certain product; what incentive do customers have to write a review for you? If they are advocates of your brand, they might be more easily persuaded, but the majority of your customers are not your fans (just yet).
Stamped.io is a great tool for helping to build brand advocates. The product review platform enables you to collect reviews from actual customers and use their words to promote your business. It lets you send emails to your customers automatically and requests them to provide reviews for their recent transaction.
The software also integrates with LoyaltyLion to increase the engagement rate and reward points to customers for performing any activity on your website. The activity could be reviews, signups, referrals and plenty more. Once the customer has enough points they can redeem them for products online. LoyaltyLion’s dashboard shows you exactly how your program is performing so you can tweak it accordingly.
Make it super easy to leave a review
To make it easier to obtain reviews and testimonials, ask your customers to share their experiences on social media so you can track the engagement. Are you selling headphones? Reach out to customers who share selfies of your products with an invitation to leave a review via email in exchange for some points. Make sure you are regularly promoting the review for points feature to build awareness and encourage customers who are actively promoting your products already on social media.
Ditch the pitch and tell a story instead
Get rid of that sales pitch that you have memorized. You should instead focus on engaging customer by learning about their needs. When they understand your priority is to solve their problems, they will be more than happy to pay for it.
Storytelling is an art and one of the best ways to stay on top of your customer’s mind. Every great story has interesting characters (customers or employees) doing extraordinary things (using your products and services in innovative ways) told in an authentic way (great marketing and no sales pitches) and reinforced with great visuals.
When you think about it, the concept of storytelling isn’t new, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of marketing initiatives have become a strategic priority. Marketers have been telling stories for the longest time. Whether it be through advertising, in-person brand experiences or through social media. The critical element of brand storytelling lies in fiction writing, which ecommerce marketers should strive to do well.
Tell them how to talk about you
The majority of people are passive consumers — they will use your product, silently form an opinion about it and never really influence other prospective customers. That’s the reason why you need to explicitly ask for the mention. Be clear what you want, where you want it, and the text to copy and paste if applicable. Change.org does this really well. Once you sign a petition, they take you to a page where you only need to add a personal message and with one single click, the petition is shared with your Facebook friends.
Use Stamped.io to collect genuine reviews of your products, with automated survey and in-email forms, so your customers experience a simple and easy reviews process, right from their email.