The success or failure of your company relies heavily on your brand’s ability to get customers talking. I’m not referring to what it sells and how it does business, but who it is, what it stands for and most importantly, how it is able to influence fans and customers to take part in it’s growth. A 3-dimensional marketing strategy allows the customer to become a part of your brand and gives them a channel (i.e. the right tools) to promote it. Most brands rely on 2-dimensional marketing which basically just consists of the actions that push your message to your target audience. Most small businesses start off with 1-dimensional marketing which relies almost solely on referrals and existing relationships. Although 1 and 2 dimensional methods still do work, they are extremely hard to replicate without endless amounts of time and money.
The goal with a 3 dimensional marketing strategy is to get your customers and fans talking about you more than you’re talking about you. In a sense you could call it “buzz” marketing. In today’s world, we can actually measure “buzz” marketing and in some ways control it. The infographic below, provided by HubSpot, shows that consumers believe 90% of brand recommendations from friends and 70% of brand recommendations from reviews. It also shows that the average consumer discusses 90 specific brands per week. These are all achieved by simply getting your customer to talk.
As you can see by the numbers above, implementing a strategy that gets your customer base talking is critical. Determining which tactics get your customers talking is the challenge but it doesn’t have to be difficult. Start with small changes. Just by adding a “Like” button to each product on their website, American Eagle, was able to get customer to spend 57% more money.
You could even take this a step further and create an incentive for people to share you with their friends. For example, at Social HubSite, the first time a new member logs into their dashboard we ask them to share us with their friends/colleagues before being able to access their dashboards. By that point they will have received enough information to impress them, of course that’s why they joined in the first place, to share confidently with their friends. So far we’ve had over 700 social media shares in just the past week nearly doubling our traffic and even better yet, 50% of that traffic converted into new members. In a nutshell, the traffic we are getting from social sharing converts far better than any other activities we have going. I will say that the “other” activities (Organic SEO, Adwords, Email Marketing, Content Marketing, etc.) do provide the baseline traffic needed to enough people to start the process.
So to conclude today’s post, start thinking of ways to get your customers talking. What’s important to your customers? Why do they ultimately need you in their lives? What do your customers value? Why do they like you? Why do they love you? Just understanding 1 or 2 of these points will make “how” to get them talking and sharing you with their circle of contacts much clearer.
In the next post I’ll break down a few specific tactics that you can implement into your website and other social media outlets.