Ninety-two percent of consumers around the world say the trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising, according to a 2012 study by Nielsen.
B2B and B2C brands are leveraging advocate-created content such as reviews, recommendations and stories in their marketing collateral, digital messaging and more. Advocates create content marketers dream of and Google is taking full advantage of this.
" To ensure that your recommendations reach the people you care about, Google sometimes displays your reviews, recommendations and other relevant activity throughout its products and services. This sometimes includes shopping contexts, like the Google Play music store, and ads. Your profile name and photo may appear with the recommendation." - Google Support
Shared endorsements are the next best thing, as long as your advocates are writing reviews about your product and/or service. A lot of articles I have been reading that announce this new feature on Google have had similar reactions as to when Facebook changed its privacy settings. I'm here to point out the good in these new endorsements.
3 Great Things About Google's Endorsements:
- Advocates' reviews show up in Google search results - no clicking to review sites required
- The potential for your brand to gain a new customer is [insert not yet determined statistic by Google here], let's just say the chances are great because 92% trust word of mouth recommendations.
- New customers that enjoy your business based off a recommendation they read are x amount of times higher [another statistic we have to travel to the future for] to write a review because they want to pay it forward to their friends who may be in search of the same product or service in the future.
According to a new study by Baynote, only 48 percent of holiday shoppers said online rating and reviews frequently or always influenced their purchases. That's 3 times more than the influence of ads.
Are you being proactive and organizing your Advocates to write reviews and recommendations about your product or service?