In today’s digital age, social media marketing is well established as the loudest voice for your business, and the best way to use
social media is to persuade clients to advocate on behalf of your agency; a task that is far simpler than it sounds.
As part of the customer service industry sector, your brand values are about providing exceptional service, and presumably you would have a lot of raving fans of your business that would be willing to endorse your services.
You can turn your Facebook page into also tool for clients to leave testimonials, and then integrate those testimonials onto your website and into other marketing channels.
Step #1. Integrate Facebook with email survey
Set up a custom “Testimonials” tab on your Facebook page allowing people to go on there and basically see a new wall dedicated only to testimonials.
Collecting testimonials will involve setting up a system to integrate it into existing marketing materials, establishing how best to utilise them and offering an incentive for clients who give reviews deemed the most “helpful” to staff.
Your agency can send out a survey to all clients after they have returned from their travels, with the last question enquiring as to if they would mind posting a testimonial to your store’s Facebook page.
The survey should be no more than ten questions long, and clients should be notified in the introduction that they will be asked to post a review on Facebook at the end of the survey.
The client should then be led via hyperlink directly to the Facebook page to post their review and, of course, browse others if they so choose. Encourage sales staff to participate Encourage staff to interact with their clients post-sale to thank them, discuss and see what more they can do (Assuming most sales staff actually meet with clients face-toface beforehand, and are on good terms).
To nurture the interaction between the travel agent and client, staff should be encouraged to check to see if clients have posted a testimonial for them on Facebook, and respond accordingly.
Continuing a conversation based on a customer’s review encourages return business, while fostering a long-term relationship with current clients.
Don’t delete negative comments Not all reviews are going to be glowing tributes, of course, your staff need to be trained in how to deal with negative reviews by responding in a positive way.
Any serious complaints from clients should be brought to the attention of management, as a response from a higher level may be required.
When dealing with bad feedback, the aim is to turn the situation around so that the customer proclaims “They fixed my issue, and they did what they said they were going to do”.
Step #2. Offer an incentive
To encourage people to go through to post a testimonial on Facebook, you could consider offering gift vouchers to “the most helpful review” each month.
Don’t shy away from rewarding bad reviews with the gift card offer if they definitely fit the “most helpful” criteria. This will show that you take feedback seriously.
Step #3. Integrate testimonials across other channels
Positive testimonials can also be uploaded to your website or featured in your newsletters. You may also wish to utilise them when designing collateral and brochures for your agency.
If you would like further information on this topic and how you can best utilise social media marketing for the benefit of your business, please don’t hesitate to contact us at the Resurg group to find out more.