Post by Caterina Merenda, Marketing Specialist
Consumers trust brands that they’ve heard good things about. They trust product reviews, what friends say, and other consumers’ negative and positive experiences. According to eMarketer, word-of-mouth marketing is the number one purchase decision influencer in the US, the UK, Brazil and China.
Since word-of-mouth marketing has such an impact on what consumers buy, brands should be aware of how they’re represented. The way brands present themselves to the world may not be the same way that consumers talk about them.
A brand needs a solid marketing strategy along with positive feedback from their consumers in order for a product or service to sell. An ad can be provoking and informative, but if consumers aren’t happy with the product, they’ll spread that negative experience to their friends, family, social media, etc. People listen to people more than they do a company’s message, which is why it’s so important to make sure that the consumer’s experience is a great one.
HOW to CREATE A POSITIVE EXPERIENCE
According to Forbes, marketers need to focus on these three E’s in order to promote a positive brand experience:
Every part of a campaign can create a positive experience. Creating paid search ads that really speak to what the consumer is searching for can have a great impact on your CTR; if they feel the ad directly speaks to what they need, they are more likely to click through.
The same goes with SEO – if you optimize your site, you’re more likely to rank higher in the search engine results page (SERP) than a brand who hasn’t optimized their pages. By presenting information that your consumer needs based on their search, you’re already on your way to creating a better experience for them.