We all know the internet has changed how we interact with information, most notably how easily we access it and how quickly we share it. As a business owner, you can’t afford to ignore the power of word of mouth marketing in online and social media spheres. Information has become a social currency, and you need to find a way to tap into that pipeline of sharing in a way that makes consumers want to spread your message for you.
Why is this so important? Outbound marketing isn’t what it used to be. With DVRs in the household, 86% of consumers now skip ads completely (or fall back on muting the sound or changing channels to avoid ads). In addition, 75% of consumers mistrust advertising. What do they trust instead? Other consumers.
It turns out that 92% trust brand recommendations from family and friends, and 88% place equal trust in online peer reviews. You need to get in on this action. Consumers mention brands in casual conversation 90 times per week on average, and you want to be included. How can you get involved? Here are a few strategies to employ.
Focus on Customer Service
One thing the internet has delivered in spades is choices. Consumers have endless options to access products and services, making it even harder for brands to stand out in a crowd and gain market share.
One way to differentiate your brand when products or services are similar to competitors is to deliver a truly exceptional customer experience. Pay attention to shopping patterns and track customer complaints to spot areas where you can improve. Go the extra mile to greet customers, offer friendly service, and even deliver extras that cost you very little, but improve the overall experience for every customer.
Create a Community
It’s not just that millennials are hyper-aware of their buying power and expect brands to woo them—in this fast-paced world, people want to feel connected, to each other and to the brands they support. A compelling online community can become like a perpetual motion machine in this regard.
Consider REI, for example. This brand caters to outdoor lovers with products designed to help customers live their best lives. They also get people involved by offering classes within their local communities.
As for online efforts, the brand brilliantly launched the #OptOutside campaign, whereby they close their stores on Black Friday, urge customers to get outside with their family instead of shopping the day after Thanksgiving, and of course, invite them to share their experience. The first year alone, 1.4 million people and 170 organizations participated.
Prompts and Incentives
Sometimes all you have to do is ask customers for word of mouth mentions. Prompt them to leave reviews or refer your brand to family and friends if they enjoyed their experience. You can incentivize their participation with extras like discounts, a higher tier of membership, or access to exclusive merchandise, just for example. With the right rewards, you can encourage customers to advertise your brand as a trusted source of information.
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