How Small Businesses Can Hack Their Marketing by Turning Customers Into Influencers
May 7, 2014
Your best customers are your greatest influencers. If you’re a small business, you don’t have to be scalable. Your personal relationships are going to get you more customers.
According to the Pew Research Internet Project, 71% of adults online use Facebook. According to Pew’s Social Networking Fact Sheet, 46% of adult Internet users post original content online, and those who are active online have almost 700 connections in their personal networks.
What it comes down to is this: Everyone is an influencer to someone. Whether a customer mentions your business to one person or one thousand, the word is getting around.
The key is getting them to mention you and say all the right things.
Take Inventory of Your Best Customers
Small business owners should already know who their best customers are - they’re the people who buy the most frequently and spend the most money. To find them, dig through your email list, social media following, and customer-base to discover who they are.
This small group, or the top 20% of your customer base, generates 80% of your yearly sales. These “superconsumers” can offer great insights, which can reinvigorate your marketing efforts and help you reach a new audience.
Once you’ve gathered the data on your best customers, ask themselves these questions:
How do your best customers feel about you?
Are you treating them better than any other customer?
Are you reaching out to them consistently, in a helpful manner?
How can they help you find those customers that ought to be buying from you but haven’t yet?
Are they spreading the word, and are you rewarding them for doing it?
It’s important to not only identify but also to understand your best customers. Dig deeper than age, location, and purchasing behavior. Learn about their wants and needs and problems. How can you become their solution?
Activate Your Best Customers
There’s a difference between identifying your best customers and activating them. Put simply, brand loyalty is a two-way street. You need to interact with customers and give them special treatment, and they’ll give you brand loyalty in return.
Once they’ve been activated, they’ll become the best kind of customer there is: brand activists. Brand activists are happy to be featured on your blog. Brand activists will agree to a video testimonial. Brand activists will let you use their quotes on your homepage. They’ll review your products or services readily. They’ll give you a peek into the mindset of your customer. And all you have to do is ask.
But activating a customer takes time. If someone writes a positive review or sends an affirming Tweet or consistently purchases new products, that person is not yet activated. You need to reward those people first. Try following up with a thank you note and an offer for VIP service. A thank you can sometimes be the most effective marketing technique available. Sometimes that’s all it takes to activate a customer, and a “thank-you note mentality” should never be underestimated.
Once you’ve given the note, it’s time for the big ask: Will you help me out? This could happen in person, via email, direct message via social platforms - just make sure your outreach is personal and meaningful. Share your goals, whether it’s getting more website traffic or email subscribers or Facebook followers. Ask the customer to generate content on your behalf: write a review on your Facebook page, use a certain hashtag on Twitter, or share an image on Instagram. It not only has the potential to generate more business, but also shows customers you value their opinions.
Once you’ve shared that give-and-take experience, you’ve got a customer for life. That’s the kind of brand loyalty larger companies would kill for.
Be Your Best
Engaging with customers is hard work, and the results are hard to measure. But really, a successful influencer marketing strategy comes down to a habit that any business can start practicing: make friends. Focus on making quality connections just as much as making quality products or services, and you might discover that the biggest influencer is looking right back at you in the mirror - it’s yourself.
Learn more about defining your “supercustomer” … otherwise known as the Buyer Persona.