In a recent article by Entrepreneur, “10 Things You Need to Learn from Apple’s Marketing,” they go through the several key marketing principles that Apple lives by during all of their campaigns, from their simple online ads to their massive product launch events, specifically, yesterday's event on the brand new iPhone 7. They talk about the importance of keeping it simple and using product placement appropriately – but the one that stood out to me was how they leverage reviews.
Yes, the wildly popular company you probably own multiple products from, also recognized the need to leverage their customer reviews to help them build loyalty to their business and make sure their customers don’t scoot on over to their dreaded competitors.
Apple listens to its customers and takes that job very seriously! You should, too.
How, you ask? Let’s take a step back and start from the very beginning:
We’ve touched upon Net Promoter ScoreSM(NPS®) in the past and what they could mean for businesses, large and small. NPS surveys help to give you an idea of how your customers rank your business and helps gauge their loyalty.
Using a NPS survey, you’ll be able to ask the ultimate question: “How likely is it that you would recommend your business to a friend or colleague?”
Apple has been leveraging the use of NPS surveys to distinguish between their “promoters” and “detractors.”
What’s a promoter? All NPS surveys ask customers to rate the business between a scale of 1-10. Those who rate it a 9 or 10 are promoters. Those who rate it a 0-6 are detractors.
What happens after Apple finds a few "Promoters":
This is when they encourage them to leave some online reviews. Online reviews are one of the most effective forms of marketing, we’ve said this time and time again.
With 88% of customers relying on online reviews before selecting a business, the real impact is clearly in the numbers.
How to get your customers to leave you a review:
One method for collecting online reviews could be by offering free trials, services, or even free sample products to those who agree to leave you a review. Just let your customers know that they could get some free stuff in exchange of their honest online reviews. Make sure you’re pointing to your review sites and directory pages such as Google, Yelp, and Facebook.
Another easier, but recommended method would be to use a marketing automation tool to really get the gears going on beefing up your online reviews. With tools, like this, you’re able to automate getting your feedback requests through email or texts, and make it as seamless for your customers, as possible.
Once your customers have left your business their testimonials, you’ll be able to use them and create a better online reputation for your business.
What about all those negative ratings…the dreaded "Detractors?"
Don’t be too intimidated by the detractors. This is where you use your negative feedback in a more constructive way. Really take the time and read through you’re your feedback and see where the drop-off might be. Are they unhappy with your service? Are they looking for a particular experience that you’re unable to delivery?
Reach out to them and get to the bottom of what they think you could improve upon. Really figure out how to turn their frowns upside down.