Welcome to the latest installment of our weekly blog series, Marketing Trends. Each week, we will identify a key trend in the world of marketing. We’ll discuss the trend, why it’s important, and suggest ways that you can take advantage of this trend in your company.
Last week’s trend was Negative Calls to Action.
Today’s Trend = Featuring Customers
You, as a marketer, can spend all of your time and energy telling people how great your brand is, how many people you’ve helped with your products, how crappy your competitors are, and how you’re the answer to the ills of the world.
But there is just one problem, it’s coming from you. It’s coming from your company. Of course you think you’re great. We’d expect you to as consumers.
And in the new age of advertising, it’s not enough for you to think you’re great. Other people, real people, not on your payroll, need to think you’re great too.
Review sites like Yelp, and social media have changed the landscape. Nowadays people do a lot more research before any buying decision. And they want to find out what other people have to say about you, people like them.
That’s the genesis of this week’s marketing trend, featuring customers in your marketing.
It’s not a new thing, but it’s gaining in popularity. More and more companies are actively recruiting brand enthusiasts, customers who can promote on your behalf. Those customers are being featured in everything from social media posts to TV commercials. And it adds a new level of trust between the company and the marketplace.
How can your company take advantage of this trend?
You can start by actively recruiting your own ambassadors. Reach out to loyal customers and make a connection. Find out who they are and why they purchase from you. Pick some of the most representative customers and get their permission to use their likeness and their words in your promotional materials. Testimonials, written or video, are a great place to start. And begin to build your brand around the people that really matter, your customers.
What marketing trend should we cover next? Now accepting submissions for marketing trends that we will cover in an upcoming installment of this series. Submit your ideas via our contact page or in the comments section below.