Babies, banking and beauty don’t often find themselves in the same category, but when it comes to building a marketing strategy, these industries share one very important goal: establishing trust with the customer.
According to a Nielsen study, 83% of us trust the recommendations of our friends and family when considering a purchase, but for some products and services, customer peace of mind is not just a bonus, it’s absolutely vital.
Any first-time parent will tell you all about how terrifying it is to navigate the minefield of baby products. There is so much out there, it can feel impossible to know where to start. What is good? What is bad? What is safe? What is healthy?
Of course each brand is going to tell you that their product is the best, but their naturally biased messages are just not enough to help customers decide what is right for them. That’s where referral marketing comes in.
Nothing puts your mind at ease more than talking with someone who has experienced a product first-hand. An independent, honest opinion from a fellow parent who is going through the same overwhelming things and can reassure you that a product does what it says on the tin, and does it well.
At Harviist, our plug-in software creates campaigns that are designed specifically to mobilise your customers to share your products with their network. It gives you access to a naturally look-a-like audience and allows your existing customer base to share their positive experiences of your product with other parents.
In Banks We Trust?
Choosing a bank is not like choosing a pair of shoes, if you get it wrong it can have dire consequences. But with all the complicated red tape, confusing terminology, and lengthy legal documents, it’s difficult to know how to get it right.
We all need banks, but we don’t all have a banker’s understanding of the industry, so it is hugely reassuring to get the opinions of their current customers. If your neighbour has been banking with a company for 20 years and is happy with the service, that will do far more for the establishment’s reputation than a blockbuster ad campaign.
Because a person’s hard-earned money is so important to them, banking is one of the few areas where potential customers are willing to take the time to research before making a decision. By including referral marketing in your strategy, you can really get your brand out there through trustworthy, independent recommendations from your existing customers.
The beauty industry is one of the biggest-selling industries on the planet, and with trends changing at a rapid pace, it’s also one of the hardest to keep up with. With every beauty brand shouting to be heard in the digital marketplace, it can be hard to know which brand to choose.
The fact that influencers have such success when they showcase beauty brands tells you all you need to know. Beauty customers want to hear from someone real, and they want to see the product in action. When the recommendation comes from place of trust and they can see what your product can do, they feel much more comfortable committing to a purchase.
With Harviist you can set up influencer campaigns in an instant, and even turn your customers into brand ambassadors by creating engaging campaigns that will encourage them to share your products with their network.
In order to cultivate sustainable growth, customer trust is important for any business. But for some industries, like babies, banking and beauty, building trust is essential; without it, the risk isn’t worth taking.
If you’d like to include referral marketing in your strategy, get in touch at [email protected] and we’ll have you up and running in no time. Your customer is your hardest working ambassador, let’s get them talking!