The Viral Circle: Using your satisfied customers to scalably generate new customers via social media videos

SUMMARY:

For many B2B companies, case studies are the most obvious solution for referral marketing. But there is a much more efficient way with significantly less coordination requirements: Find out in this article how to instantly create a win-win situation for yourself and your delighted customers with 100% remotely produced video testimonials and unleash the maximum power of persuasion in just a few sentences.

Video-Trailer: "The Viral Circle"

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

The problem: Referrals are the very best leads – but hard to scale

Nothing is more powerful in marketing & sales than the active recommendation of a satisfied or even enthusiastic customer. This is often captured in a case study. But the process is usually complicated: For the customer (and for you) it means a lot of work, and the approval of many stakeholders is required for release. This means that case study projects often stretch on forever, fail or are not tackled at all. We thought about how you can better make use of the positive testimonials of enthusiastic customers while reducing work and creating a win-win situation with benefits for you and your customers.

The solution: Scaling up simple testimonial formats to the maximum with the Viral Circle.

Very little effort should be required from your customers during the testimonial process. We produce a video of approx. 1 minute from material for which your customer only has to invest a total of approx. 2 hours. And it works like this:

  • We send your customer a hardware box with a camera and high-quality microphone and quickly brief them for the best possible result.
  • During a remote interview, we coach your customer through a prepared set of questions.
    From this raw material, we produce an authentic short video that encourages your target group to follow suit with your satisfied customer. Here is an example of a possible end product.
  • The approval process afterwards is much easier than in a case study, as only a few sentences need to be checked. This is usually done within a few days, and the approval rate is much higher than for complex Case Studies.
  • A translation into other languages can also be done quickly and without difficulties.

And the best thing about it: It is also fun for everyone involved – siply because it is such an efficient and entertaining format.

With the right outreach, this creates a "Viral Circle".

We help you to digitally deliver these videos worldwide to tens of thousands of decision-makers in your target group. You will be surprised how accurately your target group can be reached – and how large it really is. Find more details on our B2B reach process in the article on our “Content Booster” process.
With the help of this impressive, plannable outreach, a scalable process is created – “The Viral Circle”:

  1. Your enthusiastic customers authentically prove the added value of your solutions in front of the camera and communicate the achieved results.
  2. Your target groups learn about these results via digital channels – and if they face similar challenges, they will understand after the third video at the latest that they should take a closer look at your solution.
  3. In this way, you generate more satisfied customers, who in turn are available for videos – the “Viral Circle” is created.
  4. At the same time, you get an extremely convincing, authentic and sustainable positive branding and awareness effect.

Why customers like to participate in the Viral Circle

It is usually very difficult to convince customers to participate in case studies. It means a lot of work, annoying approval processes and the responsible manager on the client side has little to gain personally. The Viral Circle creates a win-win situation: There is hardly any work, the approval process is much easier and best of all: There is a personal benefit for your contact person, the customer. With this video, they will be promoted within their industry as successful manager, which is entirely advantageous for their career. If your customers have understood this, you have gained a valuable supporter for the project on the customer side and the probability of success increases many times over.
If you still don’t get a go from your customer: No problem. We are also happy to interview your employees on anonymous cases.

Important before starting: Work out a structure with ReThink180™ that creates maximum persuasion power.

Only by asking the right questions will you get the most targeted answers. If your customer just tells you anything, you are unlikely to get the best results. That is why you should first get an overview of the customer’s problems and how they are solved and with what results. From here, develop a fixed catalogue of questions and prepare the answer structure including results for the customer.

Sounds complicated? Not with our ReThink180™ methodology: It allows you to design texts and visuals through customer-centred questioning, which will make the user realise in the shortest way possible that he should ask for more information. This has proven to achieve 50 to 300 per cent higher click-through and conversion rates than previous campaigns.

The Viral Circle is just one manifestation of what you can achieve with the results of a ReThink180 audit. At the same time, argumentation guidelines provide you with the basis for lasting “Always On” communication with your target groups and form the foundation for “Video Content in 1 day” – i.e. generating raw material in just 1 day of filming, which you can use for up to 6 months on social media.

How to start your Viral Circle

Enthusiastic customers on camera are the biggest advocates – use this effect now to generate more leads and sales. We implement a Viral Circle project completely for you. The total effort for you and your team is less than 2 working days. Here’s how it works:

  1. Focus on 1 product/1 service for which you can envision testimonials.
  2. In a concept phase, we develop the questions and argumentation guidelines with you as the basis for customer statements (and other exciting approaches such as “Always On” communication, webinars, white papers, etc.).
  3. We create a video template that can be used for all videos.
  4. Potential customers are selected and a repeatable production and outreach process is defined.

Test our approach – with a pilot project that gives you measurable results after just 4-6 weeks.

Are you excited about these approaches and at the same time want to generate sustainable awareness, positive branding and real customer inquiries?

Simply request a free expert consultation and we will work with you to evaluate the individual potential for your company.

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    Hannes Fehr: Leading Expertise in B2B.

    • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
    • One of the most experienced German marketers for B2B lead generation.
    • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
    • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
    • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
    Connect on LinkedIn & request a FREE expert call

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