The selection of products and services is becoming ever larger and more confusing. This is making it increasingly difficult for companies to stand out from the crowd and inspire customers in the long term. At the same time, consumers are actively seeking guidance in the jungle of offers – preferably from their personal environment but also from journalists and influencers. Therefore, for companies it pays to integrate various multipliers as third-party voices in their communication and to comprehensively accompany interested parties along the customer journey.
Lovable Products: Influencers awaken desires
By cooperating with suitable influencers, companies increase awareness of their products and create demand with skillful storytelling – even for topics for which the community has not yet actively searched. This makes collaboration with Instagrammers and the like ideal for tapping into new target groups or introducing new products and presenting them in an emotional way. Explainer videos on YouTube, for example, give users a deeper insight and provide valuable tips on how to use the product. Discount campaigns and voucher codes allow the performance of campaigns to be precisely measured and successes to be directly visible.
Authentic and credible: Word of Mouth in a personal environment
Recommendations from direct family and acquaintances are more difficult to measure, but they are particularly effective. Companies can promote this in a targeted manner with word-of-mouth campaigns or social challenges. In this way, consumers are encouraged to put a product through its paces themselves and share their experiences in personal exchanges and on social media and rating portals. An extension of the campaign via renowned media brands provides an extra reach push.
Attention to detail: test reports from special-interest bloggers and trade media provide background information
Particularly in the case of products that require explanation, prospective customers like to secure their purchase decision with independent opinions. Meaningful test reports, unboxing videos and tutorials from special-interest journalists and bloggers are ideal for this purpose. With professional test management, companies gain visibility in this environment, increase their presence in earned media (unpaid, independent reporting) and score points in terms of SEO at the same time.
Share good experiences: Satisfied customers as testimonials
Users who are convinced by a product or service can share their individual experiences in statements or case studies. This does not incur any costs for companies, only the effort for text or video creation. Online reviews are also becoming increasingly important. Here, consumers can create reviews on rating platforms for products or services. They provide orientation for prospective customers directly in Google searches, on comparison portals or in online stores, create trust and increase the visibility of brands and companies.
Using strategic product communication to pay tribute to corporate goals
Together, the various forms of recommendation marketing and product PR ensure a continuous background noise, anchor products in the awareness of the target group and offer potential customers informative as well as inspiring content, each tailored to their preferred media usage. In this way, communication promotes sales and directly supports the achievement of corporate goals.
