The use of social networks and contacts in the broad sense for marketing strategies is a trend of the new time. But while progressive brands are trying to master the purely technological aspects of working on digital platforms, some companies are also involved in the implementation of word of mouth tools. Moreover, consumers themselves will have to act as implementers of this concept, using the feedback platforms. The idea is not new, but still effective. It is important only to properly approach its use, which will help the following tips.
1. The development of emotional connections
The consumer’s desire to talk about the brands whose services he uses does not just happen. For this, favorable conditions are created initially, naturally pushing a person to share interesting facts about the company's products with others. First of all, the emphasis is on emotions.
Building connections between a particular product and things that affect the feelings of the client will lead to the desired effect. What exactly can become such a unifying element should show the results of the study of the target audience. For example, styling furniture to design headsets of the 20th century for many older people will cause associations with childhood, which may well work.
2. Change the format of reviews
There are almost no brands left that would refuse their customers the opportunity to express opinions about their products and services. The only catch is that most of the reviews are typical, if not template. Even big business often approaches this option formally. As a result, a potential client who wants to learn more about the practice of using the product will read a completely typical set of characteristics that are present in the same form on a competitive platform. Therefore, it is so important to initially offer users non-standard speech formats in a more complete form, avoiding the established wording.
3. Questions for customers
Disclose in customers the desire to talk as much as possible about the product will help special questions. Ideally, to attract new buyers, the review should be similar to an intriguing and fascinating story, which will also interest those who accidentally entered the page. The simplest set of questions on the basis of which the story will be built can be as follows:
- What was the purpose of accessing products / services?
- What was the use process like?
- What is the final effect?
4. Set the right start
A very crucial stage, which can set the culture and style for future statements about the brand. When the feedback page only opens for work, it is advisable to contact the group of the most loyal and initiative clients and ask its representatives to share their experience as the first authors. The nature of subsequent posts with comments will depend to a large extent on how they write the first reviews, since people try not to depart from the given stylistics of the communication environment they fall into.
5. Reward for told stories
The storytelling practice cannot be held back by the enthusiasm of the backbone of the target audience. Sooner or later, the question will arise about additional stimulation of interest in statements by a wider audience of consumers.What mechanisms can be used to promote this activity? There are a lot of them, but it is best to use rewards that open access to new levels of service, services and corporate options of a premium nature. Conversely, it is advisable to refrain from direct payment. Such approaches to promotion often reduce the quality of feedback stories, since they are increasingly becoming paid and no longer cause credibility.