SPOQ is a super-term that describes all the channels through which people influence others in their purchasing decisions and preference of a product or service. It refers to all types of people reviews, recommendations, shared experiences and post-purchase feedback. SPOQ leads the new trend of Social Shopping (Products & Services) in which the Impact of other people on our purchasing decisions is much more significant than advertising.
Brands and companies realize that they have to address users’ responses constantly accumulated on the web as a resource or threat. In any case, no one can ignore the power people hold over our buying intentions and their realization.
The experience of users or buyers is the most significant configuration of UGC –User Generated Content, in terms of impact on consumer and brand positioning and marketing. A good example of such a company that acts in this field and has already raised tens of millions of dollars is Yotpo https://www.yotpo.com/
The company enables digital stores to manage user experiences optimally, to control the published content and distribute it as a marketing material on social.
How can brands and stores improve their SPOQ Index? How can you manage and maximize this resource? How to set up a marketing plan based on user or customer reviews?
- This domain operated under the assumption that a relationship with users and potential customers should be built. Thus, an action plan should be built which encourages them to post positive feedback and share their experiences with their friends.
- Develop as many “feedback zones” as possible on your digital assets, user friendly and easy to use.
- Invite users and customers to write reviews. In the digital age people tend to write so ask them to do something they naturally tend to do – share!!!! However, remember – it’s important to be personal but not emotional. Emotional appeal is ineffective. A personal approach certainly brings a better response.
- Initiate loyalty programs for registered customers. Reward them for what they write. A reward can be the accumulation of points, an invitation to enjoy a special sale or win a personal benefit.
- Good reviews are the best advertisement for your business. Distribute them on social. This is the most authentic and influential marketing content. Dynamic ads that include customer feedback get double the clicks and are cost effective.
- User reviews is the best testimonials-based advertisement.
- Respond to critics in a practical and constructive manner. Use the dialog to improve your relationship with them.
- Most importantly, mobile interaction brings more feedbacks and more sharing. The personal device generates more openness for users and customers to be involved.
You have to remember the winning formula – Fresh, Relevant, Dynamic, Authentic UGC = better SEO performance.
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