Consumers today are more empowered than any other time to create and share content, thanks to the emergence of content-sharing networks like Instagram. Despite decline in organic search, brands can still increase their reach through consumer sharing. This is done by encouraging followers and fans to create and share content by mending bonds with them. In a 2013 survey by Nielsen Global on Trust in Advertising, 84 percent respondent trusted word-of-mouth than any other means as source. The idea is to attract new customers by incentivizing current consumers to share a brand’s message.
How can you make use of word-of-mouth for expanding reach? Some tips:
Marketers can create contests and subsequent giveaways that provide incentives. This can come through one of the many social marketing apps that can be used to run contests, which provide incentives when users enter quizzes, sweepstakes or take part in polls etc. Generally, customers enjoy sharing amazing offers with friends.
Encourage customers to promote existing campaign to their friends and family through extra benefits such as extra chance at winning a sweepstake for sharing. Building sharing benefits among people can do wonders in promoting a campaign. Another strategy that works well in drawing engagement is by running a photo contest. You can start by asking followers to submit a number of photos and share the campaign, also encourage their friends and family to visit and vote.
A close association with a celebrity influencer can help get outstanding reach and participation. Influential brands and celebrities with a big Facebook base can offer a potential massive exposure for your campaign if they share your campaign with their followers. It is an efficient way to reach masses quickly than building one.
Partnering with brands that can help your business by tagging your brand in their posts can lead to wider reach. This tagging feature of brands in posts has been available on Facebook for some time now. This can be turned into advantage by working together on partner campaigns.
The St. Louis Blues is a perfect example of a brand that made use of these strategies. They ran numerous Offerpop Referral campaigns where their fans filled out their information through a sign up form following which referred their friends to like their page. They were rewarded with exclusive access to games and attractive prizes. Blues pushed their campaign across different networks including their website and they witnessed a 65 percent of people visiting referral forms signing up who went onto referring their friends.
End of part 3 – part 4 will be posted soon.
The Marketing Gospel 