Peer-to-peer marketing encourages customers to engage other customers by advocating a product or service to friends or associates. Once a popular way to market to college students, social networks have fueled peer-to-peer marketing among professionals. Prospects are engaging in peer-to-peer activities on sites such as LinkedIn and Quora, forming groups and posing questions to colleagues with similar challenges.
Why is Peer-to-Peer Marketing Important?
Prospects are more likely to trust the opinions of people like themselves. They trust user-generated content, especially at the early stages of the buying cycle. They are skeptical of vendor-driven content and want to see the claims validated by their peers. Peer-to-peer marketing encourages open interactions among current clients and prospects.