Word of Mouth (WOM) is far better than the traditional advertising, and much needed for retail fashion accessories business. Getting recommendations from dedicated customers help drive awareness and boost your reputation, without suffering from big marketing budget. Ultimately, it increases the sales in the long run.
What to do to boost WOM
from your customers? Here are key points to remember:
Find out potential key
influencers
Determine who among your
customers can be influencers. You do not want to spend more time on
everybody else, but those loyalists and enthusiasts. Go to your
database, check out their purchasing history, interactions, etc. and
see who could be the best candidate.
You can also check their
social media accounts. You may be lucky to find out that one of them
is a blogger, which can be a great way to creating contents that
drive potential customers.
Encourage them to do
reviews
There are those people
who are really willing to share what they have experienced. One of
which is to make reviews. Making reviews does not only drive
potential customers but also it helps you rank in the search engine.
Yelp or google reviews are already great tools to let others know
about your products and your customer satisfaction through star
ratings.
Offer Referral
Incentives
Like what Sony did, after
they listed their possible influencers, they send email to them
offering an amount of money if they refer their products to their
friends or anyone. You too can make use of this strategy to your
advantage.
Create Contents
You can coordinate with
bloggers and your potential influencers. Contents are seen to be the
most effective way to drive in potential customers, and of course to
your existing consumers. You can create contents on how-to, tips,
events, maybe even telling the history of your retail
fashion jewelries shop, videos, podcast, and many
more. Through this, you are not only making them a buyer but also
offering more from what they have bought from you.
Above all, get serious to
your business. And make sure what information have been said and
transferred are really true. It is because no matter how great are
you in making reviews and contents, nothing compares to firsthand
experience. If it does not conform to what has been claimed, it will
end up like the influencers are just being paid and not being true.
Furthermore, with the
right mix above, you can expect to widen your community of brand
evangelist, increase sales and makes you profitable in your retail
fashion accessories business.
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