- 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 […]
- User-generated content What makes a perfect product page? A great product page should inspire, inform and reassure your customers. It should act as the ultimate online salesperson. And all good salespeople know that customers have more information at their disposal than ever. People are beyond just listening to celebrity spokespeople and paid endorsers, or getting the official brand spin. They want to hear a story when […]
- Reviews How to stand out on Google – 2017 update These days, it doesn’t matter how amazing the UX is on your company website if no one is getting there in the first place. You need to get yourself noticed as far up the purchase funnel as possible, otherwise you may be striking yourself off of the consideration list. For a lot of consumers, Google […]
- Brand Online reputation management using customer reviews Online reputation management is a full-time job for today’s brands. Customers can do their homework about a brand more quickly, easily, and thoroughly than ever before. And it’s not just consumer advocacy websites like Which? informing potential shoppers – now more than ever, people are looking for the opinions of ‘people like them’ through reviews. […]
