Activate your brand’s WOMO (Word of Mouth Optimization) using this customer-centric strategy! [Thursdays: FYO!]
In a span of nearly 10 years, Netflix experienced almost 10 times growth in terms of its customer base.
―its paid subscribers went from 24 million in 2011 to over 204 million in 2020!
One of the factors that drove that growth?
An amazing customer experience.
Here are some reasons why Netflix became a big hit to customers worldwide:
- Personalized and localized content – The platform’s algorithm figures out what movies or TV series best fit a subscriber’s preferences based on his or her location and recent watches.
- Online communication – Netflix has dedicated separate Facebook and Twitter pages for each movie genre and different Instagram accounts for each Netflix original series.
- Strong online communities – The platform has built strong communities for various movies and TV series so subscribers don’t miss out on interesting and trending topics.
For example:
Netflix manages the American sitcom BoJack Horseman’s Twitter account from the perspective of the main character, making it seem like online users are really interacting with him.
Because of this, more online users enjoy interacting with BoJack Horseman by liking, retweeting, commenting on posts, and tagging the Netflix show’s Twitter page on user-generated content (UGC)!
At present, BoJack Horseman’s Twitter account has over 560,000 followers.
As a business owner or marketer, why should you build a good customer experience online?
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It helps you grow your customer base.
Companies nowadays don’t just rely on their own efforts to expand their reach; they also rely on the goodwill of customers to spread the word about their business.
That’s why a lot of brands are maximizing their social media presence to cultivate consumer trust and provide good customer experience.
When that happens, businesses not only activate better WOM marketing but also get solid and positive reviews and recommendations from customers!
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It leads to better customer engagement.
According to a study conducted by data measurement firm Nielsen, 92% of consumers rely on recommendations from family and friends.
If your brand is trusted and recommended by many consumers, then awesome!
That means you’re doing something right in the customer experience aspect that compels consumers to talk about your business.
Keep on building a customer-centric service. As you do that, you’ll be able to boost your customer engagement rates, encourage more interactions, and build mutually beneficial relationships with your target market.
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It increases customer loyalty and retention.
Many consumers look for high-quality products and services at an optimal price. Some are even willing to pay more for the same product or service if they feel you’re providing extra value.
One way to offer that value to your customers?
Good interactions!
Building an exceptional customer experience around your brand also means building a foundation for loyalty and customer retention. When that happens, you’ll generate more leads to your business and expand your online network!
Now that you know some of the benefits of building a good customer experience, you must also take note of some strategies you may use to improve in this aspect:
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Encourage customer feedback. This helps you conduct improvements and drive positive change in your business’ daily operations.
You may gather feedback about your brand through:
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– Surveys
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– Email contact forms
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– Usability tests
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– Interviews
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– Social media
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– Website feedback
With customer feedback, you’ll be able to improve how you do business and keep your target market at the center of everything you do.
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Avoid relying too much on automation. A good customer experience is reliant on human-employee-to-customer interactions.
In other words, it’s still about people.
While it’s good to automate some of your brand’s digital marketing aspects to be efficient in terms of time, energy, and resources, you still have to remember that your customers are humans.
That means you shouldn’t treat them as merely data or stats that your business has to achieve!
Make sure you understand your customer’s journey so that the improvements you make are aimed towards addressing his or her pain points.
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Show appreciation towards your customers. Make your buyers feel that you care about their time, effort, and money!
You may express your gratitude by doing things like:
– Sending a handwritten “Thank you” note. – Conversing with customers through a direct email, a direct message, or even face-to-face when applicable. – Giving product upgrades or discounts. Thanking customers makes them feel seen, valued, and heard. When you show your appreciation from day one, you build positive momentum that will carry your business relationships forward.
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Keep track of your customer experience metrics. There are different indicators that help you identify whether your customer experience is working for your brand or not.
These include:
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– Net Promoter Score (NPS)
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– Customer Satisfaction (CSAT)
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– Customer Effort Score
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– Churn Rate
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– Customer Lifetime Value
Keep in mind that quantitative data goes hand-in-hand with qualitative data. When you use one of these tools for your brand, make sure you pair it with one of the methods mentioned under “Encourage customer feedback” (bullet 1).
This will help you further improve your customer experience strategy to meet your target market’s needs.
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Customer reviews and testimonials have huge impacts on your brand’s recognition and WOM marketing.
… but if you want to encourage more positive feedback and expand your online presence and network, then you have to build an excellent customer experience that stands out in your target market’s minds.
Make an effort to maximize your brand’s superior customer experience aspect into new and repeat purchases, stronger online presence, and lasting brand recall!
Soon, you’ll reap the rewards of building a community of satisfied, loyal, and long-term customers!
About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”
Why should you stop thinking SEO and start thinking FYO?
We’re not saying that you should abandon Search Engine Optimization (SEO).
Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.
The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.
Better yet, get to the top of page one for Top Results on Google or any other search engine.
However, what is the purpose of SEO? It’s that customers Find You!
That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.
How can we look at this from a different and better perspective?
Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?
FYO! Find You Optimization!
You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).
Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.
Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).
Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.
Hope you’ve found this week’s insights interesting and helpful.
Stay tuned for next Thursday’s FYO!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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