Social media plays a BIG part in influencing consumer’s behavior in today’s sharing society. Whether it’s a company Facebook video that goes viral, or an unsatisfied customer’s Twitter rant that start trending, social media has the power to break or make your business.
Today’s digital-savvy consumers use social media for a variety of functions in life, including assistance in the five-step purchasing process. When presented with a purchasing decision, consumers often check social media for peer recommendations, new brand discovery, and product comparison.
Sometimes this effort is deliberate, and other times, it’s subliminal (how many disgruntled customer Facebook rants have you read in the past few months?).
People make purchasing decisions off other people.
We’ve always known consumers are more likely to buy something if it’s recommended to them by someone they know and trust and social media provides an easier-now-than ever avenue in which to access these recommendations (or warnings).
Today’s consumers are getting the majority of product recommendations via social media – not by face to face chats or water cooler banter – a consumer trend that can either be a marketer’s best friend or total enemy.
Here’s a little marketing tip regarding social sharing - make sure that your product pages have links to social media so that your customers can tell their friends about the great product they just found on your site. We want to make is super EASY and convenient for customers to share their positive feedback with their pals. Oft times, a satisfied customer will not look for extra steps to provide you with a fab testimonial – even if the product or service was exceptional. Making a casual digital prompt a great way to encourage social sharing from happy customers.
Let’s look at an example:
People trust people that are like them.
Social recommendations don’t even have to be from close friends (though these are most influential) – consumers trust recs from people like them (similar demographics to your target market). Hence why testimonials are very, very big in today’s marketing world.
Let’s look at an example:
The referring platform matters.
It’s important to note that while social recommendations and testimonials are GREAT – they aren’t all equal. Different platforms yield different results.
Here’s some data reported by AdWeek in 2015:
Now consider your company’s current customer/product recommendation strategy.
Inventory your current offerings. Does your site integrate social sharing features? Do you contact satisfied customers for testimonials for future promotions? Do you provide mail-in comment cards?
Brainstorm three social sharing updates designed to boost your brand. It may be as simple as incorporating social sharing button into your website, or it may involve developing a customer reach out program in which to collect testimonials.
About the Author:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.