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Customer Content Marketing

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A look how to manage, grow and ignite customer content in the form of online reviews, testimonials and case studies. It's content your customers trust and seek out. Prevention given as the closing keynote at the Social Media Rockstar Event 2016.

Published in: Marketing
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Customer Content Marketing

  1. 1. Customer Content Marketing Social Media RockStar Event 2016
  2. 2. Buyer Donor Consumer Guest User Customers Patron Client Member Student
  3. 3. We have always cared about what customers say.
  4. 4. We have always cared about what customers say. Now every customer has a voice. Thank you internet.
  5. 5. Why Do These Things Matter?
  6. 6. Trust
  7. 7. Tells a story
  8. 8. Answers
  9. 9. Product Description • Safe for all floors • Smooth & quiet rolling • Modern, stylish • Lifetime guarantee • 4 photos Just 2 Reviews (of 191) • 6 star product • “Lamborghini quality” • Rolls great, perfect • Great for a 200lb guy • Works with specific brands • Raises chair 1 ½” • Glides silent like the wind • Won’t scuff floors • Makes old chair feel new • 8 photos, REAL photos
  10. 10. Find “you”
  11. 11. There is no greater persona focused content than that written by the persona.
  12. 12. Online Reviews
  13. 13. 92% of consumers regularly or occasionally read online reviews
  14. 14. 73% Of Consumers Form An Opinion By Reading 1–6 Reviews
  15. 15. 69% Of Consumers Believe That Reviews Older Than 3 Months Are No Longer Relevant
  16. 16. Only 13% Of Consumers Will Consider Using A Business That Has A 1-Star Or 2-Star Rating
  17. 17. Perfection of 5-star reviews isn’t best – PowerReviews & Northwestern University Study
  18. 18. 81% of consumers seek negative reviews – PowerReviews Study
  19. 19. You need reviews: Consistently Quantity Quality
  20. 20. They are a SERP mainstay, no matter the industry Category pages “Best” pages Business profile pages
  21. 21. Niche review sites are very valuable in your industry.
  22. 22. What sites do I need reviews on?
  23. 23. “American Rug Laundry” Search for your brand Also brand + reviews “American Rug Laundry” Search for your brand Also brand + reviews
  24. 24. “Minneapolis carpet cleaning reviews” Search for geo + service + reviews
  25. 25. The fear of none or one.
  26. 26. Step one: Become customer feedback and complaint friendly.
  27. 27. Respond Remain calm Own it (empathy) Know your next step Don’t lose sight, these are all customer touch points
  28. 28. 1. Be ready to handle 2. Make it easy 3. Welcome complaints 4. Resolve them https://www.getfivestars.com/blog/13-ideas-make-business-complaint-friendly/
  29. 29. I ate my lunch in half the time their feedback process took. (25 questions exactly)
  30. 30. Ask everyone
  31. 31. 1. Personal ask 2. Handout 3. Onsite 4. Platform
  32. 32. 1- What their experience was like. 2- Are they likely to refer you. NPS is an easy “Word of Mouth” index
  33. 33. 100 / 40 / 20 / 1 Email requests Opened Gave feedback Online review
  34. 34. Strong NPS = Reviews Optimize for Quality Service, Not Reviews Net Promoter Score Business #1 NPS 60 Business #2 NPS 90 Open Rates 38.9% 46.7% Review Site Visits 1x 3x Reviews Left 1x 6x
  35. 35. Asking for feedback unearths testimonials
  36. 36. Review rich snippets https://www.getfivestars.com/blog/google-updates-schema-review-guidelines/
  37. 37. Review rich snippet best practices 1- Display all feedback 2- Place on it’s own page or location page 3- Uphold credibility
  38. 38. Case Studies have huge impact
  39. 39. Tell the story of the entire customer journey. Research, selection, planning, implementation, execution and results.
  40. 40. Let me leave you with 3 things.
  41. 41. 1. You can take control.
  42. 42. 2. Their story IS your story.
  43. 43. 3. You can start today.
  44. 44. “The ultimate goal of farming is not the growing of crops, but the cultivation and perfection of human beings.” ― Masanobu Fukuoka, The One-Straw Revolution
  45. 45. @AaronWeiche AaronWeiche.com GetFiveStars.com LinkedIn Text me: 612-310-6333

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