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Actionable Marketing Podcast

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Oct 23, 2018

As a marketer, there’s so much to think about and focus on - SEO, content, direct marketing, emails, inbound strategy…but where on that list does word-of-mouth marketing rank as a priority? Maybe it’s not high enough. How do you get your customers to talk about you? What are the steps to create a word-of-mouth strategy for your business?

Today, we’re talking to Daniel Lemin, head of consulting at Convince and Convert and co-author of Talk Triggers. He shares how “same is lame” because consumers like different experiences and ignore average, as well as how talk triggers can turn customers into volunteer marketers and brand evangelists. 

Some of the highlights of the show include: 

  • Talk Triggers focuses on customer-driven conversation; as the client or brand, become the content and give a story to tell
  • Talk Trigger Example: The Cheesecake Factory’s over-sized menu gets ⅓ of its customers to talk about it - usually, in jest
  • Another Example: DoubleTree hotel’s fresh, warm cookies; customers talk about the uniqueness and difference they offer - tangible part of experience
  • Talk Trigger Criteria: Remarkable, relevant, reasonable, repeatable
  • Get out from behind your desk to connect with customers and listen to them to uncover gaps in the customer journey
  • Talk triggers often live between what a customer wants and what they really want
  • Avoid surveys - don’t ask the customer what they want
  • Talk triggers could be characters or animals that become an integral part of branding and familiarity with your product (i.e. Freddie from Mailchimp)

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