05 Mar How To Transform Customers Into Influencers
We live in the age of “right now.” People expect things to happen on demand, and if they have to wait, they move on to your competitors to see if they can provide the same product or service just a little bit faster. With the demand for immediate satisfaction, the world has changed. This includes how we communicate. Social media has become the go-to medium for social interaction and communication — both good and bad. That’s good and bad news for companies in the 21st century. If your product or service is deemed sub-par by just one customer, the world will know about it. On the bright side, companies that consistently provide exceptional products or services, as well as exemplary customer service, can consistently transform customers into influencers. In this blog, we’ll discuss how they do it.
Impress your customers
A business’s two main goals are to satisfy customers and turn a profit. In most cases, the latter will be dependent on the former. If you want your customers to shed a positive light on your business, you have to give them a reason. There are many ways to do this. The first step to turning customers into influencers is to provide your customers with value they can’t get anywhere else. Send thank-you notes, use their names when communicating, and ease up on the greediness. A successful business values a long-term relationship with its customers over a quick little bump in revenue. Analyze your relationship with your customers and leverage positive interactions to help grow your business.
After both positive and negative interactions, seeking feedback from your customers is a crucial step in turning customers into influencers. When you ask customers for feedback, they feel valued, and you minimize the risk of a negative review reaching the world. Allow your customers to communicate their gripes directly to you. They may not feel the need to share negative thoughts on social media or other public platforms. When the feedback is positive, congratulations, you’ve got some new social media content to post.
The benefits of making your customers feel valued are too plentiful to list. To sum them up, nearly half of happy customers are likely to share their interactions on social media, a Sitel Group study found. I don’t know about you, but if half of my happy customers share their interactions on social media, I’m going to do everything to make sure every customer receives an exceptional experience.
Influencing has become the dream job of millions of Millennials and Gen Zers alike. They differ from previous generations. One way is that sharing their thoughts regarding products or services is no longer a burden. In fact, it’s become something they really really want to do.
Incentivising customers to take action is an age-old trick. It goes without saying that the better the incentive, the more likely the customer will take the action you want. Offering your customer free products, services, or discounts is proven to turn paying customers into influencers capable of reaching thousands, sometimes millions of people, at little cost to you. Keep one thing in mind, the more attractive your brand, the more likely people will want to share and be associated with it.
Appeal To Your Buyer Personas
Let’s talk branding. The more attractive your brand is to your target market, the more likely they’ll want to associate themselves with you. I mean, duh! That’s pretty common knowledge, but ask yourself this: If you were your own customer, would you want to be an influencer for your brand?
Analyzing buyer personas, competitors, and demographics is a great way to gain insight into what your customers find appealing. The goal isn’t just to get people to buy your product or service; it’s to get people to want to share the positive emotions they experience with your brand. You can learn more about finding your brand voice with one of our blogs here.
Another crucial step is transitioning your branding into an attractive social media page that your customers can refer to and think, “yeah, I want to be a part of that.” An example I like to use is Patagonia. They’ve got a fantastic Instagram page that appeals to their target market by posting photos of climbing, hiking, surfing, and other adventures. And yes, their target market is more than just frat kids at the University of Arkansas or the tech bros of Silicon Valley. Patagonia’s social pages communicate their values, ones that are shared by their core customers: climbers, surfers, and adventurers alike.
Let’s do a quick exercise. Close your eyes and imagine yourself as a hiking or climbing enthusiast. Now take a look at Patagonia’s Instagram page. Doesn’t it draw you in? Does it feel familiar? Of course, it does. When customers purchase from Patagonia, they do it because of their shared values and desire for adventure. If people purchase for those reasons, they’ll post on their Instagram for those reasons.
Invite Customers To Share Their Experiences
“You miss 100% of the shots you don’t take” -Wayne Gretzky -Michael Scott.
(Shoutout to all of The Office fans out there.) What’s the worst thing that could happen by asking your customers to share their experience? Social media is filled with people awaiting an opportunity to influence. I can name 10 people off the top of my head that would like nothing more than a chance to become an influencer. Offering small discounts and reposting customer photos are just a few ways to encourage customers to share their experiences without the cost of more significant incentives like free products or services.
Turning customers into influencers should be a goal of every business. It comes down to knowing your customers and providing them with a unique experience and exceptional customer service at the end of the day. If you’re a business owner looking to scale up your business, get in touch with us.
We look forward to meeting you!