Adding those reviews to the page increased the number of visitors who signed up for a free trial by 15%. It was an immediate result, and a pretty impressive one
Toronto, Ontario, Canada (PRWEB) December 04, 2012
While social networking is all the rage in marketing circles, quantifying the real business value of Twitter or Facebook posts isn't always easy. But Toronto membership software company Wild Apricot, has found that they can quantify the impact that online or "social" recommendations have on product trials.
"We build software for member-driven organizations that don’t have the resources to set up a big website or an online payment system," explains "Noisy Apricot" Jay Moonah, Wild Apricot’s vice president of marketing. "People can buy into it for a small investment per month, and they don’t need a consultant or a big staff to implement it."
One of the biggest challenges for any service provider is building trust. "Direct recommendation from a peer is by far the best marketing that you can have, but the question is how do you facilitate that? It's not like a media buy," says Moonah.
Enter LinkedIn. Wild Apricot has a number of recommendations on their LinkedIn Company page, and began featuring these reviews on their home page. What they noticed was impressive.
"Adding those reviews to the page increased the number of visitors who signed up for a free trial by 15%. It was an immediate result, and a pretty impressive one," says Moonah. "Getting people to try the product is critical, because in our experience once they try Wild Apricot, they're hooked."
While Wild Apricot previously had standard-issue marketing testimonials on their website in the past, it was the LinkedIn recommendations that really made the difference. Moonah believes that the leverage of LinkedIn's brand and the ability to to click through to find profiles and links to these reviewers is what makes the difference. "Potential customers realize that the recommendations they are seeing come from real people – that they can reach out and contact them if they want to," Moonah says. "They know that we’re a real company, with real products. It’s one thing to read a product review – it’s another thing to read a review and know that the person is a friend of yours, or is connected to a friend. That connection has a strong influence on buying decisions."
Wild Apricot's success with LinkedIn has already led to their story being covered in the recently released second edition of "Social Media Marketing for Dummies All-in-One" as well as LinkedIn's own marketing solutions website.
About Wild Apricot:
Wild Apricot is web-based software for small associations and non-profits to help manage membership, website, events and other activities.
Noisy Apricot (VP of Marketing)
jay(at)wildapricot(dot)com ~ http://www.wildapricot.com/
(416) 410-4059 ext. 302