Bad news for the marketing experts – people got sick and tired of constant advertising. Fortunately, good news is that we know better than doing promotions retro-style. Today, one of the most effective alternatives is peer-to-peer (P2P) marketing and together we will get to the bottom of it.
First and foremost, P2P marketing is a promotional technique, which implies customers promoting the product to other potential clients. It cuts out the middleman and focuses on interaction between people. Fundamentally, buyers subconsciously perceive recommendations from their peers (e.g. colleagues, friends, relatable bloggers) as rather honest and unbiased reviews.
The mechanism is considered successful, because today’s jaded with information audience is getting harder and harder to reach with solely traditional methods. By living in an era of incessant informational flow, consumers become inherently capable of identifying when a product is excessively promoted and when it is a genuine opinion of a real human.
Therefore, if you want to reach your target audience, you should not overlook the evident advantages of peer-to-peer marketing strategies. In fact, the content created by brands doesn’t sell nearly as much. Peers today tend to be one of the main factors that influence our buying decisions, even if we do not realize it fully.
To start implementing P2P tactic, begin with mobilizing your most satisfied customers and offer them to become your brand ambassadors. These people then can advocate for your product personally, share positive opinions about you and fill your reviews with high rating. By getting a live voice of your brand you will become trustworthy in the eyes of your target audience. It is important that your brand ambassadors engage exactly with potential buyers. You may find your biggest fan in the whole world, but if you sell English literature and their audience speaks only Lithuanian, you are just not compatible.
In addition, it is crucial to analyze your target audience up to every slightest detail. What are the best media to reach them? What is their demand pattern? How interconnected are your potential advocates? What schemes can be used to attract them: discounts, free trials or other offers? The questions have no end, but it is essential that they have answers.
Last but not least, make sure that people you choose for your P2P strategy are tech-savvy. They also should casually share their lives on social media. Otherwise, it will be evident that the recommendation is sponsored and not genuine.
On that note, make sure that not only your brand advocates are sincere, but your product is as well. No matter how brilliant your campaign is, if there is nothing substantial behind it, it will never work. Stay real and let the peers help you in a way no advertisement can.