Every business has at least one special customer. That guest you can call by their name, and a quick shopping trip that can lead to a thirty minute conversation. While it’s great to have their financial support for your store, it’s even better when they can help influence other consumers to shop at your store too.
Turning valued customers into influencers can help your business reach and connect new consumers, because they become your spokespeople. Like celebrity endorsements, an influencer broadcasts their support for your store, product, or service to other customers. But unlike celebrity endorsements, the influencer is someone who has a real relationship with your store.
Word-of-mouth advertising is considered by customers to be one of the most trusted forms of marketing. In 2013, Nielsen reported that 84% of people trusted personal recommendations when deciding on a purchase. Having a customer share stories and experiences with others will make them feel that your business can be a resource for them as well.
An influencer can act in many ways to help spread the word about your business. With social media posts they can discuss your customer service. You can interview them and use it for a video or audio advertising campaign. They can be at your table during a live event and offer testimonial guidance to customers.
By sharing their stories with their friends and other consumers, an influencer introduces your store as a place that they can trust for solutions. Maybe you can offer influencers special promotions to thank them for the work they are doing for your business. Also, don’t feel like you can only have one influencer represent you. If you think a customer would be a good advocate, approach them about joining your team of influencers.
Gaining customer support is the most important part to running a business. One bad review can hurt your business. With an influencer on your side, however, you can continuously build consumer support within the community.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.