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BizReport : Blogs & Content archives : October 15, 2015

Top 3 tips to make customer part of the team

From blogs to social media consumers are weighing in on favorite products and brands all day long. One expert believes this kind of consumer interest can be a huge help to a brand - if the brand is ready to make the shopper part of the marketing team. Here's how to do it.

by Kristina Knight

Create compelling experiences that entice consumers to participate.

"If the campaigns marketers create are fun and sharable, and they provide real value to the consumer, it becomes dead simple to attract new consumers. But these campaigns have to naturally align with what consumers already enjoy doing. Sharing photos, taking personality quizzes, creating memes--consumers take these actions every day and share them with their peers. Ensuring your campaigns are aligned to what your customers are already doing will help set your marketing up for success," said Jeff Soriano, Senior Director of Demand Generation, > Offerpop.

Consistently monitor consumer participation and leverage the data for better targeting and segmentation.

"The more you engage with consumers, the more data you will uncover. Marketers should leverage this data to better segment and target their audiences," said Soriano. "Additionally, this data can help build more accurate look-a-like models based on a brand's most engaged consumers. Better segmentation and better targeting equals better performance."

Capture and leverage user generated content (UGC)--photos, videos, posts, etc.--into all of their existing marketing channels.

"Consumers trust their peers and their peers' content far more than they do brand-produced content. In fact, 92 percent of consumers say they trust UGC more than any other form of marketing. By surfacing these user-created images, videos and posts in the right network, marketers can greatly increase their existing initiative performance, while also saving money and time on brand-produced content," said Soriano.

Image via Shutterstock

Tags: consumer marketing strategy, Offerpop, social marketing, social media, user generated content

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