In the post-Covid-19 economy, our businesses will become increasingly dependent on our digital connections to our customers and our community. The longer you have been working in marketing, the more counterintuitive this brave new world will be. Traditional marketing weapons, from direct mail to email to television and display advertising, are becoming increasingly ineffective. The online search drives nearly everything these days. It is time for a new approach. Today's marketing must leverage technology's power and integrate the community's human appeal.
Here are some examples driving this trend:
What’s going on here?
The answer is one part Pandemic, two parts software development. Nir Eyal can help us understand how and why this is happening from the software perspective. Eyal is Stanford MBA and behavioral scientist who wrote a book called, Hooked. The book has taken the software development world by storm. Eyal started out creating online games and learned how to create communities of gamers who couldn’t stop playing his company’s games. In his book, Eyal builds on the gaming software paradigm to show how to build habit-forming products of all kinds. His formula for success involves a four-step process of creating a trigger (say, an email from Facebook saying one of your friends posted on Facebook), action (posting a comment), variable reward (likes for your comment), and investment (making some posts of your own gradually over time.) Community, it turns out, is addictive. By isolating us, the Pandemic has added fuel to the fire.
The Big Changes Afoot in Marketing
“Two-thirds of marketing is taking place without us [the marketers]” intones East-Tennessee-based Mark Shafer, online marketing guru and author of Marketing Rebellion, “...Our hyper-empowered, tech-enabled customers have moved to a different place.” In a recent Harvard Business Review (HBR) article, When Community Becomes Your Competitive Advantage HBR’s Jeffrey Bussgang, and Jono Bacon take the idea one step further: “If a company can transition from simply delivering a product to building a community, they can unlock extraordinary competitive advantages and create a superior business model.” Among the solutions that Mark Shafer prescribes is User Generated Content (UGC). Shafer suggests leveraging UGC content, much as a surfer might ride a wave (rather than be hit by it.) HBR authors Bussgang and Bacon believe businesses need to create an environment that “incentivizes the behavior [the business wants] to see, exposes the value generated, and highlights and rewards great participation.”
There are social, business, and technological underpinnings to these trends.
Start with Google My Business and Facebook
So, how should your business leverage this trend? We recommend our clients start with baby steps. Since Google owns the ranch in search, we recommend spending the small amount of time it takes to have a robust Google My Business (GMB) page. GMB pages are free to set up, and your GMB page is what people searching for your business usually see first. Ensure every satisfied customer writes a review by following up with them post-purchase with a link to your GMB reviews page. Integrate hours information and appointment setting capabilities, and if you have multiple offices, make sure all of them appear in the GMB locations. Add answers to frequently asked questions and take the time to tell Google detailed information about your products and services. GMB’s capabilities are growing almost daily, so stay abreast of changes and update GMB once a quarter. Facebook small business pages offer a similar suite of capabilities to GMB and should be managed and updated similarly.
Building A Product Reviews Capability
For larger organizations with larger budgets, consider adding user-generated content to any products you sell online. Make sure that you find ways to provide social proof to your product profiles. Software as a Service (SaaS) offerings in this category are growing quickly. Larger, more established providers include Bazaarvoice and Trustpilot, among many others. Even Shopify offers a product reviews app.
For companies operating in the B2B space, the advisory council is a valuable way of creating community. As the Pandemic allows, select a group of your best customers and invite them to join you are a resort somewhere pleasant. Pay for their hotel and meals for a few days in exchange for their input in round table discussions. If this is not possible, a zoom meeting or two rewarded by some gifts can work too. For example, ten years ago, one vendor gave me a Gortex golf suit which I still have today! Use these customer councils to test your hypotheses about new products and enlist their help in defining new ones. Prioritize opportunities that will improve margins, create a competitive advantage, and enhance the customer experience. Make sure to take action on their gripes so that they know you value their insights.
Digital or not, our community is where we find it. Here are some examples from my community. My friend who owns a fence contracting business gets referrals from the neighborhood Facebook page. Another friend, who owns smoothie franchises, donates smooth drinks at local golf fundraisers and hands out free drink cards to student-athletes to build customer-trial. A local orthopedic clinic provides its staff to work the sidelines of local football games and prioritizes scheduling injured athletes. A local restaurant hosts post-game drinks and snacks for a local high school football team's parents and coaches. Another company I know monitors post office address changes and offers welcome wagon security upgrades to new arrivals. Our church's services and giving are online now.
The possibilities are endless! Make them digital and see them scale!