Three Proven Ways Digital Marketers Can Turn Customers Into Influencers!
By Aditi Bhat
Every student pursuing a professional course in digital marketing knows that one of the fundamental purposes of marketing is to influence. Marketing relies on branding, advertising, and endorsing to influence consumers and create a positive opinion about the product or service.
Although digital marketing works well, there’s a fundamental flaw in its working. The consumers look at paid content with a pinch of salt. It doesn’t hold the same authenticity as word of mouth or a friend’s recommendation.
The authenticity factor
Do you trust Amitabh Bachchan selling you hair oil to cement? How effective is it? Won’t you prefer a more authentic source for helping you create an opinion about the brand you want to buy?
Turning customers into brand ambassadors
Influencer marketing is undoubtedly the most effective way to reach your customers for a straightforward reason - it’s by the customers and for the customers. The credibility factor in influencer marketing helps customers create strong and unbiased opinions about products and services.
There are tried and tested influencer marketing strategies that can help those pursuing a digital marketing course understand and learn the subject better.
That being said, here are three ways to turn your customers into influencers
Offer customers a platform/chance to express their opinion
A customer review is like a double-edged sword. While a positive review is as good as a testimonial for your product, a bad review can turn things upside down. For a digital marketer, getting happy customers to endorse the product is a golden opportunity.
A good digital marketing strategy always provides the customers with a platform to express their satisfaction by introducing a series of call-to-action communication after the purchase is made. By employing techniques like ‘rate your experience’, like and share button options, you can turn your customers into authentic endorsers.
Give it the personal touch
Your loyal customers are happy to have your product add value to their lives. But that should not be the final goal for you as a digital marketer. A loyal customer’s true potential lies in him/her becoming a proactive product endorser too.
By creating personalized communication in the form of thank you mails, refer to a friend or
share your experience with your friends etc., a digital marketer can employ loyal customers to become mini brand ambassadors. An added advantage is that you can also possibly target a niche
Social media platforms such as Instagram and Facebook are witnessing a trend where brands and
their loyal customers are collaborating to create mini online marketing strategies on an individual
level. Instagram users are profiting from such a collaboration by allowing the brands to tap into
their subscribers/followers base. Many brands offer exclusive incentive schemes to their
customers exclusively for digital platforms like Facebook. This draws us to our last strategy.
Offer relevant incentives to customers
Although a satisfied customer will go all out in making your brand earn good street credit, it’s a
masterful touch of good marketing to reward them for this selfless service.
Put your money where your followers are
Incentive programs, discount coupons, sponsored trips, featuring them in your achievements and
gifting life-time membership etc. are founding steps to building a strong and profitable
relationship with your customer.
The good influence
Marketers are left with a little choice not to consider influencer marketing. A 2017 survey by Tap Influence revealed that 40% of customers made a purchase after seeing an influencer ad on social media. More and more internet users have installed ad block software making retargeted advertising ineffective. There’s a shift from paid to organic in social media marketing strategies.
All in all, if you’re pursuing a digital marketing certification course, you will do well to remember that in the end, it’s all about the customer. Find out ways to form a personal connect with them and strive to take criticism in the right way!