How Let Your Customers Sell Your Product For You
How Let Your Customers Sell Your Product For You
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In today’s interactive environment, customers want and demand more interaction about the products they are purchasing. Sixty-one percent of purchasers consulted online customer reviews as they were making product or service selections, according to Opinion Research Company, a leading marketing research organization in the United States.
Over eighty-three percent of respondents said that those reviews had at least some influence over which products and services they purchased. People like to read reviews about travel/recreation/leisure services, electronic goods, household products, clothing, automotive goods, personal care items and food products before making a purchase.
Why not combine the online customer review phenomenon with another huge growth area on the Internet, the use of video online?
For a long time video was rather infrequently used for two reasons. First, many people were still working with dial up connections which made downloading videos a punishment and simply not worth the effort.
Second, most people did not know how to make a video and did not have the money to engage a professional videographer for their low budget online business. Now all that has changed. The spread of broadband access combined with cheap video cameras and free online editing software have made it simple for just about anybody to put together a reasonable looking video for online use.
We know that one of the issues people have with buying online is a concern about trustworthiness. Because your potential customer can not touch and feel your product or look you in the eye when asking questions about reliability, quality or warranties, you need to find other ways to establish and maintain a trusting relationship. What better way to establish trust than to use other customers testimonials about your product to encourage others to buy?
But, how do you get a customer video when you almost never meet customers face-to-face? In fact, some vendors do meet customers at trade shows and that is a great place to tape testimonials. The ambience of a trade show will come through and make it very clear that the person talking is willing to endorse your product.
Alternatively, you can solicit testimonials from your customers. Asking that they send them to you so you can post them on your website and possibly host them on Youtube or some other video sharing site. The magic of that approach is that when you explain to your potential customers that people have taken the time to send in a testimonial, you have sent a powerful message about customer support.
But how do you get people to take the time to send you a testimonial? First, your product and your service need to be something worth talking about. If you think you have problems in either area, do not begin this kind of project until you can feel fairly confident about the response. Even though it might be nice to think about rewarding a customer for taking the time to video a testimonial by offering some sort of gift of thanks, your gratitude could be interpreted as paying for reviews.
Instead, encourage people to send in video of themselves using your product, showing the interesting ways they use it and, by the way, mentioning its value. Or, establish a panel of experts whose videos about your products are instructional and at the same time, promotional. People love to be recognized; make your customers your advisors and experts and you are bound to get lots of good video material to use.
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