All companies recognize that the positive things customers say about their products is marketing gold.
Think about the last time you searched for a ramen restaurant and put stock—can’t resist a bad pun—in Yelp to find your destination; or your dependence on online reviews before shelling out money for the latest gadget.
The same goes for B2B companies. Study after study points out the most trusted source for buying decisions is peers.
Yet, how PR amplifies the customer’s voice hasn’t changed much in 20 years. We fling out news releases with clever narratives like, “We’re pleased that Company XYZ conducted an exhaustive evaluation and selected us.”
We place application articles, retweet customer tweets, and those with enough budget might create customer videos.
Fragmentation of “customer influence” Assuming good execution, these tactics amplify the voice of the customer, but the fragmentation of “customer influence” in today’s world calls for fresh thinking on how we help those who use our clients’/companies’ products get the word out.