- User-generated content Why do you need to collect user-generated content? We’ve been talking a lot lately about survey fatigue. It’s making it really hard for brands to collect user-generated content. Survey fatigue is, well, what it sounds like – people are sick of companies bugging them all the time to fill out surveys and review their experiences. We’ve just put out an ebook all about […]
- Reviews How telcos can improve their bad online ratings The pressure is mounting on telcos. As we mentioned before, they’re in desperate need of a little relationship therapy with their customers. We’re not pretending this isn’t a tough ask. They’ll still need to win over new customers while keeping existing ones on board. But it’s tough to do any of that while they’re getting […]
- Content marketing The purchase journey doesn’t start with what you sell anymore We’re strong believers that the purchase journey no longer starts with a product. Or even a brand. Every buying decision starts the moment something happens in a consumer’s life that makes your company and its products relevant. We recently had Rand Fishkin on our podcast, the founder of Moz and one of the world’s top […]
- What consumers do Why conversations with real customers beat influencer marketing Imagine paying a celebrity £75k to endorse your product on Facebook… while having no idea if you’ll get anything in return. That’s influencer marketing in 2017. You can probably think of better, and more sensible, ways of spending your money. £67k on a Youtube video or £53k for a Snapchat post, anyone? Thought not. Welcome […]
- User-generated content What’s the real essence of the travel industry? What happens when you’re on holiday? You make memories you want to share. It was a no-brainer for British Airways Holidays to start asking customers to share their holiday memories in the form of reviews, stories and photos. But it was the possibilities of what they could do with that user-generated content (UGC) which was […]
- Reviews How to set up your Google My Business profile A Google search is the first step for many a purchase journey – so you need to make sure your business is in the best position to be seen. A profile on Google My Business is easy to set up and allows you to provide accurate online business information, interact with your customers and attract […]
- Innovation Tesla is revolutionising service, not tech American automaker, energy storage company, and solar panel manufacturer Tesla is – at the heart of it – a tech company. That’s why it’s so cool that Elon Musk and his team have managed to do the unthinkable: make the electric car – once the vehicle of choice for vegans and eco-warriors – mainstream. Best […]
- Reviews How LV= increased visibility of customer reviews in its search results LV= has quite a simple goal: “to be Britain’s best-loved insurer.” We interviewed the brand’s senior digital engagement manager Nigel Saxon last year about how one of the UK’s leading car insurance companies is developing a closer relationship with its customers by listening to them, collating feedback and driving improvements. The best bit: LV= is working closely […]
- What consumers do What is a Net Promoter Score? So you know that guy, Frederick Reichheld? From the global management consulting firm Bain & Company? No? Well, we didn’t either up until 2003 when he introduced a new metric to measure customer loyalty. Since then, the range of key brands who have been using it has become quite impressive (Apple, Porsche, Sony, eBay… a more extensive list […]
