Use Your Words: Leveraging Customer Conversations to Enhance Your Content Marketing
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No one believes your brochures, banner ads or billboards. What people trust are words straight from your customers’ mouths. From keywords, online reviews, and conversations taking place across social media, it’s easier than ever to listen to what your fans, haters and ambassadors are saying. Learn how to identify your different types of customers online; explore ways organizations can incorporate user-generated content into marketing campaigns; and understand the realities in making customer reviews an effective part of your brand’s marketing strategy.
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Use Your Words: Leveraging Customer Conversations to Enhance Your Content Marketing
- 1. LEVERAGING CUSTOMER CONVERSATIONS TO ENHANCE YOUR CONTENT MARKETING Marisa Peacock the Strategic Peacock
- 3. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 WHY YOUR CUSTOMERS’ WORDS MATTER ▸ 70% of people rely on customer reviews before making a purchase. ▸ Nearly 81% of the consumers seek out the opinion of others online before making a purchase are categorized as Millennials. ▸ Millennials say they are more likely to visit user-generated review sites like Yelp or Angie’s List, while consumers 35 years of age or older are more likely to rely on independent review sites like Consumer Reports. ▸ About 72% of millennials say they take their “friends” opinions into account, while 46% of older consumers trust the opinions offered by those in their social networks. source: Mintel, 2015
- 4. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 WHY YOUR CUSTOMERS’ WORDS MATTER? ▸ Customers often use words that you might not have thought to use. ▸ The words customers use provide perspectives on how they are using your products and the considerations that influenced their decision to purchase.
- 5. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 WHERE TO LOOK? ▸ There are lots of places to look for the words your customers are using when they talk about your brand or products, including: ▸ Surveys ▸ Blogs ▸ Review sites ▸ Observations in store ▸ Social media ▸ Point of sale ▸ Customer Service ▸ Online Communities & groups ▸ Email and web forms ▸ Keyword searches
- 6. REVIEW SITES Yelp What to look for: ‣ adjectives ‣ locations ‣ products purchased ‣ reasons for shopping
- 7. REVIEW SITES retailer websites What to look for: ‣ demographics info — age, gender, location ‣ criteria (small space, large room) ‣ expectations vs. results ‣ reasons for shopping ‣ pain points ‣ surprise delights
- 8. REVIEW SITES retailer websites
- 9. REVIEW SITES retailer websites
- 10. SOCIAL MEDIA Facebook What to look for: ‣ adjectives ‣ the journey ‣ expectations vs. results ‣ reasons for shopping ‣ community impacts
- 11. SOCIAL MEDIA Pinterest What to look for: ‣ the name of the boards ‣ their intent - to buy vs. someday ‣ the words they use - couch vs. sofa ‣ rooms & themes ‣ number of repins ‣ reverse engineer
- 12. CUSTOMER SERVICE In Store What to look for: ‣ questions people ask ‣ emotions — excitement, exhaustion, frustration ‣ age, life stage, budget ‣ their intent - to buy vs. someday ‣ the words they use - couch vs. sofa ‣ the journey
- 13. CUSTOMER SERVICE Phone & Email What to look for: ‣ questions people ask - price, availability ‣ pain points ‣ emotions — frustration, relief, satisfaction ‣ the words they use - couch vs. sofa
- 14. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 WHAT WORDS ARE CUSTOMERS USING? ▸ What scenarios or events influenced your customer’s review? ▸ What qualities stand out? ▸ Look for trends in different locations. Customers in urban areas will have different standards, than those in suburban markets. ▸ Different products will appeal to different users — learn why and then use it to market it to similar target audiences.
- 15. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 NEGATIVE WORDS ▸ Not all the words your customer use will be positive. ▸ Look for patterns in negative reviews and they’ll tell you what you need to work on.
- 16. CASE STUDY: Charles P. Rogers ‣ in 2015, CPR was featured in an Apartment Therapy blog article “Top Ten: Best Platform Beds Under $2,000” ‣ Comments spoke highly of the CPR beds recommended ‣ CPR regularly uses this article in their emails.
- 17. CASE STUDY
- 18. CASE STUDY: Domino’s ‣ Focus groups revealed negative perspectives about Domino’s pizza ‣ Executives chose to own, not ignore criticism ‣ Used focus group words in marketing strategy to demonstrate how and why they changed ‣ Shared customer reviews in real time, on website and social media
- 19. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Leverage customer reviews to build reputation ▸ Feature your best unedited reviews at a prominent spot on your website. ▸ Add the name and photo of a customer to make the review even more authentic and credible. (Get permission from the customers first!)
- 20. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Share reviews in promotional emails ▸ Include customer feedback in your promotional emails to encourage customers to make a purchase. ▸ Promote independent blogs that boast your awesome products — include link back to original source. ▸ Appeal to common themes, experiences, life stages based on research, audience segmentation.
- 21. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Share customer reviews on social media ▸ Social media platforms such as Facebook are popular places for customers to talk about and leave feedback or reviews for a specific product or business. ▸ Collect and leverage positive customer reviews by sharing them on your company’s social media pages. ▸ Add a customer picture or video to add credibility to your business by showing them why people like you.
- 22. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Always Listen – Hear What Your Customers are Saying ▸ When listening to your customers, take into account what changes your organization should make from this feedback, and then follow through. ▸ Empower customer representatives to collect information that might help marketing initiatives
- 23. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Always Listen – Hear What Your Customers are Saying ▸ Create a worksheet reps can use to record customers’ unique or memorable words ▸ Review on a weekly/monthly basis
- 24. HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017 HOW TO USE YOUR CUSTOMERS’ WORDS ▸ Reinvigorate your SEO ▸ Approach SEO from the perspective of your target audience ▸ Invest in targeting that focuses on life events, design challenges, budget (ex. “best couches for small spaces”, “must have furniture for your new home/first apartment”, “best beds under $1000”) ▸ add category tags that correspond to Pinterest boards (ex. “for the home”, “small spaces”, “lake house”)
- 25. THANKS! EMAIL: MARISA@STRATEGICPEACOCK.COM VISIT: WWW.STRATEGICPEACOCK.COM FOLLOW: @MARISACP51 The Strategic Peacock HOME FURNISHINGS ASSOCIATION * LAS VEGAS * JANUARY 23, 2017