1. Read reviews – a must-have before purchasing
Unconsciously, we have all developed this habit:
- When shopping on Tmall or JD.com, after clicking on the product details page, first check to see if the reviews are good. If you see negative reviews, you won’t want to learn more;
- When it comes to things I want to buy and brands that are being planted, I first go to Xiaohongshu to see what other people say;
- When I see a good product on Douyin, I will open the comment area and take a look. If the comments are good, I will basically buy it.
Look, quietly, everyone has entered a vicious cycle of "buying bad things without reading reviews". But, did you know that in this little weird circle, there are actually hidden business experiences and marketing strategies of countless merchants.
For example, after receiving a package, we will always receive a card with "5 yuan cash back for good reviews and coupons for good reviews." Cross-border merchants all know the importance of evaluation. One small comment may not be enough to impress a customer, but thousands of comments are enough to sway them.
In the marketing world, this is part of VoC (Voice of the Customer).
2. Customer reviews: an important source of VoC (Voice of the Customer)
According to Forrester's definition, VoC refers to a set of solutions that collect and analyze customer feedback data, mine the value of the data, and use it to guide business decisions.
The value of VoC is to allow the entire enterprise and brand to create a customer-centric core concept by paying attention to the voice of the customer, taking actions based on the intentions and needs expressed by the customer, continuously optimizing and adjusting, and providing the best service experience to customers in all aspects.
Companies that are good at customer experience will have 4-8% higher revenue than others; good customer experience can increase customer lifetime value (LTV) by 6-14 times. This is the research result of Bain Consulting.
Doing a good job in VoC can naturally significantly help improve customer experience and increase corporate profits. Generally speaking, VoC comes from several sources: social media, online reviews, questionnaires, customer service online communication and telephone communication, etc. Among them, the influence of social media is becoming more and more significant.
Of course, this is related to the rising influence of social media in the online environment. In recent years, social media has continued to occupy users' time and energy. They have given everyone digital capabilities and online social skills, and have also made everyone develop "dependence" on social media. They have also provided many opportunities for VoC marketing.
In the domestic marketing industry, millions of Little Red Books posts + tens of thousands of Douyin Weibo posts have become a must-have for many new brands and new products. Generally, such a combination can basically make the product/brand a hot topic.
The same is true for overseas marketing. Social media such as FB/TT/Ins are not only content sharing platforms, but also marketing platforms for merchants. Producing public opinion content on such social media platforms will have a positive effect on the entire brand and products.
3. Facebook – the prime location for customer review marketing
97% of customers say that reviews will affect their purchasing decisions; reviews are an important part of VoC, and VoC determines business results; social media is an important source of VoC, and its influence is growing day by day; Facebook is the king of overseas social media, with 2.91 billion monthly active users worldwide; such a setting determines that Facebook, which occupies the dominant position of overseas social media, is bound to be a prime location for overseas social media marketing. Good content marketing on Facebook will penetrate countless customers' perceptions and influence customer decisions with content.
So, how to influence customer decisions through FB content marketing? It is still similar to the marketing idea of millions of domestic Xiaohongshu: batch matrix.
In short: if one comment is hard to convince, then thousands of them; if one user’s voice is hard to convince, then what about thousands of people? If the information in a homepage is not convincing, what about homepage + group + comments + posts and other channels together?
See the picture above. All important marketing positions such as groups, links, posts, and transaction posts on the right can be operated in batches with multiple accounts through a FB product announcement system, quickly improving your Facebook marketing effect and creating the dual value of brand promotion + customer acquisition.
The following is a screenshot of real data from a certain global expansion customer. Through a system, thousands of FB marketing actions can be completed in one day, improving traffic drainage and publicity efforts on the basis of saving labor costs.
In addition, on the basis of batch matrix FB marketing, Facebook Pinxuanbao also supports the batch online and offline of a large number of accounts, and supports the collection and acquisition of various homepages, groups, MK merchants, competitive potential customers, and FB advertising resources.
