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Showing posts from June, 2017

Four Steps to a Compelling Brand Story That Wins Over Customers

A brand story is more than content and a narrative. The story goes beyond what's written in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. Your story isn't just what you tell people it's also what they believe about you based on the signals your brand sends. You may think your brand story is about your business... but think again. The brand story, at its core, is about your consumers. Your story is what your business stands for; it is its set of beliefs, its purpose, and its meaning. Those values, in turn, become the signals that your consumers learn from and associate with. When that story is crafted correctly, consumers will be proud to represent a brand, and they will market the brand of their own volition via word-of-mouth. But how do you craft such a compelling brand story? Examine your business's origins to find a story that resonates with consumers. That story must be shareable and interactive, encouragi…

Study: User-generated content's influence on purchase decisions grows

New Study Shows User-Generated Content Tops Marketing Tactics by Influencing 90 Percent of Shoppers' Purchasing DecisionsFindings from its new consumer study, titled "Hearing the Voice of the Consumer: UGC and the Commerce Experience." Developed by TurnTo and executed by Ipsos, the report represents responses from more than 1,000 U.S. shoppers who made an online purchase in the past 12 months. The study examines what motivates shoppers, how they prefer to shop and the impact and influence user-generated content (UGC) plays in shaping the consumer experience and building long-term engagement once a purchase has been made.  
Results from the study show most shoppers (90 percent) report UGC influences their decisions to make a purchase, outranking all other forms of marketing, including search engines (87 percent) and promotional emails (79 percent), which came in second and third. Notably, shoppers are also willing to pay more (81 percent) and wait longer (81 percent) for p…

Combating the 5 Reasons Shoppers Don’t Contribute User-Generated Content

For many marketers, these first few sizzling summer days are spent planning for the busy blizzard of the holiday rush that is only a few months away. Luckily, these long days give marketers plenty of time to develop their best marketing strategies, promotional concepts and creative designs that will help them to capture the cheerful consumer’s attention and “sleigh” the competition. This is the time of year when all of the best and brightest strategies and sales are launched. Distinguishing your brand from the competition is an annual battle that becomes more challenging each year. In addition to keeping an eye on the competition, marketers must deliver on ever-increasing consumer expectations to offer seamless multi-device, cross-channel shopping experiences, low prices and, of course, free shipping. These competitive pressures and consumer demands can be overwhelming. How do you distinguish your brand? How will you be able to connect with your shoppers when the holiday season is in…

Study: User-generated content influences most purchase decisions

Not only is user-generated content (UGC) the go-to source for 90% of shoppers making a purchase — it outranks all other forms of marketing. This is according to “Hearing the Voice of the Consumer: UGC and the Commerce Experience,” a report from TurnTo and executed by Ipsos. the report represents responses from more than 1,000 U.S. shoppers who made an online purchase in the past 12 months. UGC is so influential that it surpasses all other forms of marketing, including search engines (87%) and promotional emails (79%), which came in second and third. Shoppers are also willing to pay more (81%) and wait longer (81%) for products paired with UGC, according to the study. UGC packs a big punch with nearly a quarter of female shoppers (24%), and shoppers under 30 years old. Specifically, among those aged 18-29, 97% report UGC has an extreme influence.  It also impacting the overall shopping journey, with 63% of shoppers believing UGC creates a more authentic shopping experience, and 73% sa…

The Power of Consumer Reviews [infographic]

The power of User Generated Content outranks all other forms of marketing

Not only is user-generated content (UGC) the go-to source for 90% of shoppers making a purchase — it outranks all other forms of marketing. This is according to “Hearing the Voice of the Consumer: UGC and the Commerce Experience,” a report from TurnTo and executed by Ipsos. the report represents responses from more than 1,000 U.S. shoppers who made an online purchase in the past 12 months.  UGC is so influential that it surpasses all other forms of marketing, including search engines (87%) and promotional emails (79%), which came in second and third. Shoppers are also willing to pay more (81%) and wait longer (81%) for products paired with UGC, according to the study. UGC packs a big punch with nearly a quarter of female shoppers (24%), and shoppers under 30 years old. Specifically, among those aged 18-29, 97% report UGC has an extreme influence. It also impacting the overall shopping journey, with 63% of shoppers believing UGC creates a more authentic shopping experience, and 73% sa…

User-Generated Content Is How You Get Your Customers to Sell for You

Let’s start with the bad news: You are not your company’s best salesperson.
In fact — no matter how effective your training, incentive or marketing programs may be — nobody within your business is as good at selling as your customers. This is why brands are taking advantage of user-generated content (UGC).
According to Business Insider, shoppers who interact with UGC are 97 percent more likely to convert with a retailer than customers who do not.
Consumer-generated content (CGC) is on the rise as e-commerce continues to grow thanks to social media and product review sites. Shoppers are able to more readily spread the word of their favorite brands and products, and retailers are taking advantage to drive sales, according to a report from BazaarVoice. Shoppers that interact with CGC are 97% more likely to convert with a retailer than customers who do not. Brands see a 78% lift in conversion rates when customers interact with CGC.Revenue per visitor for retailers increases 106% when customers…

How to Turn a Reviewer Into a Forever Customer

A review, regardless of the tone, is an implied invitation for engagement. It is up to you as a business leader to point the engagement in the right direction. What you say, how, when you say it, and the type of follow-up and follow-through has the power of converting each review into an opportunity for increased customer loyalty, based on a deeper emotional connection or a well-earned second chance to bridge the gap between customers’ expectations and their actual experience. Review management throughout the relationship. What you do with your review profiles sets the stage for success or failure. Your responses, the opinions expressed by other customers, and even the voice and tone of your profile will influence how new reviewers and potential shoppers engage with your brand. Approach your review-management strategy in a holistic way that does not let any aspect of your reputation go amiss. Turning every reviewer into a forever customer begins with making sure you are managing every…