eWOM, or electronic Word of Mouth, may be a real-time reflection of your Brand and Company image. this is often generated by all the reviews, comments, likes, mentions and more that appear about your brand on not only your own website and social media pages, but also on review sites like Yelp and Google.
So how does one manage your eWOM and make “eWOW?” you want to cultivate engagement, be transparent and ensure your team is actively engaging together with your users and creating authentic content.
We all know that social media has been evolving at an outstanding pace. within the last seven years, the amount of Facebook users has doubled, and LinkedIn users has tripled. additionally , Twitter, YouTube, and Instagram users have all seen increases.
With this staggering growth, social media’s impact is being seen by leading manufacturers and distributors who are managing this important think about buyer behaviour. you recognize the lotto cliché, “You need to play to win.” an equivalent is true for social media.
If you’re not monitoring and managing your eWOM you’ll make certain your customers (or past customers) do so for you. Although the thought is to interact active users within your customers, you would like to make certain the voices being heard are from your brand ambassadors, not the guy who ordered the incorrect product last month.
Many industry leaders have dedicated team members who post consistently, some have the marketing department post occasionally with just a replacement product launch or similar “news,” and a few are still sticking their heads within the sand.
But how does this impact strategic selling? A recent survey sponsored by Demandbase shows some significant changes in buyer behaviour within the last six years. for instance , in 2018, 65 percent of B2B buyers relied on peer recommendations and review sites compared to only 20 percent in 2012. Buyers also are spending longer online researching products because the initiative within the buying process. they’re browsing through posts and discussions, asking contacts and industry peers for input, and even seeking the insights of industry thought leaders.
The survey also shows sales teams can have an impression if they supply the proper content at the proper time within the cycle. you’d think the proper content is insightful product information like what pain points does it address, how easy is it to use, and the way it’ll save on labour, right?
Well, partially right. However, a powerful percentage of buyers now expect their vendor web and social content to demonstrate more. Specifically, a knowledge of not only their industry but also their specific company. If the buyers can take the time to research your products, then they expect you to require the time to research them and to demonstrate your knowledge.
Sales teams and particularly market segment specialists should establish themselves as thought leaders in their niche markets. One easy step is sharing product posts on the other hand adding authentic and private insight that ties that back to a selected story a few customer.