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How to Market to the Hyper-Informed Customer

It seems like shopping has turned into a research project. Although there will always be impulse buys, almost every product, service and company can now be made transparent in just seconds. Personally, this makes shopping more of an emotional investment than it has ever been in the past. Now, not only am I shopping for a reputable product and company, but I feel it necessary to tell others — even strangers on the Internet — about what I’ve learned from my experiences.

This makes the challenge for marketers twofold.

First, marketers must be more transparent about their products and culture than ever before. Second, companies can no longer scoff at customer service requests or bad reviews — the Internet has made marketing a two-way street.

 

Transparency

These days, almost any claim can be verified by a basic Google search.

You can compare product prices, features, and reviews in just seconds. For the marketer, it’s important to list every detail, feature and expectation. For the customer, it means that they can look for hyper-specific products and make an informed decision.

Let’s take a look at backpacks, for example, from a simple Amazon search. 

 

On the first page of the search results, Amazon gives the shopper a variety of backpacks to choose from — ranging in size, shape and function.

On the product-level, customers can decipher between style and color choices among more general categories such as brand.

If we look at a section of this infographic from the Business2Community blog, we can see the specific brand attributes that come into play in customer decision-making.

 

Customers are not only choosing to buy a product from you; they are choosing to buy into your company’s overall mission and value proposition.

Take a company like Toms. There are a lot of companies trying to replicate its products — for example, Sketcher’s replica called Bobs.

 

It’s important to note, however, that customers are not necessarily purchasing Toms for the style, but rather for the mission that the company represents. For each pair of shoes purchased, Toms will send a pair to someone in need.

Although the products might be fundamentally the same, customers buy into and support the overall mission of Toms and become product advocates.

 

Marketing as a two-way street

Marketers pour time, energy and resources into delivering customers a valuable digital experience online, whether it be through content marketing, PPC, banner ads, etc.

However, for as much time marketers put into marketing their products and services, real customers have the same ability to post reviews, critiques and complaints on the Web.

The informed customer searches for reviews, rankings and model numbers, looking for the ideal product and company to purchase from. Shopping is more than a simple one-step decision.

Customers continually search for reasons to purchase one product over another. When it comes to trusting the company’s product marketing versus real customer reviews, they often are more likely to trust a stranger’s recommendation than blindly believe the company’s product description.

 

This brings me to my final point: Customer service is no longer just between your customer and your company — it’s now a marketing tool.

 

Customer service as a marketing tool

Customer service is not limited to a 1-800 number or an email address. Customers are now Tweeting, blogging and sharing their experiences on sites like Yelp and Google Reviews, which means that customer service is now on a public forum.

How you handle customer service related issues can transform a site visitor who is on the fence about purchasing a certain product or service into a loyal customer.

Take, for example, a company like L.L.Bean. L.L.Bean prides itself on its flexible return policy and going out of its way to make sure that customers have a positive experience.

Lisa Chow, former NPR reporter, returns her L.L.Bean backpack every twenty or so years when the zipper breaks and receives a new one.

“If she believes her zippers should last a longer time, we’ll respect that and we’ll refund her money or give her a new product until she’s happy,” Steve Fuller, Chief Marketing Officer, L.L.Bean, said.

Although this policy is far more lenient than most, the principle speaks volumes about how a customer should be treated — as if in a long-term relationship, not a one-off exchange.

Any experience with customer service from your company builds an expectation in the informed customer’s mind about what to anticipate from an exchange with you, for better or for worse. Whereas one positive experience can turn skeptics into advocates, a negative interaction can not only lose you any future business; it could also earn the distrust of that customer’s social networks as well.

 

Key takeaways (TL;DR)

  1. Be upfront with your customer with what he or she can expect from your product.
  2. Market your company values as a part of why customers should purchase from you.
  3. Interact with customers on social media and respond quickly to requests and inquiries.
  4. Handle customer service related issues with a long-term customer relationship in mind.

 

You can follow Jessica Lorenz, Event Content Manager, MECLABS Institute, on Twitter @JessicaPLorenz.

 

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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