• Leveraging the Voice of Your Customer to Enhance Your Content Marketing Strategy

    Word-of-mouth marketing content

    Your customers are your best source of marketing content.

    We all know the challenges marketers face in creating engaging content that not only captures the attention of prospects, but also delivers value to existing customers.  We also know from recent studies that social savvy consumers look to their peers to learn about new products and services. Recommendations from peers—as opposed to those from brand marketers—come with a higher level of trust and authenticity. As such, leveraging the voice of your customers for word-of-mouth marketing is one of the most powerful ways for marketers to supplement their content marketing strategy.

    Word-of-mouth marketing is no different in the age of the social customer; it’s about people who like your products and services—brand advocates—telling other people about the value of your company’s offerings. But it’s not just important to know this; marketers need to find effective ways to operationalize word-of-mouth marketing in a way that generates leads.

    So how can marketers effectively leverage word-of-mouth marketing to increase brand awareness, boost conversions, and drive revenue? Imagine a giant room where your customers are interacting with prospects and recommending your products and services based on their genuine belief in the value of your company’s offerings. Add to this the ability to take your customers’ endorsements and leverage them as part of your content marketing strategy. The version of this imagined room exists in the form of a branded “customer community.”

    Customer communities connect prospects to existing customers and help marketers leverage the voice of their customers as vibrant, dynamic marketing content that can drive new customer acquisition. Unfortunately, many companies continue to be stuck in the old mentality of maintaining total control over the content around their marketing messaging. The truth, however, is that the world’s most successful brands have surrendered control over user-generated content and are facilitating people talking to people about the brand. These organizations realize that trying to control the marketing message in the era of social no longer works, and leveraging the voice of customers is one of the most effective ways of converting prospects (and even skeptics) into customers.

    To put user-generated marketing content to work for your organization, marketers must think strategically about customer experience management (CXM) and how customer communities fit into the larger CXM strategy. Customer communities—whether they develop on your brand social media pages or are hosted on your company’s website—give customers a place to openly engage with each other and your employees around your products and services.

    By bringing in conversations from the social web—from places like Facebook and Twitter—and pulling them into a branded community on your website, marketers can create valuable content that grows as more customers engage with those conversations. These social conversations, in turn, become more permanent and discoverable, improving the SEO of your brand’s website.

    These conversations don’t need to be limited to brand pages on social media sites or customer communities that live on pages separate from your company’s homepage or product listings. This type of genuine, word-of-mouth marketing content can also be embedded onto targeted webpages along the ecommerce shopping path, product listing pages— and even specific landing pages for banner ads or email campaigns.

    One company that is doing a great job of leveraging word of mouth marketing is Kiddicare, the UK’s largest baby online retailer. Kiddicare deployed a Get Satisfaction widget on their ecommerce site that allows customers to give praise, ask questions, offer feedback and ideas or report an issue.

    Kiddicare then embedded praise and questions about each product from the community next to that product on their e-commerce site.  This way when prospects who are considering purchasing the product can “Ask Questions” from other customers in the Get Satisfaction community or even get answers from manufacturer’s representative who are also part of the community.

    Customer advocates and product champions answer pre-sales questions for shoppers. When prospects want to engage in conversation with the community, they remain in the ecommerce shopping flow, while getting answers to pre-sales questions. Without this technology customers would leave the e-commerce site and go to a separate place like your Facebook brand page and likely abandon the shopping flow. By making customer endorsements available in real time to prospects—and operationalizing word-of-mouth marketing—you reap the many benefits of having a customer community.

    Customer communities provide a strong repository for relevant social content that can help you drive more revenue from your social and content strategy. The voice of the customer can make your content much more relevant and dynamic. What are you doing to put the voice of the customer to work for your organization?

     

    *Image courtesy of BigStockPhoto.com

    Subscribe to the Social Studies blog for the tools to unleash the power of customer conversations.


    Previous post link
    Next post link
    Wendy Lea

    About Wendy Lea

    Wendy Lea is the CEO of Get Satisfaction. Wendy currently serves as an angel investor, strategic advisor and board member for a long list of startup companies. Wendy chairs the board for women’s entrepreneur group Watermark and serves on the board of Silicon Valley Social Venture Capital (SV2.org) and Corporate Visions. She has been recognized as a Top 100 Woman of Influence in Silicon Valley and was awarded the Watermark’s “Woman Who Made Her Mark” award.

    10 Comments

    1. That is really attention-grabbing, You’re an overly professional blogger.
      I’ve joined your feed and stay up for in
      the hunt for extra of your magnificent post. Also, I’ve shared your web site in
      my social networks

    2. Hi, Neat post. There is a problem with your site in web
      explorer, would test this? IE still is the marketplace leader and a good portion of people
      will miss your great writing due to this problem.

    3. Howdy! I could have sworn I’ve visited this site before but
      after browsing through many of the posts I realized it’s new to me.

      Anyways, I’m certainly pleased I came across it and I’ll be bookmarking
      it and checking back regularly!

    4. Having read this I believed iit was extremely informative.

      I appreciate you spending some time and effort to put thi informative article together.

      I once again find myself personally spending a lot oof
      time both reading and commenting. But so what,
      it was still worthwhile!

      my homepage – online

    5. Hello! I just wish to offer you a big thumbs up for the great
      information you’ve got right here on this post. I’ll be coming back to your blog
      for more soon.

    6. Hello, i think that i saw you visited my web site thus i
      came to “return the favor”.I am attempting to find things to improve my
      website!I suppose its ok to use a few of your ideas!!

    7. This is my first time pay a quick visit at here and i am truly happy to read all
      at single place.

      Here is my page … Girl Activation System today

    8. Thanks , I have just been searching for info about this subject for a long time and yours is the greatest I have discovered till now.
      But, what about the conclusion? Are you sure concerning
      the source?

      Also visit my homepage: sanitas skin care

    9. What’s up to all, the contents existing at this site are in fact awesome for people knowledge, well, keep up the nice work
      fellows.

      My webpage … Star Wars Force Collection Hack (pinterest.com)

    10. Quality posts is the key to be a focus for the viewers to visit the web site, that’s what this site is providing.

      my homepage … Star wars force collection hack; https://www.facebook.com/,

    Leave a Reply

    Your email address will not be published.

    You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

    Scroll To Top