Pukket Blog

advocacy management platforms

What to Consider When Selecting an Advocacy Management Platform

Internet advent has remarkably changed the way consumers make their purchase decisions. It’s no longer easy for brands to convince their target consumers that they are the best ones to solve their needs. And because research shows that consumers trust their friends more than brands, businesses are starting to incorporate advocacy management platforms in their marketing strategies to overcome that problem.

Why to go for an advocacy management platform?

Besides being cost-effective, word of mouth marketing has always been the most effective way of promoting a product of service. In fact, according to McKinsey Quarterly, April 2010, the sales generated through this form of marketing are more than twice of the paid advertising’s. Besides a report by Deloitte shows that customer advocacy results in a high customer retention rate of 37%. However up until now only 20% of all brands have incorporated advocated programs in their marketing activities. 

In case you’d intend to create an advocacy program, it’s important to note that there’s a wide range of management platforms to choose from. Also, identifying the best for your business may be a daunting task. However, the decision will be easier to make if you consider the following:

1. Your audience

First and foremost, you need to have in-depth knowledge about your target audience/ customers. Some of the essential information you should seek to find out include what they love and care about, where they tend to hang out online, and the type of content they prefer (videos, blog posts, short posts…). As for the preferred content, you can perform an analysis of your social media posts and website content. Identify the content forms that attract the most traffic and user engagement. The information will help you to identify the management platform that’s most compatible with their favorite content.

2. Success parameters

Once you’ve established the go-to online platforms for your audience and their preferred content, you should now define your advocacy program’s KPIs and the metrics you’ll use to measure it. You can choose to measure the success using the number of video views, click-throughs, conversions, reach level, or engagement level, among other commonly used metrics. All in all, ensure that the metrics that you choose is in line with your goals for the program.

Also, it’s crucial that you identify the people who you expect to make the program most successful. Are they a couple of influencers or tens or hundreds of employees or customers? The information will go a long way to helping you figure out the platform that will provide the success-drivers with the tools they need to spread the word about your business.

3. Your budget

When you are exploring an advocacy management platform, you’ll realize that different platforms have different price tags for various products and services. However, some are free. But if you want more personalized and unique features/tools, you might decide to pay a few bucks for the premium benefits. Essentially, advocacy marketing should help you cut down on your cost of customer acquisition and improve your retention rate.

It’s advisable to have a reasonable estimate of the amount of money that you intend to spend on the platform from the very word go. Then, confirm if the expenses you are likely to incur on the platform are within the budget. If they are not, consider another platform with the tools that you need and a cost that you can afford without interfering with your other business financial obligations. 

4. Ease-of-Use

Many small and medium-sized businesses can’t afford to employ a person whose work is exclusively is advocacy management. If your organization is one of them, then you need an advocacy management platform that’s easy to use but with the tools that will support your program. Pukket currently offer free media, marketing and set up assistance for this purpose.

A complicated program will take you and your staff a long time to understand its functionality. Consequently, other activities in your business might suffer because you’ve diverted the attention they deserve to learn the platform. You don’t want a platform that will require you to undergo serious training now and then. The hassle of contacting the support nearly every time you want to use their software is quite hectic. You don’t have to go through all such hassle. Choose a new-technology platform with an intuitive design for easy and smart advocacy management. 

5. Scalability 

The technology is changing and so do the marketing trends. The tactics that work today might be outdated a couple of years down the line. As such, the platform that you choose should be on toes to keep abreast of the changes. Check out its commitment to providing a better user experience through regular system updates that are in line with emerging technological changes and users’ needs.  Pukket is scalable to any region or language you choose to. It can additionally integrate with the social media platform of your choice.

Choosing the right advocacy management system is crucial for your marketing efforts. Therefore, it is an exercise that you should perform diligently, considering the above factors, among others. To find out more about Pukket’s social advocacy management and rewards platform please visit www.pukket.com/business

Your Guide to Growing Your Series A Startup Organically

Starting a business is among the boldest steps that people make in their lives. Overcoming the fear of being part of the  20% of small enterprises that fail in their first year or 30% second-year small business failures  is quite a big deal. This rate can be considerably higher among tech startups. Congrats if you have a Series A startup. You are now past those early days and are now concerned how you can best grow your business. For that purpose, the Lean Analytics model offers a solid framework in which virality is one of the key pillars of a healthy growing startup.

Your Series A startup is now in a position to invest money into business development and paid acquisition. One of the most important things you need to do is to focus on the organic growth of the business. This requires you to lay a firm foundation on through lean analytics model.

Lean analytics for Series A startups

Through the lean analytics model, you’ll be able to measure how your product/service performs and learn from the performance results. Here are the lean analytics model stages that you should follow to ensure that you gather as much information as possible regarding your market and the performance of your business. If your startup has raised Series A, you should now be past Empathy and Stickiness, and be focusing on virality, revenue and growth.

1. Empathy

This is where you try to put yourself in the shoes of your target consumers and identify a problem that bothers them so much that they won’t mind paying you to get a solution. There might be other products that seem to address the same but leaving gaps that the consumers would want to see filled. It’s now upon you to establish an ideal product for addressing the need. Once you find this, move to the next stage-stickiness. 

2. Stickiness

At this stage, you develop an MVP product considering the analysis information that you gathered in the first step. Then, release the product to the market while focusing on communicating its benefits rather than the features. The benefits are more meaningful to consumers than features. Once they know about the benefits, they can then try to find out the features behind the benefits. 

After some time (depending on your scheduled timeline), you should be able to establish if you have  provided the desired value for the users or not. You now that your product delivers value that’s consistent with the need of the target users if they use it regularly.

Otherwise, even if you made remarkable sales at the beginning and all of a sudden nobody bothers to buy again, you need to recheck your user analysis and adjust your product to offer the value your target customers expect. 

It’ll be extremely difficult, or rather impossible, for your product to achieve the desired traction if it doesn’t offer the intended users what they need. Unfortunately, unless your product has traction, your business has minimal chances of achieving sustained long-term growth.

3. Virality

You have confirmed that your customers are happy with your product and are willing to buy it regularly. It’s now time to scale up their acquisition in a cost-efficient way. One of the most cost-efficient customer acquisition strategies is word of mouth. And the form of marketing not only pocket-friendly but also effective, with 74% of consumers identifying it as their major purchasing decision influencer.

Despite the efficiency it brings, the internet era has seen many brands struggle to win consumer’s trust. The majority of consumers feel that the information given by most brands is meant to overrate their offerings. That’s why, according to HubSpot show, 75% of people don’t trust business ads and branded-content. On the other hand, 90% of them trust suggestions given by their family and friends while 70% find consumer reviews to be trustworthy. 

Therefore, if you want your product or brand to go viral while maintaining your customer acquisition cost at sustainable levels, word-of-mouth advertising is the way to go. There are various ways of encouraging virality and they include:

  • Creating and sharing unique and share-worthy content

You can use social media to trigger conversations about your brand, product or brands. One way of doing that is developing user-need-tailored, unique and share-worthy content. As long as the content is memorable, relates to their needs and is rare to find elsewhere, your target users will find themselves sharing with the people around them regardless of your request for them to do so.

  • Triggering user-generated content

This strategy involves encouraging consumers to create and share content regarding your brand. You can then incorporate the user-generated content in your website or social media channels to build more trust with your target customers. 

  • Employee advocacy

You can motivate your employees to promote your Series A startup through their personal social media channels, among other word-of-mouth avenues. According to recent research by Edelman Trust Barometer, employees are twice more trusted than a company’s CEO. 

4. Expected revenue versus CAC

This stage is about comparing the revenue you expect from a customer and the customer acquisition cost (CAC). Ideally, the expected revenue should be three times the CAC for a healthy and scalable business. If your margins are healthy and have achieved the ideal ratio, you can then focus on growing your business. Organic word-of-mouth is a great way driving down your CAC. Pukket’s fully automated advocacy management platform provides you with the tool to achieve that.

Lean analytics virality

Lean Analytics Model: How to Encourage Virality

When running a business startup, there’s no better way of measuring your progress and getting clear answers to your important marketing questions than using lead analytics model. By knowing what, how and why to measure in your marketing strategies, you’ll be able to establish where you are in terms of virality and how to improve it. The Lean Analytics model was introduced to help build a better startup faster. The model consists of 6 sequential stages starting with Empathy all the way to Scaling by achieving stickiness, virality and revenue. With accurate lean analytics measurements, you can make smarter decisions and encourage virality of your product by:

1. Identifying the sharing triggers

Even if you’ve been in business for a short time, it’s important to identify what so far makes users to share your content. Remember that the content is intended to benefit the target users. In as much as you’d want to think that what you are delivering is the best for the consumers, unless you confirm that from their end, you’ll just be lying to yourself. The virality of content determines the value of the piece of the information being shared in the eyes of the intended users. The higher the sharing frequency, the higher the perceived value.

Once you identify the content that’s widely shared, seek to establish why the users like it that much. The answer to the question ought to inform you how to create the next piece of content for the improved virality of your business. This can be the key to unlocking virality within your lean analytics measurements.

2. Proper audience-content matching

The suitability of content isn’t one-size-fits all. Not every content will resonate with your entire market segment. As such, you need to study your target audience keenly and identify the kind of promotional content that each of the sub-segments is likely to share most. You can get such insights from the content you’ve shared so far. You can supplement that with relevant market research. Once you establish that, you can go ahead to create content that factors its suitability to the intended user segment. 

Alawys remember that you can’t gain much with hit-and-run approaches. Gimmicks, tricks and sleight-of-hand might work for a short time. However, in the long-run, such clickbait will do more harm than good as far as your reputation is concerned. Just get off on the right foot by knowing what your target users need and create content that offers them a solution. 

3. Identifying and working with the right influencers

You’ll miss lots of opportunities if you restrict yourself to your own social media channels. One of the best ways to want to reach a larger audience is by using influential people. But not any influencer can be as effective as you’d expect. You need to be a bit choosy. Perform brief research to identify people with loyal following within your target audience and request them to help you in the promotion of your business.

If possible, ask the influence to share their audience data such as gender, location and interest to see if the audience aligns with your target audience. The right influencer will spur word-of-mouth conversations regarding your brand/business/product/service among their audience, resulting in lots of quality leads. Their strong validation about your business will go a long way to growing your user base and making you go viral. Otherwise, engaging just a random influencer won’t yield satisfactory results.   

4. Motivating users to share

Virality is all about getting the information shared as many times as possible in the online world. Unfortunately, unless you give your influencers, customer advocates and brand ambassadors a reason to share, the chances of you going viral remain minimal. Therefore, first, you need to develop content that’s engaging, captivating and addresses the user’s needs.

Then, motivate your brand ambassadors to share and encourage their fans to share with the people around them. You can offer them perks as a way of encouraging them to share the content. Nonetheless, since rewarding a perk for every sharing may not make economic sense, you can set the number of people an influencer/ ambassador is supposed to recruit to qualify for an incentive. Don’t forget to communicate such information to your ambassadors or influencers from the very word go for transparency and trust’s sake.  

5. Keeping your video content short

According to various scientific studies, the attention span of an average person ranges from 8 seconds to 1 minute. Therefore, if you want your intended users to get your entire video message right on the spot, you need to keep it short. The length of the majority of viral videos ranges from 30 seconds to one minute. If yours is longer than that, it might not go as viral as expected. 

6. Long  and scannable blogs

For many years, there has been a rampant misconception about the ideal length of a viral blog post. Some people believe that only a few people will read long content. But this is not always the truth. If you make good use of bullets, subheadings and images, and the message is unique and corresponds to the needs of the audience, rest assured that your content has high chances of going viral.

 Research by OrkDork suggests that a 3,000 to 10,000-word blog article generates the highest number of shares. Therefore, even if you can’t make to hit the word count, make your blog article at least 200-word long for improved virality. 

7. Offering the right tools 

Virality needs not only great content and motivated promoters but also effective sharing tools and platforms. On that note, you can’t go wrong with Pukket. We know where your target customers are and what your existing customers need to reach and direct them to you. We’ll provide your promoters and users with ultra-effective tools to make you go viral and get to the growth stage within the lean analytics model. 

Having implemented these tips, your business stands to gain more online visibility, increased sales leads and a significantly higher lead conversion rate. 

Influencer marketing is not for you

5 Reasons Why Influencer Marketing Is NOT For You

Marketing trends are quickly evolving. A strategy that used to work superbly for marketers ten years ago is highly likely to be outdated. Influencer marketing is among the most commonly used marketing techniques at the moment. Nearly any brand is looking for someone influencial to pay them handsomely for access to their network. According to a recent survey, about two-thirds of companies worldwide increased their budgets for influencer marketing in 2019. Perhaps you’ve considered joining the bandwagon too. But before you get into the waters, it’s important to know that this form of marketing is not always a breeze and effective as you’d hope. In fact, it might not be for you and this is why:

1. It is costly to sustain

Influencer marketing is a highly competitive industry, with a recent report by Business Insider projecting its worth to hit $15 billion by the year 2022. The growth is attributed to the increased influencer demand. As such, hiring a top-notch influencer will require you to dig deeper into your pockets.

 

Unlike in customer advocacy, where some customers promote your brand or products without necessarily expecting to be paid, an influencer monetises his or her audience. The influencer’s payment is primarily dependent on the total number of followers within their social reach. On the other hand, as for customer advocates, even if you decide to reward them, it won’t cost you an arm and a leg. Some simple perks like coupon codes, exclusive access and modest branded giveaways will be just fine and still get energized team of followers.

2. It is risky to run influencer marketing

Influencer marketing and advocacy marketing are at opposing ends. In the customer advocacy people share the content in the form of their everyday experiences (highly engaging for friends and family). However in the case of influencer marketing, influencers create and share their own content regarding a brand or its products/services. So, in an unfortunate case where an influencer cannot create exciting content that resonates with the target audience, you won’t get much from their promotional efforts. In fact, their information might work against your brand. Consequently, your investment in them might end up being futile. Well, this is quite a tricky and risky marketing route to take.

3. ROI not guaranteed

The number of likes, comments, shares and followers can’t be used to measure a person’s influence in the online world effectively. As such, you can’t really tell if an influencer will influence every person who follows them on their social channels. So, there’s no rationale for determining that this amount of user engagement on an influencer’s channel will bring you a certain amount of sales. In other words, you can’t quantify the commercial value of an influencer. The only way you can establish that is if he/she actually brings in some sales first before asking for payment. Again, nearly no influencer will agree to work under such arrangements. They want to be paid first. From there, it’s upon you to see if the return on investment you get makes sense or not. 

 

Even if they have thousands of loyal followers, many influencers can’t really tell exactly how your ROI will be from your engagement with them. In as much as they can seem to be good entertainers or wise, the majority of internet personalities don’t have much influence on the money spending decisions of their followers.  

4. Consumers find influencers ‘fake’

The majority of internet users know that there are people who are paid crazy amounts of money to promote products. So, they see them (influencers) not as people who are genuinely praising a brand or product because of the benefit they’ve gotten from it but as money-chasers.

 

Many consumers perceive influencer’s messages as disingenuous and misleading. As such, the consumers have minimal trust in influence marketers, just like the brand they represent. That’s why some influencers tend to conceal any information that might make their audiences know that they’ve been paid to promote certain brands or products. Again, the trickery might not end so well with some consumers if they know the truth.

5. It’s not easy to engage with the right influencer

Approach any brand that uses or has at one point used influencer marketing and you’ll realize that getting the right influencer for your campaigns is not an easy task. A recent study shows that 61% of marketers  take a lot of time and effort to get to the right influencers. If you aren’t patient with the recruitment process, you’ll end up taking anyone who seems to have a big following and this will mark the genesis of the flopping of your marketing strategy.

 

On the contrary, in customer advocacy, it’s easy to develop a team of loyal customers to spread the word for you. And since such customers are already engaged with your products, you won’t struggle to show them how to put the right message out there. 

 

Considering the above five reasons, influencer marketing is not as effective as customer advocacy. Besides, it’s a more costly marketing approach with no guaranteed ROI. That’s why Pukket advocates for customer advocacy. Talk to Pukket today for any help you need with customer advocacy programme development.

brand ambassador

Key Factors In Running a Successful Brand Ambassador Programme

A well managed brand ambassador programme can be your answer to the following problems: Do you feel like your business is facing overwhelming competition? Are your advertisement costs heading to unsustainable levels? Are you striving to generate more quality leads and gain more loyal customers? If your answer is yes to any, if not all of these questions, know that you aren’t alone. Many business owners and operators have been there but did something that took their business to greater levels. One of the most effective strategies is choosing brand ambassadors help you increase awareness about your business.

Why A Brand Ambassador Programme?

The benefits of a brand ambassador programme include:

  • Business reputation protection

When some people out there decide to tarnish the reputation of your company, your brand ambassadors will be your shield. They can calm the situation by sharing their positive experiences with your staff, product, services or any other factual information.  

  • Resource-efficient

A robust ambassador programme can reduce the workload of your marketing team. Ambassadors can take over tasks such as content creation or distributing them on social media at cost-effective levels.

  • Improved brand-customer communication

Customers trust brand ambassadors more than the brands they represent. As such, they are more likely to tell them how they actually feel about the brands. The ambassadors will then communicate such information to their brands for action.

Which Are The Major Factors In Running A Successful Brand Ambassador Programme?

1. Choosing the right people

Traditionally, companies choose celebrities to become their brand ambassadors. However, with time, marketing departments have come to appreciate the fact that celebrities aren’t the exclusive brand ambassadorship candidates.  Anyone who has some level of following can be a brand ambassador.

In fact, when a person with just a few hundreds of followers posts about your product or service, their audience will find it more authentic as compared to a similar post by an influencer with thousands of followers. As for the latter, people feel like their promotional messages are inspired by the money they receive to post the advertisement.   

As you look into that while recruiting your brand ambassadors, also ensure that the qualified candidates embody your brand’s ideals. Such ambassadors won’t feel pressured to conform to your standards when communicating information relating to your brand.  

2. Agreeing on the rewards from the beginning

Whether you use a reward system or recruit volunteers to take part in your brand ambassador programmer, it’s good to give them something for appreciation. Also, to avoid unnecessary conflicts and overexpectation, you should agree on what they stand to get if they participate in the programme from the very word go.

Besides, you need to settle on the prerequisites of getting the agreed-upon reward. When such things are clearly outlined, the participants will be able to make informed decisions and work objectively.

As you explore your reward options, it’s important to note that free products can be a good choice. In fact, 38% of the 200 companies used in a recent Kite study say that they offer free products to their ambassadors as a way of appreciating them for promoting their brands on social media.

However, as you consider free samples as rewards for the promoters of your brand, you should be a bit cautious. If you operate in the U.S, ensure that your decision is in line with the Federal Trade Commission. For a U.K business, confirm if the reward program conforms with the Competition and Markets Authority regulations. To avoid these issues, on Pukket you would only reward your ambassadors only after they have posted their experience with your product/service on loyalty point basis, avoiding the problem of incentivisation before the post is made. 

3. A realistic and simple plan

Having agreed on the rewards that your ambassadors will get, it’s imperative to create a plan and have them incorporated into it. Make the plan as simple as you can to help future ambassadors understand the components easily. The simplicity of the plan is important for your quick reference or by the current ambassadors.  

4. Trust and transparency

Trust and openess are the key components of an effective brand ambassador programme that stands the test of time. However, trust comes from the point of understanding the potential and personality traits of every ambassador. As such, you should collect as much information as you can regarding the abilities of your brand ambassadors before engaging them. 

Once you confirm that the promoters have the abilities you desire, show them that you trust them with your company’s representation. Also, it’s imperative to make them develop a sense of belonging to your organization. You can achieve that by keeping them updated about the progress of the company. If you have an incoming launch or release, keep them in the loop. This will go a long way to strengthening the relationship between you and the brand evangelists. 

5. Honest and seamless communication 

Use your ambassadors to elicit feedback from your existing and prospective customers. Encourage them to stimulate and communicate outstanding positive and negative consumer comments about your business, products or services. Such information can help you and your marketing department to devise more effective strategies for improving on various areas regarding your business. Also, let your brand ambassadors know that you are fully okay with them conversing about your brand without bias. Don’t forget to respond to them when they give such feedbacks. 

Having put the above factors into consideration, you should have a brand ambassador programme that helps move forward to your organization’s goals. Do you need help in creating or running a successful brand ambassador program? Do you need help identifying and recruiting ambassadors from your community of loyal customers? If you do, let Pukket guide you through that as we have a fully automated ambassador management platform for your needs.  

 
employee advocacy

Your Guide To Employee Advocacy

With the current internet era, there are tons of opportunities that businesses can exploit online. However, any marketer will tell you that beating the online competition isn’t always a walk in the park for organizations. To stay ahead of the competition and maintain reasonable customer acquisition costs, marketers have adopted new trends, including employee advocacy. Consumers have minimal trust with brands. However, when companies use their employees to promote their messages, their chances of winning customers’ hearts increases.

Benefits of Employee Advocacy

 

Wider Reach

Employees have roughly 10 times more connections  compared to brand communication channels and their reach. Besides, your brand messages are likely to be shared 24 times more when they are distributed by your employees.

 

Reduced cost of customer acquisition

The total cost of an employee advocacy program is roughly 10% of paid advertising. Therefore, a robust employee engagement program can see your advertisement costs reduce significantly.

 

Improved trust

Edelman Trust Barometer’s research shows that employees are twice more trusted than CEOs of companies. Because of this, their promotional messages are likely to create more customer trust.

 

Increased sales revenue

Employee social marketing leads are likely to convert seven times more  compared leads generated through direct branded messages.

 

Improved overall company growth

PostBeyond and Golfdale Consulting carried out a survey which emphasized the importance of employee advocacy. According to the survey, companies that embrace employee advocacy perform 202% better  compared to those with unengaged workers. This is due to the improved brand recognition, increased referral traffic, enhanced customer trust and increased new lead generation as a result of the trusted employee voice. 

 

How to Get the Best from Your Employee Advocacy Program

 

There are several things you need to do to see your business benefit greatly from employee advocacy. They include:

 

1. Trusting and motivating your employees

Trust and motivation are the key pillars of a successful employee advocacy program. Your employees have to feel trusted to deliver the right message to the right people. This makes them feel confident and proud to the ambassadors of their employer. Trusted employees are ready to open up for genuine conversations that could accelerate the effectiveness of a company’s marketing approaches.

Although trust triggers internal motivation in employees, a company can do more to encourage them to spread the work on its behalf. It can choose to offer them perks in the form of virtual badges, bonuses, reward points, internal recognition or an exclusive getaway, among other options. However, you need to take your time to understand the best motivational perk for your workforce.

 

2. Give them the freedom to decide

One thing that you need to appreciate about this form of marketing is that your employees might be doing you a favor by going the extra mile to use their online networks to promote your business. Their social media accounts are part of their private life, and you have no influence over them.

As such, when approaching the workers to be your ambassadors, it shouldn’t look like you are coercing them to do so. Just treat them well and make them develop a sense of ownership of your business. Let them see how their extra efforts could bring positive changes at individual and corporate levels. Once you do that, they won’t have any problem sharing your promotional messages out of their own will.

 

3. Set clear guidelines

You need to set clear guideline and best practices regarding the information your employees can share regarding your business. The guideline and best practices should aim at protecting the image of your enterprise. They should also help to prevent legal litigations that might arise from irresponsible content sharing. 

With the guidelines in place, the workers will know the company-related information to or not to share. This helps them more confident to share the right information in a manner that matches their personality and without fear that it might backfire on them. 

 

4. Training

Nowadays nearly everyone is a social media user. However, you should not assume that each of your employees is savvy with social media platforms. From different departmental backgrounds to varying age groups, your employees are diverse. Therefore, their social media skill levels differ and you need to try to harmonize that through relevant training.

In the training, it is important to educate your workers on the best social media platforms for specific content. By posting the right content on the right platform, your messages will reach more of the intended consumers.

 

5. Provide the best tools

You need to support your employees with the right tools to see that they bring the best from their private channels to your business. Among the primary tools you should provide them with is high-quality content. 

Remember the employees are occupied with other major activities and so, they may not have sufficient time to create fresh promotional content for your enterprise. Make their work easier by creating top-notch content that promotes your brand or product for them to share. Or simply let them share their day to day experiences working at your company. The content could be a promotional case study, blog post or a video. Most importantly, ensure that the content is easy to digest and share on social media. 

Also, it’s important to direct your staff to the right social media management tools, such as Pukket, for promotional content sharing. 

If your business has not joined the employee advocacy bandwagon, know that you are missing out on great opportunities. It is high time for you to act and tap into the unexplored marketing potential of your workers. In case you need help in this, feel free to contact Pukket for exceptional professional guidance and ultra-effective services. 

 

customer advocacy

Turn Your Customers into a Killer Marketing Force

Marketing is a very crucial aspect of any business, whether established or start-ups. The rule of thumb is that as a B2C business you should spend between 5% to 10% of your revenues on marketing (2% to 5% for B2B businesses). However some businesses find themselves spending more than the upper limit of their respective category. This, and the fact that digital marketing cost is increasing at a rate that’s five times higher than that of inflation is something you as a savvy marketer can’t afford to overlook. But what if you could use your existing community of customers and turn them into a killer marketing force?

One thing that we must admit is that with the coming of the information age, consumers are growing weary of the too much noise from brands trying to win their hearts by all means. They are put in a situation where they experience business ads right, left and centre. Salespeople are almost everywhere. A person logs in to his social media accounts and a significant part of the information he sees is about businesses. What next? He opts for ad blockers. Finally, the nuisance is done away with but for you as a marketer, it’s an unfortunate move. A recent survey shows that approximately 30% of all people who use internet use ad blockers Another consumer survey shows that 82% of consumers look for referrals from their friends and family members before purchasing something. As such, peer-to-peer marketing has been found to account for 20-50%  of a person’s entire buying decisions. 

It’s Getting Tough For Marketers

Consequently, as a marketer, it becomes more difficult for you to make your message reach your target customers. They rarely trust you. But you can win their trust, although indirectly-through your existing customers. It’s quite easier to gain high-quality sales leads and high lead conversion when a sale process is initiated by a customer who has used your products or services than when using other conventional marketing strategies. In fact, 92% of people trust recommendations resulting from word of mouth while all the survey respondents reported that  they pay more attention to posts and recommendations made by their friends  than they do from the information presented by brands. Interestingly, 37% of the customers referred to a business by other customers have 37% higher retention rate than those who are persuaded through other marketing strategies.

The statistics clearly shows that your customers could form a killer marketing force through word-of-mouth marketing. How do you then convert your customers to ultra-effective marketers of your products or services? Let’s look into that now.

How to turn your customers into a killer marketing force

1. Focus on Customer Satisfaction

If you are truly determined to leverage your existing customers to help you reach more of your target market, you need to ensure that they are happy with what you provide them. Having done that, it’ll be easy for you to win their loyalty and influence them to spread the word about your business.

2. Know Your Customers

Having a deep understanding of your customers, including their location, what they like or don’t like about your business and what influences their buying decisions (especially those related to your business). With the information, you’ll be able to find the best customers who could become your great marketers and how to motivate them to tell the people around them about your business and products/services.

3. Offer Value

Although you can’t put a price on customer loyalty, a customer will feel more appreciated if you provide something more than just what you normally offer them for helping you in your marketing. Ideally, it’s a give-take relationship. Although it might just a simple token of appreciation, for instance, a shout out, small give away or exclusive information access, it goes a long way to making a customer feel more motivated to give you continued support. 

4. Request Testimonials

Once you identify your best customers, you can go ahead and ask them to write personal stories showing how your product or service changed their lives. You can then incorporate the testimonials in your website content and ask the customers to share them on their social media profiles. When posting the testimonials on the media, you can request them to include your website’s link so that those who see the posts can reach you easily. Customer testimonials are super-effective sales tools not only because they are from verifiable and trusted sources, but also for the reason that stories have a tendency of sticking in people’s minds.

5. Incorporate Customers in Your Support Forum

Do you have a forum where customers can ask questions and get answers publicly? If you don’t have, you need to create it and incorporate your existing customers into it. Although your sales or support team can answer the questions asked on this forum, especially by prospective customers, the answers that your customers will provide will seem more genuine, thus highly likely to influence your lead conversion rate positively.

6. Involve Business Virality Experts

Creating and implementing a successful customer advocacy plan might not be a walk in the park for you. While analyzing and putting analytics into proper use in the marketing strategy is a hard nut to crack for someone with minimal experience, involving a business virality expert like Pukket improves accuracy and yields better results.

Feel free to contact Pukket in case you want help in creating a killer marketing force from your existing customers. 

 

 

Effective marketing strategies

Five Effective Marketing Strategies Marketers Rarely Focus On

With the prevailing information age, winning consumer trust is one of the most challenging tasks for businesses, especially start-ups. Traditional marketing channels are becoming expensive and ineffective as consumers have become quite selective of the marketing information they absorb and act upon. The rise of ad-blockers aggrievates the situation even further as many internet users use them block online ads, which according to them, are just a nuisance. This is a great threat to online advertisements. It’s high time savy marketers think outside the box to find alternative marketing strategies that are more effective and cost-efficient.

As you try to figure out the options, it essential for you to know that you are approaching people who are like your ex; they don’t trust you. They are almost fully fed up with marketers. In fact, only  4% of them trust marketers . Deceit is the first they see in you whenever you advertise your products or services. That’s why they will go to the extent of paying for an ad blocker to stop seeing your ads popping up on their screens. How will you then reach them if they can’t even give you a chance to show them the nice products or services you have in store for them?

A Customer Centric Era

Customers trust other customers for unbiased information about a product or service than they do to marketers. Unlike a marketer who has an agenda of promoting their products or services or generate sales, customers will in most cases talk positively about a product or service when it actually benefits them. So, if you really want to reach more customers, you need to use the existing ones as a bridge. However, you must ensure that your current customers are satisfied with the value that you provide them. Develop the best product or service and provide top-of-the-line customer service

Having done that, it will be very easy for you to turn them into your ambassadors. On that note, let’s have a look at some of the authentic marketing approaches you can use to make your satisfied customers recommend your brand, business, products or services to their friends and family.

1. Customer advocacy programmes

Customer advocacy program refers to a marketing initiative whereby a business offers incentives to its customers to turn them into spokespeople for their brand. In as much as your customers are delighted by your products or services, their busy lives may make them forget to spread the word about your business. Their limited leisure time might be so occupied with other activities that they won’t have time to talk about your business, unless when a specific related need arises.  

However, in the midst of their busy lives, your customers can still afford some time to share their good experiences with your business if they know that you’ll show them some appreciation in the form of simple incentives for their effort.  

There are various incentive options you can choose from, but money isn’t a good idea for the initiative. Giving them money will appear like you are buying their loyalty and this might not end very well with you. In Pukket, we reward Pukket points to customers in our customer advocacy programs. People who get these points as a reward of content sharing can then spend the points on vouchers.

2. Brand ambassador programmes

When you are committed to offering top-notch services or products, you get customers that are so loyal to your brand that they won’t mind showing their support to it even if it’s for free. You can recruit such people to represent and promote the brand or spread the word about your recent/upcoming product/service launch. Although some companies don’t pay their ambassadors, giving yours a token of appreciation in the form of a few bucks, services, products, or resources can enhance the ambassadorship in a great way.  

3. Referral programmes

One of the most effective marketing strategies used nowadays is referrals. In a referral program, you prime and reward your customers for helping put your business, products or services in front of prospective leads. Take time to find out the best reward for motivating your customers to refer your business to their friends and families. You can give them a discount, redeemable points or purchase credit whenever their referrals act on your call to action.

The power of word-of-mouth can see your business experience quality leads and meet its revenue targets without spending a fortune on customer acquisition. Pukket can help you to develop and implement an ultra-effective referral program. Besides, our platform enables you to measure your referral analytics very conveniently.  

4. Encouraging customer reviews and testimonials

Customer feedback, just like referral programs, are seen by other customers as authentic, giving a true picture of your business. Reach out to the customers who’ve used your product or service, seek to find out their views about it and request them to leave a review about the same on your website or social media pages. You can also ask them to incorporate the reviews and testimonials on their websites, social media profiles and/or products to promote the visibility of your business further.

Customer reviews and testimonials do not only prove value to prospects but can also help you understand why you are retaining or losing customers.

5. User-generated content

Encouraging the creation of user-generated content (UGC) is one of the most effective marketing strategies a brand can take up in 2020. UGC is the content created and shared by your unpaid fans to promote your business or brand. It could be a picture, a video, a tweet, a blog post, a testimonial or any other form of sharable content originating from a person who is so enthusiastic about your business that they can go that mile to make other people aware of your awesome brand, product or service without expecting any payment for the effort.  

Do you want help in any of the above five marketing strategies? Pukket is your solution to running such programmes and initiatives. We’ll make your customers create content that is ten times more impactful than branded content, consequently helping you to cut down on your promotion costs significantly. Please visit this page and get in touch with us.

cac

Shareability: Your Answer to Lower Customer Acquisition Cost (CAC)

Do you feel like your customer acquisition cost (cac) is too high? You are not alone. The cost of acquiring new customers has risen by more than 50% in the past five years. The reason behind such a sharp increase is the fact that consumers are losing trust in ads and traditional channels of marketing. In as much as technological advancements have brought much efficiency in the business arena, they are majorly to blame for the business trust erosion. There rise of the internet in the recent past has brought lots of information in front of the consumers. Unfortunately, only a little fraction of the information is factual and worthy of trust. Consequently, the targeted customers feel taken for a ride. They no longer trust businesses easily.

High CAC and reliance on ads can kill a startup

According to  Hubspot Research Trust Survey conducted in 2018, 55% of the customers who participated in the survey said that they don’t trust the companies they buy products or services from, as they used to. This is an indication that businesses have to do more to win trust from their target customers. They need to spend more resources on their marketing strategies to stay afloat and grow.  

Things are even harder for startup businesses. How do you convince a customer who has at one time bought a contraband product posed as authentic that you are different from the quack seller? You can use the most eloquent, most convincing and the smartest salespeople or most viral ads, but still find yourself struggling to gain a reasonable customer base. In fact, the survey by Hubspot shows that 65% of its respondents don’t trust business advertisements while 71% of them don’t trust sponsored social media ads.  

Therefore, if you solely focus on sponsored ads to increase your brand, business or product awareness, you might end up spending huge chunks of money on the marketing strategy and still fail to get the desired results.

Unfortunately, high customer acquisition cost (CAC) can kill your business , especially if the customers that you get don’t generate consistent and long-term revenue. This is because your return on investment (ROI) will be low and at some point, it may not be sufficient to keep the business running.

Organic and sustainable growth is paramount

Don’t throw in the towel yet, even if you are feeling like your business is sinking due to high CAC. You can still salvage it by cutting on the amount you spend on customer acquisition. The best way for reducing your CAC is to focus on the organic growth of your business. You can achieve this by enhancing the business’ internal sales to increase its output. This can often take place by making each and every customer touchpoint a shareable moment.

Although there’s no single formula for the generation of organic growth, virality has been reported by many businesses from various sectors and industries as one of the best approaches. Virality is the tendency of a piece of information/content to be spread rapidly as people communicate. While making something go viral is difficult to achieve, shareability is something that’s easier to implement. For users to start sharing your product or services online, you need to provide them with a great experience filled with shareable moments. This could be providing them with shareable badges, achievements or even quotes.

Use your existing customers well to drive down CAC

People trust people. Your customers can make or break your business, depending on the level of satisfaction your business provides them. You treat them well and they reciprocate with gratitude and loyalty. Otherwise, your reputation will be at stake.

Your potential clients are more likely to trust their friends and family members who’ve had an experience with your product or business than your marketing representatives, commercial ads, your assertions about it or any other information on the web regarding it. Therefore, you should take anything they say about you very seriously. 

It is not only important to ensure that you do your best to satisfy the needs of your customers, but also get them to talk about your brand experience on social media. Their feedback can bring lots of referrals that could see your conversion rate hit levels you’ve never imagined of.  For that to happen you need to provide your community with opportunities and tools to talk about you with their friends and family online.

Although social media is vast, your presence should not miss on Instagram. It is like everybody, including your existing and potential customers, is on the platform. So, you have million-dollar opportunities to exploit there.

Pukket Is Ready To Help You!

It has never been easier to identify, evaluate and reward customer advocacy at scale. Pukket’s will automatically take care of all those tasks for you to reward your customers (or employees) for their advocacy. This is often called community marketing. Your community of customers and employees are four times more likely to share their opinion about your brand if they are rewarded in return.

Pukket is the perfect social rewards platform, enabling you to encourage your community to start sharing their related experiences on social media. On that note, Pukket is set to walk with you until you get the desired results. Together we’ll encourage people who’ve used your products or services to share their experiences and increase awareness about your brand.

Forget the costly influencers. Work with Pukket to achieve higher customer loyalty without breaking the bank for organic and sustainable business growth. Click here for more details about our product.